Purpose: Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study...

Purpose: This study aims to explore the perceptions and reactions of men, who participate in a female-dominated online consumption space. It looked at the process of men, (re)negotiating their digital gendered identity on Pinterest. Design/methodology/approach: A grounded theory-light approach...

Purpose: The relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this...