This paper reframes the dominant marketing conceptualization of religion as a driver of consumer differences toward religion as a field of transcultural practices within multicultural marketplaces. Through depth interviews with 24 consumers from multiple religious backgrounds and multiple...

Purpose – This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable,...

The literature on trolling has viewed trolling as discrete instances of transgression undertaken by antagonistic individuals. We identify three main issues with current theorizations: diffuse definitions of “trolling,” blurred boundaries between trolling and other online anti-social...

The international expansion of Korean popular music (K-pop) reflects the increasing dislocation of cultural globalization from Western centers, spurred by the rise of cultural, economic, and political institutions within different regions. This study adopts a translation theory perspective on...

Purpose – This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are...

This article aims to understand how young Korean women respond to the changing ideals of K-beauty, a form of gender imagery embodied by Korean pop celebrities, when such ideals become exported as global cultural products. The findings reveal that K-beauty is characterized by three paradoxical...