The serendipitous emergence of social media at the turn of this century created new uncensored avenues for the advertising industry. This created conditions conducive to peddling controversial ads or shockvertising. Controversial ads came as a result of the need to breakthrough the advertising...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand...

This paper aims to develop a conceptual framework that elucidates the factors that impact sustainable luxury brand marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry in promoting economic, social, and environmental...

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury...

This study determined the influence of perceived ease of use, perceived enjoyment, trustworthiness, knowledge and competence as potential determinants of consumer-generated-content usage for apparel shopping in a sample of young adult consumers. The data was obtained from 455 young adult social...

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited,...

This research aims to determine the Chinese millennials' dominant value perception on their purchase intention of luxury fashion goods. A survey was used to analyse the importance of luxury values such as quality, uniqueness, self-expression, prestige, and brand image when purchasing luxury...