Gender Transculturation : Navigating Market-Mediated Contesting Gender Ideologies in Consumer Acculturation
In this book, I advance the concept of gender transculturation to illustrate how migrant consumers navigate contesting gender ideologies in their host cultural marketplace. Taking a consumer cultural theoretical perspective, the study lies in the nexus of and unpacks an alternative understanding in the current research frontier of consumer acculturation, gender and ideologies. Acculturation of imm
