Co-creation of value and identity is an important topic in consumer research, lying at the
heart of several important marketing concepts and offering a better understanding of a wide …

Because music holds a strong power over people, and its impact on consumers is relatively
direct, it is invariably an interesting medium for marketers. Although Sonic Branding …

Abstract Ever since Veblen and Simmel, luxury has been synonymous with conspicuous
consumption. In this conceptual paper we demonstrate the rise of inconspicuous …

Brands occupy an increasingly prominent place in the managerial mind as well as in the
cultural landscape. Recent research has shown that brands are interpreted in multiple ways …

In spite of the rise of big data and the ease with which online experiments and surveys may
be conducted, there is more need than ever for qualitative advertising research. This review …

Cultural technology: A framework for marketing cultural exports – analysis of Hallyu (the Korean
wave) | Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish …

Inconspicuous consumption–whereby brand signals are subtle, or not easily visible, to most
consumers and the overt display of social status is sidestepped–is on the rise, even in …

This research represents an effort to fill the gap between brand development studies
focusing expressly on Western brands and their markets and culture-specific global brand …

What does consumption in the global south signify, and how are its complexities
communicated in media discourses? This book looks at the media representation of …

At the beginning of the millennium, consumer culture researchers predicted that people
would increasingly demand that marketplace actors subscribe to contemporary ethics of …