We propose that how people consider their own economic resources whether to be abundant or to beconstrained determines the quality judgment of an art. Respondents' with perceiving their own resources constrained evaluated the art relatively more attractive when the producer was an attractive (v. unattractive) person. However, When respondents' perceive their own resources to be abundant, no effect of the artist's attractiveness was found.

Our research focused on the development of a conceptual model of the turnover intention of part-time sales associates working in apparel retailing to enhance understanding of the issue and thus, provide information to apparel retailers to curtail the loss of human resources. The model consists of input variables and outcomes. Input variables were personal characteristics, work engagement, and work effort. Outcome variables were job performance, job satisfaction, burnout, and employee turnover. A convenience sample of 294 part-time workers completed an online questionnaire. Structural equation modeling was used to test hypotheses regarding antecedents to turnover intention. This study revealed that self-efficacy and work competencies indirectly influenced intention to turnover because they influenced work engagement, which in turn positively affected work effort. Work effort and work engagement directly influenced job performance, which in turn impacted job satisfaction. The data also indicated a negative relationship between job satisfaction and burnout. Burnout had a direct influence on turnover intention. As a research limitation, our data came from a purposive sample. A random sample of part-time associates is needed to generalize findings. This study provides numerous implications for future research with regard to additional variables impacting work effort, work engagement, job satisfaction, and turnover intention.

Exhibitions are becoming a new important marketing tool in the fashion industry. Consumer’s interest in the haute couture and arts is increasing in parallel to the increase of the need of museums to attract visitors. While many fashion brands have been holding exhibitions, very few studies have investigated the effectiveness of exhibitions. This study aims to obtain practical implications which can be applied to further exhibition marketing processes. To this end, the main goals of this study are thus as follows: (1) to analyze the fashion exhibition cases by categories; and (2) to examine customer satisfaction by the fashion exhibition types and to determine how customer satisfaction affects the brand image. In order to classify the fashion exhibition types, a total of 160 cases held in the last five years in all over the world were collected and the range was set to the B2C fashion exhibition practices. For quantitative analysis of the customer recognition, the survey was distributed to total of 309 participants. Each of respondents evaluated three stimuli therefore the nine stimuli were respectively evaluated by 103 people. As a result of our analysis, nine types of fashion exhibitions were derived by two criteria, namely, (1) the main purpose of an exhibition and (2) the contents of an exhibition. Most fashion exhibitions are held with the goals of aesthetics, sociability, and remembrance. Exhibitions display various fashion products, such as apparel, shoes, bags, and jewellry, fashion photography, as well as various artistic media, such as video, drawings, and installation arts. The nine types of fashion exhibitions were used as a stimulus to quantitatively verify the effectiveness of fashion exhibitions. According to the results of the statistical analyses, customer satisfaction and brand image were significantly different in the fashion exhibition type but the exhibition type does not directly affect the brand image. This study provides a better understanding of the growing influence of factors on the fashion exhibitions and extends the limited research area by verifying the response of fashion exhibition visitors on the marketing level. Moreover, our results provide practical implications for fashion brands to establish successful exhibition marketing strategies.

The present study aimed to figure out current situation and consumer perception on the advertising of functional climbing wear in Korea. Advertising is about showing consumers how products meet their needs. In case of functional clothing, the most basic need of consumer should be a functional need (Lee, 2014;Shimp, 2010). However, research on advertisement of functional clothing, especially focused on the functional information, has not carried out in Korea. Recently research by Liu and Yoo (2014) investigated changing patterns of magazine advertising of functional climbing wear from 2008 to 2013. It is found that advertisements of professional climbing wear had been changed like fashion apparel ads in terms of functional information, celebrity model dependence, and appeal type (Liu&Yoo,2014). On 2013, over 70% of functional climbing wear ads did not provide any functional information and percentage of celebrity model dependence was dramatically increased from 1.48%to35.30%. In this study, 388 adults in their 20-50’s were surveyed in order to figure out general satisfaction on advertisements of functional climbing wear. The survey consisted of eight questions including satisfaction with reliability, communicability, type of expression, model, and contents of functional climbing wear advertisement. For analysis of characteristics of respondents, years of climbing experience, frequency of climbing, average expenses per single purchase, and frequently exposed advertising media types were asked as well as demographic characteristics. Most of respondents (83.85%) were in their 30-50’s and had 3-5 years climbing experience (29.50%).Frequency of climbing was ‘once every two months’ (35.70%) and ‘1~2 times every month’ (25.26%), and the most frequent average expenses per single purchase was ‘100~300 thousand won’ (65.25%). Frequently exposed advertising media types were TV commercials (33.60%), magazine (23.10%), and internet (9.50%). Purchase frequency was ‘once every two tears’ (31.14%), ‘3~4 times in a year’ (29.11%), ‘1~2 times in a year’ (25.06%). Results showed respondents want ‘more precise information for better understanding of performance of functional climbing wears’ (4.22point out of 5.00). Significant differences in ‘advertisement of functional climbing wear is reliable’ were observed across age and gender; male rather than female group and ages 30 are than other age groups showed higher average value. Age 40’s significantly more wanted to be informed precise information via advertisement and preferred celebrity model than other age groups. Overall, ages 20-30’s were more satisfied with the advertisement of functional climbing wear than age 50’s. The results from this study could provide practical insights to establish guidelines for providing product information in the functional clothing industry.

The newly developed green fashion product, Eco-friendly Faux Leather Apparel (E-FLA) helps minimize harmful environmental impact with a low carbon footprint utilizing the progression of Bio-based Polyurethane and Nanocellulose technique. This study investigates green product purchase intentions along with the best available socio-psychological determinants and product criteria of the consumer green product adoption that can assist to launch E-FLA products in both western (England and the US) and eastern (China and South Korea) marketplaces. A total of 1,202 female respondents between the ages of 20 and 50 from England (N=297), the US (N=305), China (N=300), and Korea (N=300) completed the online survey. ANOVA indicated significant difference in consumers’ socio-psychological characteristics (consumption values, ethical consumption beliefs, self-satisfaction of ethical consumption, perceived consumer effectiveness, and environmental knowledge) and product criteria (product attributes of E-FLA) across four countries. Purchase intention and willingness to pay a premium for E-FLA products were shown differently across four countries. Multiple regression analysis results demonstrated differences in consumers’ socio-psychological and product criteria determinants for the purchase intention of E-FLA products across countries. Evidence suggests that differentiated marketing strategies for E-FLA products are required when targeting global consumers. Practical implications and theoretical suggestions to understand consumer sustainable consumption attitudes are proposed.

This study presents a flexible and highly stretchable textile circuit line for the signal and power transmission of smart clothing systems that provide wearing comfort and high mobility to where’s. A textile based circuit network on smart clothing requires 30% stretch ability so as not to constrain body movement. The advantages of a textile band type transmission line is the easy configuring of several separate transmission lines on a single band to construct a sensor module network. Conductive transmission line yarns have to be protected from deformation when textile transmission lines are stretched according to body movement. To ensure the elastic property of the smart clothing, textile transmission lines need to stretch more than 30% using the additional spandex yarns in warp. Four strands of conductive yarns were inserted in a single transmission line and each transmission line indicated 0.03Ω/cm in resistance. The resistance change rate of the textile transmission line during elongation was measured using a universal testing machine (Instron 5543) and Milliohmeter (Agilent 4338). The resistance of the transmission lines unchanged until breakage occurred at the 140% strain level. Resistance started to change at the 180% strain level where conductive yarns start to deform and break. In conclusion, the proposed textile transmission provides a comfortable wearing sensation that maintains a stable electrical performance during any type of body movement and is suitable for the wearable circuit of a highly stretchable smart wear system.

This study developed a user focused interface to improve a temperature regulation smart wear system controlled by a textile switch embedded on the outer surface. Designers need to investigate problems between design and consumers to enhance usability. Companies usually launch a final product where problems are resolved by repeated usability evaluation from the initial stage of product development. A textile switch was made all fabric for natural wear ability and designed for easy control and hands-free operation. Usability evaluation for textile switch design was conducted after reading manual without functioning. The survey selected five possibilities (metaphor, consistency, efficiency, flexibility, and aesthetic) from 10 heuristic evaluation assessment criteria of Nielsen(Feedback, metaphor, control, consistency, error prevention, efficiency, flexibility, aesthetic, recover form error, and help) to evaluate with a 5-point Likert-type rating scale restricted by 17 questions that collected specific opinions about user satisfaction. We randomly selected 20 general users to conduct the survey. A textile switch was made all fabric for natural wear ability and designed for easy control and hands-free operation. Usability evaluation for textile switch design was conducted after reading manual without functioning. The survey selected five possibilities (metaphor, consistency, efficiency, flexibility, and aesthetic) from 10 heuristic evaluation assessment criteria of Nielsen(Feedback, metaphor, control, consistency, error prevention, efficiency, flexibility, aesthetic, recover form error, and help) to evaluate with a 5-point Likert-type rating scale restricted by 17 questions that collected specific opinions about user satisfaction. We randomly selected 20 general users to conduct the survey. Textile switch is suitable for the interface of temperature regulation smart wear systems in terms of usability, because it synthetically presented high user satisfaction standards. We modify the final prototype based on usability problems selected through subjective evaluation.

The global luxury market is relentlessly growing over the last few decades, defying the global economic crisis. It is estimated that the luxury market is made up by a continuously enlarging heterogeneous group of 330 to 380 million consumers worldwide. The consumption of luxuries goes beyond the riches and wealth of countries, as the highest luxury spenders are to be found in places like the Middle East, Japan, and China. Luxury goods’ penetration relatively to GDP is low in countries like Germany and the U.S. and high in Italy, France, and South Korea. Wealth and economics alone cannot explain the economics underlying luxury consumption; culture is an important driver of growth in this sector. Culture gives meaning to luxuries, affects the perceived value and motivations to buy luxury goods, and determines luxuries’ signaling power and potency as differentiators and identity signifiers. Today, despite the size, growth and geographical spread of the luxury goods market, cross-cultural research is limited and rather scattered in different fields. Much of the research undertaken draws from Hofstede’s typology of culture and focuses on a narrow range of conceptual issues. The purpose of this presentation is to review and summarize existing cross-cultural research on luxury products and to identify fruitful future research directions that will expand our understanding of luxury goods marketing. In addition, attention will be given to examining current trends and behaviors in the field

Caliber persistent artery (CPA) is a vascular anomaly presenting as a bluish and pulsatile artery in the subepithelial tissue. Although the incidence of CPA was debated, many CPAs occurred in the perioral and facial tissues at which the embryonal strapedial artery networks were distributed. The present study demonstrated a case of CPA occurred in the retromolar buccal mucosa in a 37 years old male. The lesion showed many pinkish granular spots, but was asymptomatic except biting irritation during mastication. It had slowly increased in size up to 20 × 25 mm for 3 years, and recently became hemorrhagic due to the biting injury between left upper and lower second molars. With the fear of oral cancer an incisional biopsy was performed, and followed by histological and immunohistochemical study. Histologically the lesion showed many tortuous artery localized at the submucosa area, and the arterial wall was thick and its lumen was narrowed and shrunken. In the immunochemistry α-SMA was positive for thick smooth muscle layer of artery and arterioles, TGase 2 was weakly positive for the luminal surface of arterial intima, and bFGF was consistently positive for the perivascular fibrous tissue. But PCNA, VEGF, CD31, CMG2, TGF-β1, HSP-70, and 14-3-3 were almost negative for the vascular tissue. Therefore, it was presumed that the lesion was not actively proliferative nor degenerative but still retained its cellular stability and slow growing potential. It was finally diagnosed as CPA differentially from arterio-venous malformation, hemangioma, lymphangioma, and squamous cell carcinoma. The retromolar buccal mucosa CPA is first reported in this study and may present usual clinical findings depending on its size and location. This asymptomatic lesion could be severely hemorrhagic by minor biting injury, therefore, precise differential diagnosis should be made through biopsy, and careful therapy be followed.

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

The authors of this research show that gender plays a role in whether public star ratings of branded content films (e.g., ratings on Rotten Tomatoes) and increased awareness of surroundings differentially affect movie viewers’ willingness to spread word-of-mouth about films. For men, no matter whether they have high or low awareness of surroundings, a higher versus lower star rating uniformly enhances the likelihood they will recommend the film to others. In contrast, for women, momentarily heightened awareness of their surroundings enhances (diminishes) the likelihood of recommending the higher (lower) star-rated film. If women have low awareness of their surroundings, however, the differences do not emerge.

This research examined the effect of social media marketing on college students’ behaviors toward cotton clothing. The results showed that social media marketing had a greater impact on college students than conventional marketing or no marketing. Fashion brands should utilize social media to communicate with college students more effectively.

Peer pressure and popularity have always been important issues for teenagers, potentially impacting on teenagers’ attitudes towards luxury, social consumption motivation and their self-concept clarity (how clearly teens view themselves). We empirically investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which itself directly impacts attitudes towards luxury items. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.

30 LMH의 정유량 플럭스로 운전하는 MBR에서, 휴지 및 역세정에 따른 한외여과 분리막의 오염을 조사하였다. 또한, 연속적인 공기세정과 비교하여 분리막 여과저항을 최소화하기 위한 간헐적인 공기세정을 평가하였다. 여과 조건은 14.5분 여과와 0.5분의 휴지를 유지하였으며, 역세정 시간은 휴지 시간과 동일하게 운전하였다. 공기세정이 정지하는 동안에 분리막 표면의 겔층 위에 케잌이 빠르게 축척되었으며, 역세정으로 겔층과 케잌층의 복합층은 쉽게 제거되었다. 역세정 후에 공기세정이 정지하는 동안 분리막 표면에 케잌이 형성되어 공경 내부의 오염현상을 억제하였다. Pearson 상관성을 조사한 결과, 간헐적인 공기세정에서 공기 세정이 정지하는 시간과 분리막의 오염은 매우 연관성이 높다는 것을 알았다. 즉, 간헐적인 세정에서 공기세정이 정지하는 시간이 갈수록 오염억제에 효과적이었다.

침지식 분리막 모듈에서 공기강도에 따른 분리막 위치에 대한 오염을 조사하였다. 분리막의 충진밀도가 낮은 곳에서 높은 유체 유속을 나타내었으며, 유체 속도는 기-액 주입률에 비례하였다. 전단응력은 기-액 주입률 및 유체 유속에 비례하였다. 비가역오염(Rir)은 흡입 압력이 가까운 부분에서 가장 높게 나타났다(position 1). 비가역오염에 대한 저항과 분리막 고유 저항의 비(Rir/Rm) 및 비가역오염에 대한 저항과 가역오염의 저항의 비(Rir/Rr)도 position 1에서 가장 높게 조사되었다. 비가역오염(Rir)은 흡입 압력이 높은 곳인 position 1에 오염물질이 축적되어진 결과이다. 분리막 위치에 따른 오염현상은 모듈 디자인 최적화에 중요한 인자임을 알았다.

침지식분리막 오염을 최소화하기 위한 두 가지 공기세정방식을 비교하였다. 연속적인 공기세정과 단계별 공기량을 증가시키는 방식을 연구하였다. 15분의 여과 중에 세정공기의 증가는 5분마다 단계별로 공기량을 증가시켜주었다. 모의 여과 원수에 분말활성탄을 10 g/L 이하 그리고 카올린은 20 g/L 이하로 준비하였으며, 플러스는 80 LMH로 하였다. 단계별 공기세정방식은 연속적인 공기세정 방식보다 분리막 오염억제에 효과적이었다. 추가적으로 주입된 응집제는 분리막 오염저감을 보다 향상시켰다. 연속적인 공기세정의 오염현상은 공경막힘과 분리막 표면에 지속적인 입자의 축적에 기인하였다.

This study proposes the use of fashion as a tool of psychotherapy for individuals feeling social and psychological pressure due to society’s emphasis on appearances. The concept of fashion therapy was re-established, and theories (cognitive behavioral therapy, person-centered therapy, solution-focused brief therapy) founded on art therapy were introduced. Based on past research, this study developed a process for fashion therapy.

Stimuli-responsive biomaterials that alter their function through sensing local molecular cues may enable technological advances in the fields of drug delivery, gene delivery, actuators, biosensors, and tissue engineering. In this research, pH-responsive hydrogel which is comprised of dimethylaminoethyl methacylate (DMAEMA) and 2-hydroxyethyl methacrylate (HEMA) was synthesized for the effective delivery of doxorubicin (Dox) to breast cancer cells. Cancer and tumor tissues show a lower extracellular pH than normal tissues. DMAEMA/HEMA hydrogels showed significant sensitivity by small pH changes and each formulation of hydrogels was examined by scanning electron microscopy, mechanical test, equilibrium mass swelling, controlled Dox release, and cytotoxicity. High swelling ratios and Dox release were obtained at low pH buffer condition, low cross-linker concentration, and high content of DMAEMA. Dox release was accelerated to 67.3% at pH 5.5 for 6-h incubation at 37oC, while it was limited to 13.8% at pH7.4 at the same time and temperature. Cell toxicity results to breast cancer cells indicate that pH-responsive DMAEMA/HEMA hydrogels may be used as an efficient matrix for anti-cancer drug delivery with various transporting manners. Also, pH-responsive DMAEMA/HEMA hydrogels may be useful in therapeutic treatment which is required a triggered release at low pH range such as gene delivery, ischemia, and diabetic ketoacidosis.

The present study explored a reading-based speaking task for its potential to develop EFL students' fluency. Based on an L1 speaking model by Levelt (1989, 1993), the task was developed in a way that students can maximize their fluency in a scaffolding-rich condition: one in the stage of message generation and the other in linguistic encoding. The use of reading texts for the development of speaking fluency was also hypothesized to induce authentic interaction among interlocutors. How the reading-based speaking task functions as hypothesized was tested with five Korean college students who participated in a 4-week reading-based speaking program. The analysis of the group activity transcripts and interviews revealed that scaffolding in message generation took place in three types of language episode: a personal experience episode, a vocabulary-related episode, and a contentclarification/ elaboration episode. Linguistic encoding in L2 speaking was scaffolded via shared context, which enabled the participants to develop and utilize a paraphrasing skill. Finally, the participants’ engagement in speaking activities increased, affecting their willingness to communicate and their motivation to improve speaking.

Introduction The growth of the luxury goods market has seen an increased level of interest in the topic from both practitioners and academic researchers. The luxury market consists of a number of diverse categories (e.g., luxury clothing, cars, wines, jewelry, vacations) and is considerable in size, reaching €865 billion (over 1 trillion U.S. dollars) in 2014 (D’Arpizio 2014). While the topic of luxury brand marketing historically received only limited attention in the academic literature (Berthon, et al., 2009; Miller and Mills, 2012a) recent years have seen a growth of studies on the marketing of luxury products, including both goods and services). As the last half-decade has seen especially accelerated attention given to the topic, the time is right to examine the body of the overall literature on luxury brand. With the need for consolidation of findings in mind, this paper conducts a literature review of studies of luxury branding that is designed to contribute to the literature on luxury branding in multiple ways. First, the study is designed to provide guidance for researchers on luxury brands as to the definition and measurement of a “luxury brand.” While a number of studies have attempted to define the term, no single widely accepted definition of luxury brand exists and multiple measurement schemes have been put forward. This paper will review key definitions and measurement scales in an effort to help guide future researchers. A second intended contribution is to identify the most influential theories that have been used to help understand whether/why consumer behavior towards luxury brands differs from that towards other brands. A third intended contribution is to outline major sub-areas of research on luxury brands and identify key themes in the findings within these areas in order to summarize the state of knowledge of luxury brand marketing. These areas are: 1) consumer motivation for consuming luxury brands; 2) segmentation strategies for luxury brands; 3) international considerations; and 4) the role of social media in the marketing luxury brands. In conjunction with this goal we summarize how luxury brand marketing has been found to differ from the marketing of other types of brands. In other words, we identify what principles appear to be unique to luxury brand marketing. Finally, the study is designed to contribute to the literature by identifying areas especially in need of additional research in order to move this body of literature forward. Defining “Luxury Brand” Unfortunately for researchers, there is not a widely accepted definition of luxury brand. For example, the American Marketing Association’s dictionary of terms does not contain a definition of “luxury,” “luxury brand,” or “luxury marketing.” Yet, several scholars have attempted to define what constitutes a luxury brand. Prior research is characterized by, “…a lack of clarity regarding a definition, operationalization, and measurement of brand luxury” (Miller and Mills 2010, p.1471). This observation is consistent with previous calls by researchers for a more precise definition of luxury goods marketing (e.g., Berthon, et al., 2009). It has further claimed that the definition and measurement of luxury has been highly subjective (Godey et al., 2009). To the extent that it is true that definitions of luxury have been subjective, this is based on what individual researchers have put forward, as opposed to luxury being an inherently subjective construct. Thus, it is possible and desirable to define what a luxury brand is and measure the degree to which a given brand is a luxury brand. Fortunately, some researchers have made attempts to define luxury. The Miller and Mills (2012a) paper focused on fashion brands and also intentionally included several characterizations of luxury that were not designed to be formal definitions. Thus, it is not directly applicable to our purpose here, which is to identify key usable definitions of luxury brand that are generally applicable. For our purposes, a definition of a luxury brand should meet three key criteria in order to be considered viable definition. First, it should be based on a sound conceptual foundation, as is characteristic of academic definitions in general. Thus, we list here only those definitions that are logically derived from previously articulated and supported concepts. Second, the definition must be broadly applicable to luxury brands in general, and not just a subset such as only products or services, or one type of product category (e.g., fashion goods or automobiles). Finally, the theoretical definition should be capable of being operationalized in a way that allows the construct to be measured. Further, if the definition is multidimensional, it must be possible to measure all of the dimensions. We assembled a collection of definitions that meet these criteria that is displayed in table form. The literature largely defines luxury brands based on consumer perceptions (Heine 2012, Hagtvedt and Patrick 2009), managerially determined dimensions such as marketing activities and product attributes (Keller 2009, Nueno and Quelch 1998), or a combination of both (Vigneron and Johnson 2004, Berthon et al. 2009, Tynan et. al 2010, Vickers and Renand 2003). Some dimensions are present in multiple definitions such high quality (Keller 2009, Heine 2012, Dubois et al. 2001, Tynan et. al 2001, Vigneron and Johnson 2004, Nueno and Quelch 1998) rarity (Tynan et al. 2001, Heine 2012,Vigneron and Johnson 2004, Nueno and Quelch 1998), premium pricing (Keller 2009, Tynan 2010, Heine 2012, Nueno and Quelch 1998), and a high level of aesthetics (Keller 2009, Dubois et al. 2001, Heine 2012). Though the authors of many of these definitions present some explanation of the dimensions underlying the brand luxury definition, further clarification on how these dimensions should best be measured would make any definition of brand luxury more useful. Without methods to clearly measure brand luxury there exists a cacophony of definitions, all with their own grouping of necessary dimensions that lack true clarity or empirical backing. Measurement Scales for Brand Luxury Essential to a better understanding of luxury brands is availability of reliable and valid scales to measure the level of luxury a brand possesses and consumer perceptions of luxury value. There are a variety of reasons why widely accepted scale(s) for measuring luxury are necessary. First, as is evident from the numerous definitions of brand luxury, there exists considerable disagreement on what makes a luxury brand; making objective measurement necessary to clarify potential inconsistencies. Another important consideration in developing scales to measure luxury stems from the reality that amongst consumers and researchers it is acknowledged that not all luxury brands are equally luxurious (Vigneron and Johnson 2004). This suggests that it may be useful to view a brand’s relative luxury as existing on a continuum opposite another construct rather than as an absolute demarcation. The schemes developed thus far are presented with particular focus on those, which are most promising. While there is no generally accepted scale for measuring luxury, the scales that have drawn the most interest for measuring brand luxury appear to be Vigneron and Johnson’s (2004) BLI, and Dubois’ (2001) 33 item scale. Weidemann et al.’s (2009) scale also appears to warrant additional attention, while Miller and Miller and Mills’ (2012) scale appears to be promising but was designed for fashion brands only. Shukla and Purani’s(2012) effort is notable, but the real focus in on consumer motivation and not luxury. Key Theories Though a variety of theories are employed in the luxury marketing literature to explain the motivation for luxury consumption, a number of prominently used theories are summarized in Table 3. Though these various theories all add something slightly different to the understanding of what motivates luxury consumption, they all are largely social in nature. The oldest and perhaps most popular of these theories is conspicuous consumption which originates from Thorstein Veblen’s The Theory of the Leisure Class (1899). Veblen posits that individuals consume in a highly visible manner to signal wealth to others which infers status and power (Veblen 1899). More recently, Bearden and Eztel (1982) found that luxury goods consumed in public were more likely to be conspicuous in nature. Numerous measurement schemes have included conspicuousness as a key dimension of and motivation for consumption of luxury brands (e.g. Wiedmann 2009, Vigneron and Johnson 2004, Dubois et. al 2001). Social comparison theory has been used in a variety of ways to explain different types of luxury consumption motivation. For example, Wiedmann et al. (2009) proposes that since social comparison theory predicts that people tend to conform to majority opinion of their membership groups, that consumers may likely use a luxury brand to conform to social standards. Mandel and Cialindi(2006) find that social comparisons impact not only one’s feelings of self-satisfaction, but also preference for luxury brands. Researchers have also used social comparison theory as a way to understand how consumers engage in comparison between themselves and mass media outlets, Kamal et al. (2013) use this theory in the context of social media marketing and luxury goods. Self-concept theory is another lens scholars have used to examine luxury consumption. Self-concept comprises of how a person feels about his or herself (Gil et al. 2012) making one’s self-concept a potential motivator for luxury consumption. Luxury brands can appeal to self-concept by making consumers feel good about themselves through possession or gift giving (Shukla and Purani 2010). Recent findings have also suggested that one’s self-concept orientation can have an effect on preference for certain types luxury consumption. Kastakankis and Balabanis (2012) find that consumers with an interdependent self-concept are associated with bandwagon luxury consumption while an independent self-concept discourages this type of behavior. Consumer culture theory in general (see Arnould and Thompson 2005) and Belk’s (1988) concept of the extended-self in particular, have informed how many researchers understand luxury consumption motivation. The extended-self helps to explain the symbolic role luxury possessions have in the consumers’ lives (Han, Nunes, and Dreze 2010). Consumers use possessions to form and alter their identities in order to fit their projections of who they are and hope to be (Belk 1988). Value in the possession and consumption of luxury brands is held in the ability to extend one’s self (Hung et al. 2011). Extended-self also serves as one of the five factors in Vigneron and Johnson’s (2004) BLI scale and includes the items of leading, very powerful, rewarding, and successful to measure this factor. While some have argued that a characteristic of luxury brands is their uniqueness (e.g. Dubois et al. 2001), others have also suggested that an individual’s desire to be seen as unique is another important motivation for luxury consumption. Underlying this assertion is Snyder and Fromkin’s (1977) theory of uniqueness, which proposes that individuals develop the need to differentiate themselves from others when there is too much similarity in their social environment. Tian, Bearden, and Hunter’s (2001) concept of consumer’s need for uniqueness is derived from the theory of uniqueness. Consumer’s need for uniqueness suggests that consumers pursue differentness relative to others through the consumption of goods with the intention of developing and enhancing one’s self and social image (Tian et al. 2001). Luxury goods inherent scarcity due to high price and restricted distribution makes it an especially strong category for those attempting to display uniqueness to others (Bian and Forsythe 2012) Motivations and Reasons for Consuming Luxury Goods A consistent theme in the luxury goods marketing literature is that the motives for buying luxury brands differ from those of other types of brands. Numerous studies have explored a variety of potential motives for luxury brand consumption and findings consistently confirm that unique factors contribute to the consumption of luxury brands. At the broadest level, it has been found that luxury brands are attractive to consumers for multiple reasons. Central to the appeal of luxury brands are symbolic meanings consumers attach to them as opposed to specific product features (Han et al., 2010; Kastakanis and Balabanis 2012). More so than standard brands, luxury brands attempt to leverage the meanings consumers attach to them in order to increase sales. The motives underlying the attachment of meanings to luxury brands are a key to understanding why consumers purchase luxury brands. A summary of key articles aimed at exploring motivations for luxury consumption is provided in this section. Clearly, motives for purchasing luxury brands is drawing research interest and is in need of additional research. One longstanding factor that consistently comes up is the importance of social influence and comparisons to others as well as a desire to project a certain image to others due to status consciousness. The role of hedonic pleasure through the consumption of luxury goods has also been a point of emphasis in several studies. More recently, some studies focusing on promising additional factors, including luxury brand consumption as an expression of personal values and as a result of pride, or expressing self-confidence have produced key findings. It is also clear that some variation in motives for purchasing luxury brands has been found, such as differences between product categories, by gender, and culture, and that need more research in these areas. International/ Cross-Cultural Considerations A sub-topic that has been investigated by several researchers is whether international and cross-cultural factors have an impact on luxury brand marketers. It has been well documented that many luxury goods marketers have been successful in selling their products to high income/ high-status consumers around the world. As the market for luxury goods continues to grow consumer demand in Western developed markets have stalled in the face of recessionary trends while the appetite for luxury goods has grown in emerging economies such as China, India, Brazil, and Russia (Shukla and Purani 2012). After reviewing the literature in this area it seems that to date, the studies done on cross-cultural issues in luxury brand marketing appear to raise more questions than they solve. On one hand, it is clear that luxury brands have grown in many parts of the world, resulting in interest in whether there are significant cultural factors independent of income that drive to own luxury goods. On the other, some studies appear to show individualism vs. collectivism matters to consumers while others are suggestive of similar motives across countries. As a result, it is very much worthwhile for more studies attempting to uncover nuances as to the circumstances under which collectivism makes a difference. Moreover, additional study of factors that may vary across culture, such as the influence of country of origin, value consciousness and susceptibility to interpersonal influence as well as other cultural factors should be considered going forward. Market Segmentation for Luxury Brands The extant research on segmentation in luxury brand markets suggests that there are strong possibilities for cross-market segmentation. The findings of Ko et al. (2007,2012) and Wiedmann et al. (2009) are notable examples of such possibilities. However, it must be noted that the research conducted to data primarily focused on markets at high levels of economic development, so further research on the circumstances under which markets can be segmented cross-nationally. It is also notable that much of the research on this issue has been conducted on female subjects, and in light of the Stokberger-Sauer and Teichman (2013) findings of gender differences in Germany, more research is needed on this topic. Effective Use of Social Media for Luxury Brands Research related to social media marketing and luxury brands is reviewed and underlying themes are presented. Because of the evolving nature of social media promotion and the limited number of studies, it is difficult to draw sweeping conclusions from the literature. However, it is clear that social media can be used to build brand image and enhance purchase intention if done properly. Moreover, Kim and Ko’s (2010 and 2012) study provides a promising framework for better understanding the impact of social media programs on various outcome measures. Conclusion and Suggestions for Future Research Recent growth in the study of the luxury market has produced a body of literature that has addressed a number of important issues related to the subject. This literature highlights how the marketing of luxury brands is different than other products while raising even more questions. Future research suggestions on all the topics included are presented based on the findings and themes in the literature review.