Wu, Meng-Shan Sharon; Chen, Cheng-Hao Steve; Nguyen, Bang - In: Asia-Pacific Journal of Business Administration 7 (2015) 3, pp. 153-173
Purpose – It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to strategies for promoting luxury brands. While consultancy reports and media commentaries show that rising levels...