We examined consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world’s most urban multi-cultural environments, the UAE. As a starting point consumption was deemed as “consummatory” in accord with...

Although web pages and sites consist of a multitude of individual cues, this paper argues that marketers need a gestalt approach to understand how consumers perceive online shopping environments. Following a systematic review of the literature on categorizations of online shopping environments,...

Purpose: Experience matters to both shoppers and marketers. It can be the aim of a shopping navigation; the cues of the environment also create an experience. Whilst much is known about how experiences are staged offline, the characteristics of the online medium necessitate a re-examination of...

Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the unprecedented...

Purpose – This paper aims to examine the challenges and opportunities faced by the contemporary marketer looking to the future of the United Arab Emirates (UAE). Design/methodology/approach – Based on a review of the literature, futures studies and concepts originating from expert opinion,...

Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or...

Purpose – The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before...

Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as...