Purpose: This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when...

Purpose: Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to...

Purpose: Despite skepticism, consumers rely on online reviews for their purchase decisions. However, academics mostly argue that skepticism has an inverse relationship with consumer decision-making. This study aims to investigate the relationship among skepticism, reliance and consumer purchase...