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

THE IDENTITY PRISM GETS DIGITAL! EMERGING STRATEGIES TO NURTURE LUXURY CONSUMERS’ EXTENDED-SELF AND BRAND RELATIONSHIP

Lamberto Zollo, Riccardo Rialti

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1020

CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS

Xi Luo, Yangfan Cao, Jun-Hwa Cheah, Jennifer Yee-Shan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1010

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

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

IMPACT OF LUXURY BRAND VALUES ON PURCHASE INTENTION: SEGMENTING CUSTOMERS BASED ON INVOLVEMENT, NEED FOR STATUS AND COLLECTIVISM

Nuttapol Assarat, Theeranuch Pusaksrikit, Natee Srisomthavil

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.595-599

HOW LUXURY UPCYCLING ENHANCES BRAND ATTITUDE THROUGH THE CREATOR’S ESSENCE

Soonjong Kim, Yuri Seo, Saira Khan, Benjamin G. Voyer

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.511

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

THE EFFECTS OF LUXURY BRAND SALES PROMOTIONS ON CONSUMER INTRINSIC MOTIVATION AND BRAND PERCEPTION: THE MODERATING ROLES OF SELF-MONITORING AND BRAND GENDER

Jung-Gyo Lee, Luyao Shen, Jang Ho Moon

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.321-325

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

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

HOW CONSUMER FEEL TO THE DISTINCTIVE CATEGOEIES OF THE LUXURY BRAND’S CO-BRANDING AND THEIR SPILLOVER EFFECTS

Jie Sun, Tsun Wai (Wesley) Yuan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.188

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

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-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

THE INNOVATIVE ROLE OF AI FOR LUXURY BRAND STORYTELLING

Serena Rovai, Olga Nechaeva, Costanza Dasmi, Raffaele Donvito, Gaetano Aiello

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.26-27

BEYOND ‘LOUD’: HOW MINDFULNESS SHAPES INTRINSIC MOTIVATIONS FOR ‘QUIET’ LUXURY BRAND PROMINENCE

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.19

WHAT DRIVES PERCEPTIONS OF BRAND LUXURY WITH GEN Z? AN EXPLORATORY STUDY OF GERMAN CONSUMERS

Carolin Müller, Fernando Fastoso, Anja Spilski

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1059

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

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