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

BEYOND THE HUMAN TOUCH: CONSUMER RESPONSES TO VIRTUAL INFLUENCERS ENDORSING GREEN FASHION AND MULTIPLE BRANDS

Eun Yeon Kang, Rachel Esther Lim, Yoon Hi Sung, Dongwon Choi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.804

SOCIAL MEDIA AS A CSR CANVAS: A STUDY OF FASHION BRANDS’ SUSTAINABILITY COMMUNICATION

Lynnanne Chao, Ting Chi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.786

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

CHOOSING CLOSE TO HOME: HOW DISEASE THREATS DRIVE PREFERENCE FOR LOCAL OVER GLOBAL BRANDS

Yunxin Liu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.400

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

A CROSS-CULTURAL STUDY ON AVATARS AND YOUNG CONSUMERS’ INTERACTIONS WITH FASHION BRANDS IN THE METAVERSE

Marta Giovannetti, Lala Hu, Elena Cedrola

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.31

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

THE POWER OF CHRISTMAS CAMPAIGNS TO BUILD STRONG BRANDS

Marta Blazquez Cano, Helen McCormick

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1072

SAFE AND SOUND! DEVELOPING A MAREKTING STRATEGY FOR SUSTAINABILITY-MINDED WORKWEAR BRANDS

Hyunjeong Koo, Jihye Yu, Eunju Ko

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1046

“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

BRANDS IN METAVERSE

Julia Pueschel, Satadruta Mookherjee, Alain Goudey, Shuyi Hao

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.963