This paper was accepted for publication in the journal International Marketing Review and the definitive published version is available at https://doi.org/10.1108/IMR-04-2022-388. This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com