...Bo Ra Joo; Hye-Young Kim Purpose Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public. Design/methodology...

...Alessia Grassi Purpose This paper explores an opportunity for luxury fashion brands to strengthen their engagement with consumers through the arts and without undermining the exclusivity of the luxury product. Design/methodology/approach This paper is based on an interpretive qualitative...

...Hyeonsoo Kim; Yun Jung Choi; Yuri Lee Purpose – The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential...