KOREASCHOLAR

BRANDS AND MYTHS: FROM COCO CHANEL, THE KELLY BAG AND A PANTHERE – A TYPOLOGY OF MYTHS OF VALUABLE LUXURY BRANDS

Franziska Wellendorff, Thomas Hensel, Fernando Fastoso

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1061

THE TRANSITION OF THE FASHION MARKET AFTER EXIT OF LUXURY BRANDS: THE EVIDENCE FROM THE NATURAL EXPERIMENT

Vera Rebiazina, Alexander Krasnikov

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1026

EFFECTS OF CONSUMPTION CONGRUENCE ON CONSUMER PREFERENCE ON AI DRIVEN SERVICE OF LUXURY BRANDS

Honglei Liu, Xinran Wang, Mengmeng Zhang, Huanzhang Wang, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1024

SUSTAINABILITY COMMUNICATION IN FASHION: A COMPARATIVE ANALYSIS OF B-CORP AND NON B-CORP BRANDS ACROSS LUXURY AND FAST FASHION

Eleonora Acciai, Mario Risso

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.935-942

THE VALUE OF ABSENCE: LUXURY BRANDS' CHALLENGES OF MAINTAINING BRAND ESSENCE AND EXCLUSIVITY ON SOCIAL MEDIA PLATFORMS

Dong Yang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.681

CROSS-BUYING EFFECTS OF OMNICHANNEL LUXURY BRANDS ADVERTISING MESSAGE : A SELF-DETERMINATION THEORY OF PERCEIVED AGILITY

Sang-Chul Son, Joonheu Bae, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.444

A DEEP UNDERSTANDING OF LUXURY FASHION BRANDS’ COLLABORATION PARTNER SELECTION STRATEGY: A DEEP LEARNING APPROACH

Hyunsang Son, Young Eun Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.441

EMBODYING COOLNESS AS A FORM CULTURAL CAPITAL OF LUXURY FASHION BRANDS: A COMPARISON STUDY OF BURBERRY AND AQUASCUTUM

Zhousheng Chang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.409-414

THE IMPACT OF INCLUSIVE MARKETING ON SOCIAL PERCEPTIONS AND BRAND ANTHROPOMORPHISM IN LUXURY BRANDS

Jung Eun Lee, Jia Wu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.329

ENGAGING CONSUMERS THROUGH THE STOREFRONT OOH ADVERTISING: HOW AR ELEVATING ADVERTISING CREATIVITY FOR LUXURY BRANDS

Chenyan Zou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.328

EXAMINING BRAND CRISIS IN THE LUXURY INDUSTRY: CRISIS SPILLOVER AND POST-CRISIS COMMUNICATION SPILLOVER ON RIVAL BRANDS

Sohyoun Shin, Sungho Lee, Hyunjung Kim, Haejoon Shin

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.295-296

IMAGE FLUENCY IN LUXURY BRANDS ON SOCIAL MEDIA

Selina Yuqing Xie, Joanne Yu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.7-12

STAYING OR LEAVING? RESOURCE REDEPLOYMENT AND REAL OPTIONS EFFECTS IN ACCELERATING OR MITIGATING FIRMS’ INTERNATIONAL MARKET EXIT DECISIONS

Katerina Boncheva, Nilay Bıçakcıoğlu-Peynirci, Robert E. Morgan, Matthew J. Robson, Mark Toon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.718-719

BALANCING LUXURY AND SUSTAINABILITY: THE ROLE OF AI INFLUENCER MESSAGING AND TRADE-OFF DISCOMFORT IN SHAPING ATTITUDE TOWARD BRAND

Qi Jiang, Joonheui Bae, Sang Chul Son, Kyung Hoon Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.603-606

METAVERSE AVATARS VS. REAL MODELS: SHAPING BRAND ATTITUDES

Sung Hun Bae, Erin Cho, Juran Kim

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.443

IMPACT OF CORPORATE ENVIRONMENTALISM ON BRAND EQUITY IN LUXURY BRANDING

Anwar Sadat Shimul, Isaac Cheah, Mahabubur Rahman, Mai Nguyen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.182-187

CONVERGENCE AND DIVERGENCE BETWEEN CONSUMERS' NEEDS AND BRANDS' OFFERS IN LUXURY RETAIL POST COVID ERA

Michel Phan, Klaus Heine

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.804-805

HOW GAME ADVERTISING INFLUENCES THE BRAND EQUITY OF LUXURY BRANDS

Mariana Rodrigues, Maria Inês Romero, Sandra Maria Correia Loureiro

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.705-710

LUXURY BRANDS ENTER METAVERSE: USING NFTS AS A POWERFUL TOOL TO CONSTUCT DIGITAL DESIRABILITY IN PHYGITAL MARKETING

Wuxia Bao, Liselot Hudders, Shubin Yu, Emma Beuckles

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.659

A STUDY ON THE DEVELOPMENT OF MEASUREMENT TOOLS FOR EROTIC CAPITAL OF LUXURY BRANDS

Wonbae Pang, Eunju Ko

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.598