These findings offer important implications for marketers and brands seeking to connect with Gen Z consumers in Vietnam while also contributing to the underexplored field of consumer behaviour researc

The gap

Consensus across the literature

Supporting evidence — 4 representative gaps

• Cross-Cultural Pricing & Product Adaptation (2026) · doi

  Future research should address the limitations of this study by employing larger, multi-country samples across diverse age groups and income brackets. Longitudinal studies tracking how cross-cultural pricing and adaptation strategies evolve over time would provide valuable insights. Comparative studies of specific industry sectors, such as fashion, fintech, or healthcare, could yield more targeted findings. Additionally, the growing influence of digital platforms on cross-border price visibility and consumer expectations warrants dedicated incorporating qualitative methods such as ethnographic studies or in-depth interviews could complement quantitative data to deepen understanding of cultural nuances in pricing perception. Finally, studies examining the long-term impact of glocalization strategies on brand equity and customer lifetime value would be particularly valuable for multinational corporations. investigation. Research to

  Keywords: cross cultural pricing strategies valuable future address limitations employing larger multi country samples across diverse
• Cross-Cultural Pricing & Product Adaptation (2026) · doi

  should address the limitations of this study by employing larger, multi-country samples across diverse age groups and income brackets. Longitudinal studies tracking how cross-cultural pricing and adaptation strategies evolve over time would provide valuable insights. Comparative studies of specific industry sectors, such as fashion, fintech, or healthcare, could yield more targeted findings. Additionally, the growing influence of digital platforms on cross-border price visibility and consumer expectations warrants dedicated incorporating qualitative methods such as ethnographic studies or in-depth interviews could complement quantitative data to deepen understanding of cultural nuances in pricing perception. Finally, studies examining the long-term impact of glocalization strategies on brand equity and customer lifetime value would be particularly valuable for multinational corporations. investigation. Research to

  Keywords: cross cultural pricing strategies valuable address limitations employing larger multi country samples across diverse groups
• Does Gender Matter? The Influence of Tolerance towards Homosexuality and Attitudes towards LGBTQ+ Advertising and Brands among Gen Z in Vietnam (2025) · doi

  These findings offer important implications for marketers and brands seeking to connect with Gen Z consumers in Vietnam while also contributing to the underexplored field of consumer behaviour research in the Vietnamese context.

  Keywords: offer important implications marketers brands seeking connect consumers vietnam contributing underexplored field consumer behaviour vietnamese
• How collectivism, animosity, cultural heritage, and country-of-origin image shape consumer behavior toward foreign brands (2026) · doi

  Despite its theoretical and empirical contributions, this study is subject to several limitations that should be acknowledged. First, the empirical analysis relies on self-reported data collected through Likert-type scales, which may be susceptible to social desirability bias or response consistency effects, particularly when examining sensitive constructs such as consumer animosity. While this approach is well established and widely accepted in consumer behavior research, future studies could strengthen the robustness of the findings by complementing survey-based data with behavioral or experimental methods, such as simulated implicit measurement techniques. scenarios purchase or the limit Second, the study focuses on a single national context, which may broader generalization of the findings to other cultural and economic environments. Although the sample exhibits substantial demographic and generational heterogeneity, in different national or regional contexts could provide additional insights into the sociocultural determinants of foreign brand consumption and allow for broader validation of the proposed relationships. research conducted future Future studies may also adopt a cross-cultural perspective and explore additional constructs such as cosmopolitanism, xenocentrism, or perceived brand globalness in order to further enrich the understanding of consumer responses to foreign brands. In addition, longitudinal research designs into how could provide valuable geopolitical economic developments, transformations, and generational shifts influence the acceptance of foreign brands over time. insights

  Keywords: consumer future foreign empirical constructs national broader cultural economic generational provide additional insights brand brands