Purpose The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer–brand relationships. On the level of marketplace brand...

Crowdsourcing—outsourcing a job to external contributors through an open call—has become an important part of innovation process and product development. However, many crowdsourcing initiatives fail due to low engagement and participation. In the current paper, we aim to explore how...

Country Image and Destination Image exist as two parallel research tracks with almost no cross-references although the concepts refers to nearly the same area of applied marketing, namely export products to international consumer markets. This paper aims to determine how country image and...

Purpose: Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on Instagram. Design/methodology/approach: We use a qualitative research approach to content-analyze 815 publicly...