Purpose This study investigates Singaporean millennials’ attitudes toward luxury brands. The research focuses on the financial, functional, individual, and social dimensions of luxury value perception and whether ethnicity influences these dimensions. Design/methodology/approach The research...

Purpose – To analyse the power that a virtual brand community exerts over a brand of a mass‐marketed convenience product. To draw implications about the strategy that a company can employ facing this power shift. To track emerging trends in virtual brand communities applied to convenience...

Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach – The paper draws on a netnographic...

Purpose: Project marketing is the specific activity of companies selling projects-to-order. Interpersonal practice is known to be important in this type of marketing. While this interpersonal practice has been little studied, some previous research suggests that changes in the institutional...

Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it affects branded goods negatively. In this paper, however, we suggest that counterfeiting may actually benefit certain luxury brands. By means of two studies, we show how the market presence of luxury...

Purpose – The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co‐existence of sub‐tribes within a given brand community that allocate different...

Purpose – The aim of the “viewpoint” part of this paper is to enhance discussion on the challenges global business‐to‐business (B2B) marketing is facing. More specifically, academics are stimulated to study the impact of these trends on the internationalization of B2B companies....

Purpose – The purpose of this paper is to provide empirical evidence on the actual use and market performance effects of information and communication technologies (ICT) with regard to international business‐to‐business marketing activities of small and medium‐sized enterprises (SMEs)....

Purpose – The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market...