Outbreaks of animosity against the West in China: effects on local brand consumption
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DOI: 10.1108/imr-07-2014-0222
Abstract: Purpose Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West (AAW) might benefit local brands by raising… read more here.
Keywords: brand consumption; animosity west; local brand; brand ... See more keywords
Do luxury brands successfully entice consumers? The role of bandwagon effect
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DOI: 10.1108/imr-09-2014-0302
Abstract: Purpose The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on… read more here.
Keywords: brand consumption; luxury; bandwagon luxury; consumption ... See more keywords