Purpose: The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach: Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social...

Purpose: Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization – defined as a process or strategy that generates symbols, designs, behaviors and cultural identities that...

Purpose: The purpose of this paper is to explore the means for enhancing the image and business legitimacy of a socially discredited industry – pawnbroking in pre-1949 China – are explored. Previous studies suggest companies operating within such industries cannot solely rely on hard...

Purpose: The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources. Design/methodology/approach: A bibliographic review is used to...

Purpose: The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals. Design/methodology/approach: The approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar...