Africa, as one of the rapidly growing markets, presents a significant opportunity for cross-
border e-commerce companies to penetrate their consumer market, which is in dire need of …

Purpose In the context of a profound digital transformation, the need for social interactivity is
becoming fundamental for consumers on e-commerce sites. It allows them to interact with …

The rapid expansion of the traditional food market has led to more and more attention to
cultural research focusing on consumers' attitudes towards traditional food. The topic of the …

The advent of the Internet has led to the emergence of online advertising, which has
benefited marketing organizations of all sizes. However, the emergence of digital natives as …

Prior research in international markets has yielded two seemly opposing views regarding
customer engagement with local/domestic versus foreign-made brands: a preference for …

Consumer culture scholars have advanced multifaceted insights about how food products
are crafted for globalizing and culturally diverse food markets; these insights have yet to be …

There is a dearth of research on how food serves a tool for the formation and enaction of the
social identities of mixed-race people, how these social identities shape the unique food …

Purpose This study links ethnic identity and global identity with perceptions of brand
globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity …

With the rise of interculturalism as an alternative paradigm to the dominant multicultural
integration policies in immigration countries, the importance of cities, as landscapes of …

Through the current study, the researcher aims to study the impact of multicultural marketing
in enhancing marketing recovery in the presence of marketing ambidexterity as a mediating …