Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences....

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...

Social media has transformed the way tourism-related information is generated and distributed. While previous studies have focused largely on the benefits of social media for tourism management, there is an emerging recognition of the downside of social media through the enablement of enhanced...

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...

This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and...

PurposeThis study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages.Design/methodology/approachThree experiments were...

Purpose – The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing. Design/methodology/approach – This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an...

Purpose – Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms...

Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several developments in extant...

Purpose – In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global marketplace of the twenty-first century. Design/methodology/approach – This editorial article discusses...