...Carlos Diaz Ruiz; Angela Gracia B. Cruz This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post...

... model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer. Table I Classification of country meanings Meta-category Specific dimension Explanation Nation as product Nation/product scope Associate the nation...

...Rekha Rao-Nicholson; Zaheer Khan Purpose The recent increase in the presence of emerging market firms (EMFs) in global markets requires a closer examination of their international marketing strategies (including branding). The purpose of this paper is to examine the factors behind...