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...

Purpose While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the...

Purpose The paper contributes to the debate on a general theory of markets. The purpose of this paper is to develop a market practice model based on social practice theories, and explore new ways of describing market boundaries. Design/methodology/approach A conceptual analysis of contemporary...

Purpose: While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation...

Purpose: This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach: Two experiments examining...

Purpose: Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize the benefits of unethical behavior without condoning the behavior itself. This paper aims to study how a...

Purpose: Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and...

Purpose: This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is...