Middle-Class Consumers in Emerging Markets: Conceptualization, Propositions, and Implications for International Marketers

As emerging markets gain significance in the global economy, understanding the middle-class customers within these dynamic economies becomes even more critical for international marketers. This article contributes to the limited but growing literature on this topic. International marketing scholars and practitioners should be better informed about this megatrend. What does the “middle class” really mean? What are the theoretical underpinnings...