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Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers.

The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets).

The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury.

This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.

This study seeks to explore the importance of digital platforms in restoring global supply chains interrupted by the coronavirus pandemic. Specifically, the research focuses on internally developed digital platforms and their potential to ensure supply chain continuity between developed and emerging markets.

Multiple comparative case studies have been selected for the research methodology. Eight cases concerning digital platform implementation for global SC management – four from developed countries and four from emerging markets – have been selected. The four pairs of cases represent four global supply chain mechanisms.

The results revealed that the use of internally developed digital platforms serves as a quick solution for immediate problems caused by ripple effects in global supply chain and negative environmental conditions. Digital platforms could therefore facilitate reciprocal monitoring and information exchanges between SC partners in different countries.

The digital platform research stream is in its early stages. Research thus far has mostly focused on externally developed digital platforms managed by an orchestrator. The platforms' usefulness in the dialogue between developed and emerging markets requires further exploration.

The consequences of a media-shaped perceptual destination attribute during the pandemic on a commitment to embrace and thread trip intent are explored in this research. The influence of four elements related to the choice of destination, involving reliability, strategic planning, health service, and friendly relationship on tourism performance expectancy are chosen depending on visitors' previous experience of a certain place, using the notion of psychological tourist satisfaction and an interactive personality questionnaire. Industry 4.0 paradigms are either viewed with skepticism or eagerness by organizations. Organizations that develop different innovative strategies to leverage the digital world doing and offering greater opportunity will certainly drive the evolution in tourism. Any revolutionary technology has the potential to benefit or harm enterprises. An Industry “4.0” data type depicts the technological transformation occurring inside a given business, from Industrial Revolution 4.0 to dealing with customers 4.0. However, one instance is Tourism 4.0. Social networking is not unique. Hospitality organizations, especially, must be acutely conscious of the customer's power as a result of social networking sites. The increase in security concerns by preventing the rate of cybercrime and by enhancing the secure money transactions in online reputation management consolidates the socioeconomic relationship. The comparative study has been propagated in relevance to the pre- and post-pandemic effects on the tourism industry.

The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people.

This article was based on an empirical study among 233 respondents. First, a qualitative analysis of content using the respondents' own words was conducted. Then, to show whether there are differences between countries and significant groups of countries, an analysis of variance (one‐way ANOVA) was performed and analyzed with Fisher F‐test and post‐hoc Duncan tests.

Beyond the belief in the existence of two stable groups of developed and developing countries with regard to luxury, this study shows a situation that requires further analysis. The main results show some strong cross‐cultural differences in the perception of luxury, which is multi‐faceted as demonstrated by previous studies in this field.

Results of this exploratory study confirm that the concept of luxury presents multiple facets, and the authors' analysis provides an in‐depth survey of the main categories and attributes that can be used to describe this concept. Although this study was only exploratory in nature, a number of comments can be made to highlight the congruence between the concept of luxury for young people and recent academic literature.

To maintain their brand equity, companies in the luxury sector seek to improve their image within younger targets. Managerial implications of the authors' research indicate that international luxury companies should take into consideration the multi‐faceted concept of luxury in general, but also the main differences between countries in the continuum between the “status” and “emotional” dimensions of luxury. According to the authors' research, luxury companies cannot adopt a global strategy when addressing the six countries analyzed. Some managerial recommendations are developed in this perspective.

The additional value of this article stems from its reliance on a cross‐cultural in‐depth study between six countries (Italy, France, Germany, China, Japan, and USA). The balance between qualitative and quantitative techniques makes this article particularly relevant when drawing both conceptual and managerial conclusions.