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Globalization and the international labor movement made the ability to work anywhere globally. These individuals are usually organizational expatriates (OEs) deployed to overseas assignments by their employers or self-initiated expatriates (SIEs) who choose to relocate and work in a foreign country. Therefore, this study examines and contrasts the variations in cross-cultural adjustment (CCA) between Chinese SIEs and OEs in Pakistan. Furthermore, it aims to understand how cross-cultural training (CCT) influences the adaptation of Chinese SIEs and OEs. Data were obtained from 35 Chinese expatriates with 17 SIEs and 18 OEs employing a qualitative technique and were analyzed via thematic analysis in MAXQDA 20. According to the study, both SIEs and OEs face distinct hurdles to their CCA in Pakistan, including cultural taboos, language obstacles, and work variations. While numerous aspects that will favorably affect their CCA, including the accessibility of necessities, the friendliness of the Pakistani people, and the brethren relations between Pakistan and China, assist them in making a smooth transition to life in Pakistan. Furthermore, the results indicate that the mediating role of pre-departure CCT and the host country mentors’ support and facilitations acquired through online resources contribute to both Chinese SIEs and OEs’ CCA in Pakistan. [ABSTRACT FROM AUTHOR]

Purpose This study aims to explore how consumers gain identity from consumption of religious symbols in a Muslim, collectivist cultural context.Design/methodology/approach The authors interviewed 63 consumers, recruited by means of a purposive sampling technique. The interviews focused on exploration of Islamic services and religious symbols which were later categorized as high and low religious symbols and services.Findings The results reveal a typology of religious symbols and Islamic religious services as perceived by Muslim informants. They recalled Mosque for prayer, Hijab for promotion of Islamic education and Khana Kaaba for performance of Hajj and Umrah services. Furthermore, the spiritual and emotional connections via consumption of Islamic acts as services are explored.Practical Implications The marketing managers need to understand and realize the importance of these classifications. A symbol which is perceived as non-religious must be avoided while branding various services. Furthermore, efforts are needed to advocate performance of religious activities in addition to consumption of various service brands. This can really add value to the lives of Muslim consumers – a realization that can emotionally connect consumers with service brands. However, religion is of paramount importance while designing, offering and promoting services.Originality/Value The study of services marketing based on consumption of religious symbols and services in a Muslim context are unique to this study. The typology of low and high religious services and symbols is also significant contribution of this study. [ABSTRACT FROM AUTHOR]