Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

• Antigone G. Kyrousi(Deree - The American College of Greece, Greece)
• Athina Y. Zotou(Deree - The American College of Greece, Greece)
• Eirini Koronaki(University of Western Macedonia, Greece)
• Anastasios Panopoulos(University of Macedonia, Greece)