... The findings suggest that integrating sustainability into design strategies strengthens heritage perceptions and supports long-term brand relevance. The study offers guidance for luxury brands aiming to align design with evolving consumer values. Originality/value This study advances research on product...

... Brand extension Fashion marketing Luxury branding Schema theory Perceived fit The environmental problems caused by discarded materials are being highlighted as ongoing global challenges (Biyada and Urbonavičius, 2025). Many companies, particularly in the fashion industry, have developed...

... 2023 08 01 2024 08 01 2024 © 2024 Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Luxury branding Luxury tourism Online reviews Social proof Interpersonal deception fsQCA Hospitality and tourism Word-of-mouth Online marketing...

... aspects: luxury status/value (e.g. examining how luxury consumption is influenced by personal and cultural values); luxury consumer behavior (e.g. exploring potential motives for luxury consumption); and luxury product/brand management (e.g. investigating how firms can manage luxury brands...

...-consciousness establish counterfeit luxury consumption as a generational norm. Practical implications The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset...

... and Kleanthous, 2007). This is why luxury buyers have not been so far overly concerned by sustainability when they make a luxury purchase (Kapferer and Michaut, 2014): selling little quantities and being a symbol of quality, luxury brands do little harm. If guilt ever appears in relationship with sustainability...

... and social psychology (McLaren and Johnson, 2007 ; Sniderman, Hagendoorn, and Prior, 2004). For example, one news article (Woo, 2011) reported that, in a thriving secondhand market in Korea, individuals sell the paper shopping bags provided by luxury brands, such as Chanel or Louis Vuitton, because some...

...Ye Wang; Huan Chen Purpose This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising. Design/methodology/approach Three pre-tests and a main experiment collected...

...S. Venus Jin; Ehri Ryu Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus...

... and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury...

... Limited 2018 Emerald Publishing Limited Licensed re-use rights only Brand prominence Luxury branding Cause-related marketing Co-branding Currently, more companies worldwide consider it necessary to define their roles in society and apply social, ethical and responsible standards...

... embedded in the strategic concept of a luxury brand lead to a competitive advantage and to a sustained value creation for luxury brands. Design/methodology/approach Based on the literature, the strategic role of art and the importance of experiential marketing for the value creation of European luxury...

...Areti T. Vogel; Kittichai Watchravesringkan Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using...

... 2017 Emerald Publishing Limited Licensed re-use rights only Luxury branding Financial brand equity Marketing strategy Wine marketing What’s in a name? Or more precisely, what’s in a brand name? The general public, and marketing scholars in particular, have long been obsessed...

... more positive attitudes toward mainstream luxury brands. Given the influence of high involvement consumers in the fashion adoption process (O’Cass, 2004), it is important to understand whether and how consumer involvement influences CPV for artisanal luxury products. Therefore, we hypothesized...

...Ilaria Baghi; Veronica Gabrielli; Silvia Grappi Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach...

...Mine Üçok Hughes; Wendy K. Bendoni; Ekin Pehlivan Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site...

.... Researchers have investigated several aspects of luxury branding and consumer behavior, such as meaning of luxury (Kapferer, 1998 ; Nueno and Quelch, 1998 ; Brun and Castelli, 2013), cross-cultural perceptions of luxury (Dubois et al., 2001 ; EngandBogaert, 2010 ; Wiedmann et al., 2007...