... in advancing sustainability-oriented consumer behavior. Originality/value This study extends existing academic literature by systematically consolidating knowledge on the role of emotional marketing in sustainable consumption. It is particularly relevant for marketers, policymakers and practitioners...

... at http://creativecommons.org/licences/by/4.0/legalcode Consumer behavior Foreign brands Local entrepreneurs Local brands In this competitive global marketplace, brands play a critical role in consumers’ decision-making process and also provide a differential advantage to marketers...