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...

Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data...

Purpose: Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B)...

Purpose: With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates...

This research explores non-targeted customers in two countries displaying dominant collectivistic and individualistic characteristics. Using China and the UK as research contexts, the study investigates non-targeted customers' perceptions and responses to multiple marketing tactics (MT)'...