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Luxury brand markets as confluences of multiple cultural beliefs

2015; Emerald Publishing Limited; Volume: 32; Issue: 2 Linguagem: Inglês

10.1108/imr-04-2013-0081

1758-6763

Yuri Seo, Margo Buchanan‐Oliver, Angela Gracia B. Cruz,

International Student and Expatriate Challenges

Purpose Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs.