...Karen T. Bowen; Christina Papadopoulou Purpose This study aims to investigate how and when frontline employee (FLE) diversity influences brand equity in a luxury fashion brand setting. Design/methodology/approach Three experiments test the framework. The first experiment investigates...

...Jared Wong; Foo Nin Ho Purpose What might lead a luxury consumer to signal with an inconspicuous product? Drawing upon luxury consumer maturity theory, which proposes that mature luxury consumers exhibit a greater preference for inconspicuous luxury goods, this papers aims to consider if consumer...

... be contacted at: jebacharles934@gmail.com 06 08 2022 13 03 2024 19 07 2024 29 08 2024 04 09 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Masstige Price discount Social status Metaphor Need for cognition Luxury...

...Paurav Shukla; N. Meltem Cakici; Dina Khalifa Purpose Extant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand...

... particularly relevant for success in a specific competitive arena in which rivals from different industries try to satisfy customer needs with alternative products and services. The authors focus on the luxury arena and pose the following research questions: Which are the arena-relevant marketing capabilities...

...Billy Sung; Siobhan Hatton-Jones; Min Teah; Isaac Cheah; Ian Phau Purpose The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological measures (Study 1) and self-reported measures...

...Stuart Roper; Robert Caruana; Dominic Medway; Phil Murphy Purpose The aim of this paper is to offer a discursive perspective on luxury brand consumption. Design/methodology/approach Discourse analysis is used to examine how consumers construct their luxury brand consumption amidst...