The theme of the 2019 Academy of Marketing Science World Marketing Congress draws on the historical significance of Edinburgh as the birthplace of the ‘Scottish Enlightenment’, an intellectual movement that centred on reason and advanced the ideas of liberty, progress and the scientific...

The major objective of this workshop is to probe the enhancement of consumer research by providing evidence and theoretical inspiration from non-Western contexts for a more reliable and inclusive body of knowledge. Given the low number of publications on consumer research in non-Western...