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...

In the context of increasing cultural diversity, consumers are negotiating their identities and subsequent behaviours within multiple cultures and subcultures. Multicultural marketplaces include consumers from diverse ethnic groups, religious groups, nationalities, people living inparticular...

Intercultural competency plays a pivotal role in creating a more equitable and just marketplace in which situations of marketplace vulnerability are minimized and resilience is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this...

- PURPOSE : 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...

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...

The authors examine how entrepreneurial firms gain competitive advantage and hence entrepreneurial success by optimizing their dynamic capabilities. Using a single case design, incorporating in-depth interviews with key informants within an insurance company in Ghana, the authors attempt to...

This paper traces the emergence, growth and development of an inconspicuous and unconventional business cluster in an emerging market context. Located at a single building in Onitsha, a market town in eastern Nigeria, '51 Iweka Road' has become the most famous address in the marketing and...