Lookup NU author(s): Dr Rekha Nicholson
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Limited, 2017.
For re-use rights please refer to the publisher's terms and conditions.
Author(s): Rao-Nicholson R, Khan Z
Publication type: Article
Publication status: Published
Journal: International Marketing Review
Print publication date: 13/02/2017
Online publication date: 03/02/2017
Acceptance date: 17/06/2016
ISSN (print): 0265-1335
ISSN (electronic): 1758-6763
Publisher: Emerald Group Publishing Limited
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