...Han Nguyen; Gayle Kerr Purpose The purpose of this paper is to understand the effect of consumer self-monitoring on brand-related user-generated content (UGC) and positive electronic word of mouth (eWOM). It investigates how high self-monitors create content and positive eWOM about luxury brands...

... to it. The new concept we are referring to is an unconventional luxury, a definition that changes the way luxury is consumed as it strongly emphasises luxury as a hedonic and personalised experience, whose symbolism is private and determined by the customer. Given this paradigm shift, luxury brands must adapt...

...Rehan Husain; Taab Ahmad Samad; Yusra Qamar Purpose This study aims to identify the present research trends and streamline future research possibilities in luxury brands by a systematic review of the existing literature. Design/methodology/approach A portfolio of 552 articles published between...

... 05 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Luxury brands Sex in advertisements Cross-cultural differences are likely to exist in the advertisements of marketing luxury brands including the use of each gender as well...

... ANCOVA demonstrate that prototypical brand designs, followed by high, and then low BDC products, evoked the most positive consumer responses. Additionally, brand luxury status moderated the effect of BDC on consumer response, such that the effect was more salient for non-luxury than luxury brands...

...MdSanuwar Rashid; Veena Chattaraman Purpose Perceived brand entitativity, or the extent to which a collection of brands signifies a group to consumers, differentiates luxury vs non-luxury brands such that luxury brands are perceived to be more entitative than non-luxury brands. Framed...

... of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works. Design/methodology/approach A 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis. Findings The result reveals...

... of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love. Design/methodology/approach – The study adopted a netnographic approach...

...Isaac Cheah; Ian Phau; Calvin Chong; Anwar Sadat Shimul Purpose – The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity...

... not made in sweatshops (Fuchs et al., 2013). Professor Ian Phau can be contacted at: ian.phau@cbs.curtin.edu.au © Emerald Group Publishing Limited 2015 Fashion Theory of planned behaviour Luxury brands Luxury consumers Premium products Sweatshops The fashion...

...Professor Ian Phau and Min Teah; Kamilla Hanslin; Anne Rindell Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury...