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...

Luxury branding has received much attention from marketing and consumer research scholars. Yet, research into how consumers themselves shape luxury brand meanings is underdeveloped. Following the resurgence of the application of theories of social practices in consumer research, we offer a novel...

Computer games have become an important part of consumer culture. Moreover, they drive cultural and societal advancements that serve and benefit postmodern consumers. In this introductory article to the special issue, we discuss recent developments and outline research directions that will...