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The unprecedented increase in brand development among one of the fastest‐growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the psychological factors that were largely stereotyped to be collective and homogeneous. Grounded in self‐congruity theory, the primary purpose of this study is to understand the joint impact of Chinese consumers' self‐ and gender consciousness on their ensuing brand perceptions. This study aims to critically explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness.

An online survey using consumer panel data was conducted in three “tier‐one” cities in the People's Republic of China. The focus on these cities coincided with the competitive density of retail brands, and resulted in 302 respondents in the population of interest. The data were analysed using structural equation modelling (SEM).

Self‐ and gender consciousness do impact brand consciousness indirectly through Chinese consumers' need for uniqueness. Contrary to expectations, the study finds that self‐consciousness has a negative direct impact on brand consciousness, while gender consciousness does not have a direct impact on brand consciousness. Furthermore, brand consciousness leads to positive brand perceptions, including brand attitudes, brand loyalty, and willingness to pay a price premium.

The research provides an in‐depth understanding of self‐congruity in Chinese consumers' brand perceptions. The research findings can be used to formulate brand positioning and promotion strategies for brand managers.

The study integrates extant theories in gender schema and self‐congruity to understand brand perceptions in light of self‐ and gender consciousness. To date, no research has explored this relationship. Furthermore, the study discusses the role of consumers' need for uniqueness as a process that underlines the relationship between consumer self‐ and gender consciousness, and brand perceptions in terms of brand consciousness, brand attitude and loyalty and willingness to pay a price premium.

The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP).

The qualitative research design was adopted to collect primary data. Data collected through the in-depth semi-structured interviews of the 48 BoP consumers in Kolkata and Kharagpur (India) were subjected to grounded theory analysis for theory development.

This study reveals that consumer vulnerability affects the decision-making process and the transaction cost at BoP level. It was observed that the consumers at the BoP make constrained choices due to their vulnerability and try to minimise transaction cost while selecting the retails. The constrained retail choice leads to a limited selection of products and brands.

This study, for the first time, has investigated the decision-making process for BoP consumers in detail. As a pioneering attempt, it sheds light on some new factors including consumer vulnerability and transaction cost that have an impact on the consumer decision-making process.

As components of society, social classes contain individuals who are carriers of productive relationships. In the era of global capitalism, chains of accumulation are functionally integrating across borders and regions – uniquely altering the formation of productive relationships. How can we understand class relations in the global era, and in the context of regions and countries in Oceania and Asia? How do transnational capitalist-class fractions, new middle strata, and labor undergird globalization? How have state apparatuses and other institutions in this part of the world become entwined with new transnational processes? To begin to consider these questions, this paper provides an overview and summary of studies on transnational class relations and the associated political economic changes occurring across areas of Asia and Oceania.

The purpose of this study is to identify the prominent research constituents in the domain of integration of Lean manufacturing and Industry 4.0 techniques and analyze the intellectual structure among them.

A bibliometric analysis of articles based on Donthu et al. (2021a) has been adopted to conduct a systematic review of the integration of Lean manufacturing and Industry 4.0 using the Scopus database.

The co-citation analysis and bibliographic coupling depicted three clusters and themes around which the research related to the integration of Lean manufacturing and Industry 4.0. Publications related to the topic have majorly focused on the development of conceptual models and frameworks for integrating Lean manufacturing and Industry 4.0, analyzing the compatibility between the two techniques for better implementation of one another and the techniques' combined impact on operational performance.

Most of the review studies related to the domain of integration of Lean manufacturing and Industry 4.0 have adopted a systematic literature review methodology. The present study has tried to infer the intellectual framework of the research being conducted in the said domain using the bibliometric analysis to identify the prominent research constituents in the field and examine the intellectual relationship between them.