Purpose – Growing globalization in recent decades has been responsible for the emergence of a new stream of research focusing on international marketing. However, compared to domestic marketing knowledge, this field has received relatively less attention from mainstream marketing journals. The...

Purpose – The paper aims to further extend our understanding by assessing the extent to which two prominent cultural values in East Asia i.e. face saving and group orientation drive consumers’ perceptions of luxury goods across four East Asian markets. Design/methodology/approach – A...

Purpose Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export...