...Yaeeun Kim; Yaeri Kim; Min-Jae Lee; Taewoo Roh Purpose This study investigates how luxury marketing strategies and environmental marketing strategies influence brand reputation, trust, loyalty, digital engagement, and recommendations in the luxury fashion industry. Grounded in signaling theory...

... in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model. Findings Regarding event experience antecedents, “immersion” has been identified as the most important one and brand experience as an important effect. Also...