This introduction briefly summarizes each of the fifteen articles included in this special issue on fashion marketing …—luxury status/values, luxury consumer behavior, luxury brand management, and luxury brand counterfeiting—even though many of the …

As counterfeiting activity continues to thrive around the world, marketers of fashion luxury brands work hard to … discourage counterfeiting and to protect their revenues. This research evaluates the business risk related to fashion counterfeit … (GLBs). Based on survey data from five designer fashion product categories, Study 1 finds an asymmetrical effect that past …

Using visual narrative art, this study looks into the images of cinema costumes and investigates how the fashion and … analyzes the transformative effect of fashion (movie costume), the development of individual characters, and social and other …

A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its …

diagnosticity of the presented attribute information. When a well-known brand name was paired with the attribute information …

Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They … follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity …. This article investigates the benefits of a strong overlap of actual consumer brand associations and management …

robust when brand names are absent from product offerings. Testing whether these effects, with unbranded alternatives, will … research by further testing the generalizability of these effects in more realistic market scenarios that include brand … these effects such that the results show no evidence of the attraction or superiority effects when the entrant's brand is …

This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely … accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and … sociological theory. The model focuses on the country brand of Slovenia, representing the first systematic branding process in …

-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more … individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand … stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review …

and the collective unconscious for consumer–brand relationships/communications. The 13 conversations' paradigm is useful … their responses. The article advocates the use of multiple methods for both collecting and interpreting consumer–brand … relationships, and illustrates the usage of storyboard-art of consumer–brand relationships in natural contexts. Brand strategy …