Table of contents
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China
Carlos Diaz Ruiz, Angela Gracia B. CruzThis study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations…
5100
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms
Man Yang, Tanja LeppäahoThe authors aimed to contribute to the interface of comparative international entrepreneurship and international marketing by exploring the micro-foundations and micro-processes…
1017
“Buy local” campaigns in times of crisis: insights from reactance theory
Michela Matarazzo, Adamantios Diamantopoulos, Andreas RaffReactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19…
882
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan