KOREASCHOLAR

THE IMPACT OF DIGITAL PRODUCT PASSPORT EXPERIENCE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND TRUST IN LUXURY FASHION

Sohee Ahn, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1060

IMPLEMENTING EVENT MARKETING FOR FASHION BRAND COMMUNICATION: A THEORETICAL DISCUSSION

Qingxin Peng

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.899-905

THE ROLE OF DIGITAL ENGAGEMENT IN OMNICHANNEL FASHION RETAIL: THE IMPACT OF SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS ON BRAND LOYALTY

Anita Nanda, Vera Butkouskaya

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.739

FASHION BRAND COLLABORATIONS: EXPLORING THE DRIVERS OF CONSUMER EVALUATION

Valencia Lo, Min Teah, Isaac Cheah

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.600

WHEN SILENCE SPEAKS: THE ROLE OF GREENHUSHING IN FASHION BRAND PERCEPTIONS

Dongjae (Jay) Lim, Jeongah Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.442

CHARISMATIC FASHION DESIGNERS’ IMPACT ON CONSUMERS’ BRAND PERCEPTION : AN APPLICATION OF HEIDER’S BALANCE THEORY

Priscilla Y. L. Chan, P. Y. Mok, Andy Wong, Glory Wan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.326-327

REVOLUTIONIZING FASHION ADVERTISING: THE ROLE OF MIXED REALITY IN LUXURY BRAND EXPERIENCES

Yihua Yu, Yeojin Choi, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.226

CREATING EVALUATION SYSTEM OF AI GENERATED DESIGN IN FASHION—BASED ON BRAND IMAGE BUILDING DEMAND

Hanhui Guo, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.173-175

THE DOUBLE-EDGED IMPACT OF LUXURY FASHION BRAND PERSONALITY: CONSUMER REACTIONS TO GREEN INITIATIVES AND GREENWASHING

Jungwon Kim, Youngju Jung, Yongjun Sung

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.85-89

THE INFLUENCE OF AI-POWERED PERSONALIZATION ON BRAND LOYALTY IN THE FASHION INDUSTRY

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, João Marques, Mariana Berga Rodrigues, Cidália Morais Custódio

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.69-74

THE INFLUENCE OF AI-GENERATED ADVERTISING ON CONSUMER PURCHASE INTENTIONS IN LUXURY AND FASHION: EXPLORING BRAND MESSAGE AUTHENTICITY AND REPUTATION

Zeling ZHONG, Galina KONDRATEVA, Tatiana KHVATOVA

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.28

“CAN YOU BELIEVE THAT?” – ON FASHION BRANDS GREEN COMMUNICATIONS AND GEN Z’S PERCEPTION OF BRAND CREDIBILITY

Emily Rathbone, Alessia Grassi

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.1026-1027

FASHION BRANDS IN THE METAVERSE: BRAND MARKETING AND CONSUMER ENGAGEMENT INITIATIVES

Patricia SanMiguel, Narmin Sayeed, Teresa Sádaba

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.958-962

HOW DOES BRAND-GENERATED CONTENT ON SOCIAL MEDIA INFLUENCE CONSUMERS: EMPIRICAL STUDY WITH FASHION BRANDS IN INSTAGRAM

Xiaoru Gao, Seung-Chan Choi, Sunghoon Kim, Kihyun Kim, Madhavi Chakrabarty

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.924

BRAND IMAGE FIT AND ITS EFFECT ON FASHION BRAND COLLABORATION

Valencia Lo, Min Teah, Isaac Cheah

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.621-626

THE EFFECT OF CUSTOMER EXPERIENCE OF A LUXURY FASHION BRAND POP-UP STORE ON CUSTOMER SATISFACTION, AFFECTIVE COMMITMENT AND BRAND LOYALTY IN METAVERSE ENVIRONMENT

Seon young Jhee, Sang-lin Han

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.584-588

OMNICHANNEL COMMUNICATION OF SUSTAINABILITY IN THE LUXURY FASHION SECTOR: A STRATEGY TO INCREASE CONSUMER BRAND ENGAGEMENT

Costanza Dasmi, Olga Nechaeva

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.480-483

THE INFLUENCE OF FASHION BRANDS’ SOCIAL MEDIA MARKETING EFFORTS ON BRAND ENGAGEMENT

Etta Y. I. Chen, Giang Pham

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.391

NFT FASHION OF LUXURY BRANDS AND BRAND ATTITUDES

Hyein Lee, Eunju Ko

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.130

EFFECT OF BRAND ENGAGEMENT AND LOYALTY PROGRAMMES ON JAPANESE FASHION COMPANIES’ FINANCIAL PERFORMANCE

Miao Miao, I Go, Linyuan Cui, Kayo Ikeda, Hideho Numata

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.20