Abstract
International trade, enabled by rapid technological advances, has had a profound effect on the way employees work and communicate in a borderless, virtual environment. Within this context, classroom collaboration through online virtual teams can be an effective strategy to enhance intercultural and employability skills. Research in this area advocates that using digital media to connect students with international classrooms is an easy and efficient way to develop intercultural competence. In this paper we describe and present the results of one such initiative. The authors have designed and implemented virtual and experiential intercultural communications assignments across four countries: Germany, Portugal, Scotland, and the United States. By creating virtual teams and then simulating a real-world team project, we have been able to study how students work with, and react to, teammates from other cultures. We explored students' views and opinions on the expected outcomes of their international experience in virtual teams and the potential impact of online intercultural learning experiences on their future employability. The findings suggest that collaborative online international learning (COIL) can help to develop the kind of soft skills that employers value and need in the globalized workplace. © This work is licensed under a Creative Commons License CC BY-NC-ND 4.0

Abstract
Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning and communication strategies during the COVID-19 pandemic outbreak and of understanding the engagement of brands' followers during that period. The study included four brands of large Brazilian companies and comprised the analysis of brands' feed on Instagram during the first five weeks of the outbreak in Brazil. Findings enable to identify two distinct profiles: unprepared brands and leading brands. The chapter provides valuable clues for both managers and researchers dealing with crisis communication.

Abstract
Purpose - Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method - Given the scarcity of contributions regarding online shopping behavior for perfume, an exploratory qualitative approach was implemented. Twenty-seven in-depth interviews were conducted among individuals from three countries with prior experience of purchasing perfume online. Results -The study highlights the associations made by the interviewees between the types of sounds/voice and types of scents and the complementary role of these cues in online shopping of perfume. Practical implications - Both e-sellers and e-buyers can benefit from the findings of this research. In fact, it is likely that e-shoppers decide to either consider or ignore an unknown perfume for purchase based on the scent signals perceived from sounds, which can provide guidance for e-sellers as well.

Abstract
Purpose In the context of European consumers' experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption. Design/methodology/approach Following an interpretivist approach, 38 face to face, in-depth interviews were conducted with European consumers from Ireland, UK, Spain, Portugal, Italy and Greece who were affected in some way by the global financial crisis. Findings Building upon limited conceptual and empirical investigations in social geography, the analysis identifies the themes of persistent stressors and temporal orientation as constants, alongside day-to-day coping, relating and pragmatism, consumer adjustment, repertoires of resistance and transformation as key elements of persistent resilience within the consumption context of austerity. Research limitations/implications The study addresses the limited theoretical and empirical focus on persistent resilience and austerity and directly contributes to consumer behaviour and marketing theory in understanding persistent resilience and its implications. Practical implications Changes to behaviours as a result of persistent resilience included reducing and stopping consumption, discount shopping, alternative consumption in the form of growing or making and mindful consumption through wastage reduction and re-use. Social implications The study highlights the significant social impact of austerity while also identifying positive outcomes for social relations among family, friends and the wider community. Originality/value This study develops and extends Golubchikov's (2011) theory of persistent resilience through exploring European consumer responses to austerity, identifying key consumption characteristics relevant for marketing theory and practice.

Abstract
One of the current trends in the luxury market is the development of offers targeted to the millennial generation. In fact, this generation is seen as a potentiator of market growth, considering that the future of the luxury sector will depend on the capacity to reach this generation. This topic is particularly relevant for the marketing area, namely for the tourism sector. Another of the major trends for the tourism sector is the sustainability issue, with an emphasis on ecotourism. In this work we discuss the main contributions of the literature that allow to interlink the domains of luxury marketing, millennial generation, and ecotourism, proposing a set of hypotheses for future research. © 2019 AISTI.

Abstract
This article studies the economic crisis' impact on consumers' behavior, and aims to help defining green marketing strategies appropriate for these periods. We conducted a survey to 412 Portuguese individuals. The majority of the respondents shows a medium or high green consumer behavior, and demonstrates reduced consumption during crisis. The purchase of green products is more present in products whose use cost is lower than the use cost of the alternative products. The crisis may have a bipolar effect on green consumption, encouraging certain practices and reducing others.