Between Aisles and Identity: Exploring sojourners’ acculturation in retail spaces
Purpose: The objective of this study is to explore sojourners’ acculturation process within the context of retail spaces and gain a deeper understanding of market-mediated spaces in consumer acculturation. Methodology: The study employed a qualitative research approach. In total, 15 semi-structured interviews with sojourners from eight Asian countries were conducted. The analysis of the data was g
