Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas...

Purpose – The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing. Design/methodology/approach – This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an...

Purpose – In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global marketplace of the twenty-first century. Design/methodology/approach – This editorial article discusses...