Marketing renaissance: How research in emerging markets advances marketing science and practice

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Stability and Change in Consumer Traits: Evidence from a 12-Year Longitudinal Study, 2002–2013 (2015, background): “The economic, demographic, and social changes in emerging markets are much greater (Burgess and Steenkamp 2006).”
Functional and experiential routes to persuasion: an analysis of advertising in emerging vs. developed markets (2013, neutral): “However, this research has been conducted almost exclusively in high income, industrialized nations (Burgess & Steenkamp, 2006).”
Brand loyalty: Exploring self-brand connection and brand experience (2018, background): “In this context, “significant socioeconomic, cultural and regulative departures are evident in the institutional assumption of Western developed countries”, which impact relationships and constructs (Burgess and Steenkamp, 2006).”
What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels? (2010, background): “Because the economic and marketing environment of emerging countries is still different from that of mature economies (Burgess and Steenkamp 2006), this will also contribute to systematic differences in our model constructs.”