Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several developments in extant...

Purpose – Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms...