Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in...

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...

Purpose: While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging...