Decoding fashion advertising symbolism in masstige and luxury brands
Purpose: The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising. Design/methodology/approach: This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values. Findings: The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands. Research limitations/implications: The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values. Practical implications: The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion. Originality/value: The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.
Year of publication: |
2019
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Authors: | Kim, Jae-Eun ; Lloyd, Stephen ; Adebeshin, Keji ; Kang, Ju-Young M. |
Published in: |
Journal of Fashion Marketing and Management: An International Journal. - Emerald, ISSN 1361-2026, ZDB-ID 2109286-2. - Vol. 23.2019, 2 (13.05.), p. 277-295
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Publisher: |
Emerald |
Saved in:
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