Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the unprecedented...

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the...

Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or...