TOC: Intl Mar Rev
Introduction
International Marketing Review, 34(4)
How global brands incorporating local cultural elements increase consumer purchase likelihood
Jiaxun He and Cheng Lu Wang
Cultural resonance of global brands in Brazilian social movements
Maribel Suarez and Russell Belk
Do luxury brands successfully entice consumers? The role of bandwagon effect
Shayan Shaikh, Aneela Malik, M.S. Akram, and Ronika Chakrabarti
Outbreaks of animosity against the West in China: effects on local brand consumption
Martin Heinberg
How previous positive experiences with store brands affect purchase intention in emerging countries
Mbaye Fall Diallo and Jose Ribamar Siqueira Jr
Exploring the gap between policy and practice in private branding strategy management in an emerging market
Ram Herstein, Netanel Drori, Ron Berger, and Bradley R. Barnes
Brand management and consumer experience in emerging markets: directions for future research
Cheng Lu Wang, Jiaxun He, and Bradley R. Barnes