Since the Asian financial crisis in 1997 the region has been showing signs of economic maturity, while still experiencing relatively fast growth compared to North America and Europe: by 2050, Asia is expected to account for over fifty percent of the world economy (Dadush and Stancil, 2010). Not surprisingly, Asian countries have become the focus of much cross-cultural and international marketing research (Fam et al., 2009). However, as Eckhardt and Dholakia (2013) have recently highlighted in the pages of this journal, qualitative work on Asian markets and consumers is scarce.
This special e-book addressed this in three ways. First, we respond to Eckhardt and Dholakia’s (2013) call to increase the usage of qualitative methods in Asian contexts. Second, through the chapters we draw attention to the cultural complexities and mutual influences that characterise contemporary Asian consumer cultures and subcultures in the Asian region and beyond. Finally, we draw the threads together in order to provide directions for future research in this area. "
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