The last few decades have seen the emergence of global consumer culture (GCC) as an
important force in the marketplace. Yet, in recent years, powerful political and economic …

Cultural industries–systems of organizations that produce and distribute cultural goods with
substantive symbolic, aesthetic, or artistic value–represent an important, exciting, and …

Despite the growing debate about differences in consumer attitudes and behavior in
emerging and developed markets, there is little research on the differences in consumer …

This article introduces a dual entertainment path model that integrates insights from media
entertainment and transportation theory to show how links between entertainment motives …

In Men and Masculinities in Contemporary China, Geng Song and Derek Hird offer an
account of Chinese masculinities in media discourse and everyday life, covering …

Celebrity endorsement is a salient executional strategy in China, where national celebrities
often endorse more than 20 brands. This paper adopts a relational perspective to examine …

Global consumer culture is recognised as a collection of common signs and symbols (eg
brands) that are understood by significant numbers of consumers in urban markets around …

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 …

Drawing on cultural identity theory, global consumer culture theory, and sustainability
research, we examine the “green” side of materialism in emerging BRIC markets and …

Despite the prominence of social media (SM) in global branding, no prior studies have
evaluated an international brand's strategy of establishing market-based relational ties with …