...Dr Catherine Demangeot, Professor Amanda J. Broderick,Professor C. Samuel Craig; Catherine Demangeot; Amanda J. Broderick; C. Samuel Craig Purpose – The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research...

... interviews was conducted with luxury brand consumers in New Zealand. Findings – The findings describe two cultural beliefs that convey divergent meanings and shape luxury brand consumption styles in a multicultural marketplace. More specifically, the authors illustrate that consumers can be influenced...