KOREASCHOLAR

TO SACRIFICE OR NOT? PERCEIVED VALUE OF SACRIFICE GREEN INITIATIVES AND CONSUMER VALUES ON LUXURY HOTEL GUESTS’ PERCEPTIONS AND PREFERENCES

Jeffery Xie, Sean Lee, Fabio Costa, Steve Dix

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.451

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

VIP-MICRO INFLUENCERS: CREATOR ECONOMY IN LUXURY BUSINESS

Jaeseok Lee, Eunju Ko

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.435

SHAPING LUXURY: THE STRATEGIC ROLE OF INFLUENCERS IN INTERNATIONAL FASHION BRANDING IN CHINA

Lala Hu, Diana A. Filipescu, Albena Pergelova

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.420-421

LUXURY, IDENTITY, AND DIGITAL INFLUENCE: THE INTERPLAY OF CULTURAL CAPITAL AND SELF-CONCEPT ON SOCIAL MEDIA

Yingyu Li, Shinya Nagasawa

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.415-419

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

WEAVING STORIES OF PRESTIGE: LEVERAGING KENTE HERITAGE AND NARRATIVE STRATEGIES IN LUXURY BRAND ADVERTISING

Sharon Nunoo, Eddie Ruofei Chen, Morolake Dairo

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.331

STATUS VS. AUTONOMY: THE INFLUENCE OF HIGH AND LOW ART IN LUXURY ADVERTISING

Hanna Shin, Donghwy An, Nara Youn

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.330

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

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

REDEFINING LUXURY FASHION BRANDING THROUGH THE STORES: AN INTERNATIONAL PERSPECTIVE OF ARCHITECTURE AND SENSORY MARKETING ELEMENTS

Jin Jeong, Silvia Pérez-Bou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.304-307

MATERIAL VS. EXPERIENTIAL SELF-GIFTING: THE ROLE OF CONTEXTUAL FACTORS IN MILLENNIALS AND GEN Z’S LUXURY CONSUMPTION

Sanghee Kim, Hyo Jung (Julie) Chang, Robert Paul Jones, Tunmin (Catherine) Jai

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.303

GENDER DIFFERENCES IN RESPONDING TO AI VERSUS HUMAN-DESIGNED LUXURY GOODS

Yin Zhu Jin, Jia Heng Li, Tae Hyun Baek

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.297-301

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

HERITAGE IN VIRTUAL WORLD: COMPARING THE EFFECT OF METAVERSE AND PHYSICAL LUXURY FASHION ADVERTISING ON MESSAGE AUTHENTICITY AND PURCHASE INTENTION

Jeongbin Whang, Jae-Young Oh, Sohyeon Park

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.225

YOUNG CONSUMERS’ PERCEPTIONS AND INTENTIONS TO PURCHASE VIRTUAL LUXURY FASHION (VLF)

Hanna Lee, Angie Lee, Jung-Hwang Kim, Ui-Jeen Yu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.220-224

ANTHROPOMORPHISM AND REALISM OF VIRTUAL INFLUENCERS: CONSUMERS’ INTENTION TO PURCHASE LUXURY BRANDED PRODUCTS

Athena Wei Chee Chong, Tiong Ying Ying, Isaac Cheah, Yap Ching Seng, Joseph Sia Kee Ming

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.217