Livestreaming commerce is a form of e-commerce that embedded real-time video presentation and social interaction. It provides immersive shopping experience reinforced by high levels of interactivity and instant bidirectional communication. China, as one of the biggest livestreaming markets, has reached 2.3 trillion (CNY) livestreaming commerce market value in 2022. In a 2020 survey, two-thirds of Chinese consumers experienced livestreaming shopping in the previous year. Accordingly, luxury brands, such as Chanel and Louis Vuitton have started to implement livestreaming commerce in China. However, for years, luxury brands have struggled with online commerce as it may impact upon perceptions of exclusivity and dilute brand value. Research on the efficacy of live commerce emerged in recent years and mostly focused on non-luxury brands. However, luxury brands cannot simply copy digital marketing strategies that proved to be effective for non-luxury brands. To date, limited academic attention has been devoted to the luxury commerce in a livestreaming context.

With the growth of blockchain technology, the potential of NFTs is receiving significant attention across all industries. As NFTs emerge as a novel type of asset, they are drawing attention as a potentially important market, particularly for many luxury goods. This study aims to understand the concept of NFTs and their influence on e-WOM. This study develops a research model that facilitates an understanding of luxury brands’ NFT marketing activities and tests it with a consumer survey. Our analysis reveals important characteristics of perceived NFT marketing activities such as scarcity, resaleability, and authenticity. Furthermore, the impact of specific NFT marketing activities and their influence on e-WOM are discussed. This study contributes theoretical insights for researchers and has practical implications for practitioners who manage marketing activities for NFTs.

Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.

Consumers may not be fully aware of the level of personalization used in brand placements in digital advertising. Personalized brand placements use customer data to select and insert preferred brands into digital media content, such as having Coke appear in a YouTube video for someone who favors Coca-Cola. This personalization can enhance the consumer experience (Trifts & Aghakhani, 2018) but may also backfire if placements don't account for changes in brand preference or when personalized placements are co-consumed with a person whose preferences strongly diverge from one’s own (e.g., one’s romantic partner; Brick, Fitzsimons, Chartrand, & Fitzsimons, 2018). Brands have a significant impact on how people perceive each other. Brands convey social information and symbolic meaning (Keller, 1993; Levy, 1959) and can influence behavior (e.g., Fitzsimons, Chartrand, & Fitzsimons 2008) and provide a source of affiliation (Escalas & Bettman, 2003). However, less is known about how brands affect basic social connections like empathy. This notable gap is relevant to the evaluation of the impact of brand placements in digital advertising as brand logos are quite visible in brand placements and can be the first piece of information someone observes when forming an attitude towards another person. For example, imagine an Instagram post of a person wearing a Harley Davidson baseball cap. What kind of person did you imagine? Does your impression change if, instead, the brand was People for the Ethical Treatment of Animals, or the Trump Organization? Moreover, how likely would you be to engage with media showcasing a person supporting this brand. In the current research, we propose that personally disliked brands create a negative bias in person perception and consumer judgment, a phenomenon we coin “brand negativity bias.” Our results show that disliking a brand can reduce empathy for others and substantially bias attitudes toward a digital product associated with but not created by the brand. Specifically, we show process evidence that suggests disliked brand placements reduce (1) empathy toward others through reductions in perceived similarity and (2) attitudes toward a digital product through perceived similarity and empathy, as serial processes. In addition, although we do not empirically test an overall mechanism that explains the negativity bias in its entirety, we speculate several reasons that underlie the broad influence of personally disliked brands (e.g., symbolic, ideological, or moral). From a societal point of view, our findings inform the public to be mindful of how simple consumption cues can bias people’s decision making, which holds implications beyond consumer judgment in domains involving first impressions.

Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

Interest in metaverse-based NFTs is growing rapidly. Therefore, NFT fashion marketing is increasing in fashion-leading luxury brands. This study provides a deep understanding by analyzing NFT cases of luxury brands through the typology of NFT fashion. Based on the ternary model of stimulants and brand attitudes through case analysis, in-depth interviews are conducted targeting experts in the fashion industry. Through this, this study aims to investigate the brand attitude toward NFT fashion of luxury brands. As a result of the analysis, NFT fashion marketing of luxury brands creates an immersive consumer experience and increases participation in raising brand value for young consumers. Contribute to brand favorability by responding quickly to market changes. This study provides theoretical implications and marketing strategy directions for NFTs in the context of luxury brands.

Metaverse provides technology for people to connect, find communities, and grow businesses. Its sales have seen growth during the COVID-19 pandemic. In an era of metaverse, luxury brands such as Gucci, Ralph Lauren, Burberry, Balenciaga, and Dolce & Gabbana are trying to adapt to new changes. They launched NFT(Non-fungible token) goods, digital fashion, and virtual luxury goods on various metaverse platforms such as Zepeto, Roblox, and Fortnite. For example, Ralph Lauren in Zepeto provides various types of luxury items, immerses in virtual performances, and has a game plot interaction. As people immerse themselves in the Metaverse, they feel happy from various activities—such as watching advertisements, drinking juice, and playing with friends. Thus, what factors should be considered when the luxury brands manage the metaverse?

본 연구는 K-뷰티브랜드의 CSR동기가 CSR 진정성과 브랜드 신뢰에 주는 영향과 CSR 진정성 과 브랜드 신뢰가 브랜드 지지에 주는 영향을 확인하고자 한·중 소비자 데이터를 이용해 비교연구하여 진 행하였다. 수집된 데이터 중 392부를 검증에 사용하였고 2단계 접근법과 최우도 측정법을 활용해 분석하였 다. 연구 결과, 자기본위적 동기를 제외한 가치지향적, 이해관계자지향, 전략적 동기는 CSR 진정성과 브랜 드 신뢰에 긍정적 영향을 주는 것으로 나타났다. 또한 CSR 진정성은 브랜드 신뢰에 긍정적 영향을 주었고, 이는 브랜드를 지지하는 것으로 나타났다. 한·중 소비자를 비교한 결과, 두 나라 모두 CSR동기가 진정성과 브랜드 신뢰에 영향을 주는 것으로 나타났으나 중국소비자가 한국소비자보다 더 많은 부분에서 높게 나타 난 결과를 보였는데 이러한 결과는 K-뷰티 브랜드의 중국시장 확장을 위해서는 중국소비자를 이해하고 그 들이 추구하는 CSR동기 전략을 강화해야 한다는 시사점을 가진다.

지능형 컴퓨팅의 등장으로 빅데이터를 활용한 패션 브랜드 의미 마이닝과 가치 홍보에 초점을 맞춘 새로운 연구 트렌드가 등장하였다. 본 연구의 목적은 인기 여성복 브랜드 5개를 대상으로 다양한 종류의 의류에 대한 소비자 감성 트렌드를 조사하는 것이다. 유니클로, 에이치스타일, 베로모다, 피스버드, 온리. 이를 위해 총 93,550건의 소비자 평가를 수집하고, 키스멧 감성 분석 엔진을 활용하여 의류 유형별 감성 극성도를 분석하였 다. 그 결과, 브랜드에 따라 감정 극성이 크게 다르다는 것을 알 수 있었으며, HSTYLE 후드티, ONLY 니트웨 어, 피스버드 순면, 유니클로 니트가 각각 소비자들에게 가장 강한 긍정적 감정을 불러일으켰다. 또한 이번 연 구에서는 각 브랜드에서 가장 인기 있는 의류 유형과 착용 효과를 밝혀 패션 기업이 효과적인 마케팅 전략을 수립하고 제품 제공을 강화하는 데 중요한 인사이트를 제공했다. 이러한 연구 결과를 바탕으로 게임 업계에서 는 감성 분석을 적용하여 다양한 게임 브랜드, 장르, 게임 플레이에 대한 플레이어의 감정 반응을 이해하고 게임 프로모션 전략과 제품 디자인 개발에 도움을 줄 수 있다. 전반적으로 이 연구 결과는 디자인 분야에서 빅데이터의 잠재력을 입증하고 업계에서 경쟁 우위를 확보하기 위해 빅데이터를 활용하는 것이 중요하다는 점을 강조할 수 있다.

본 연구에서는 외국 브랜드의 현지성 지각이 개도국 소비자의 브랜드 신뢰와 구매 의도에 미치는 영향을 실증 적으로 검증한다. 본 연구는, 사회정체성이론을 바탕으로, 개도국 시장에서는 브랜드 현지성이 내집단 정체성을 소비자에게 신호함으로써, 소비자의 브랜드 신뢰와 구매 의도를 높일 수 있다고 주장한다. 본 연구는 필리핀 소 비자를 대상으로 수행한 한국과 중국 브랜드에 관한 온라인 조사에서, 브랜드 현지성의 긍정적 효과를 실증적으 로 확인한다. 동시에, 브랜드 현지성 효과가 소비자 세계주의 성향이 낮거나 적대감이 높은 소비자에게서 높게 나타나는 점도 발견한다.

Not disclosing or inadequate disclosing of material relationship between an influencer and an advertiser(brand) when the influencer is paid or provided with any benefit by the advertiser to create contents including endorsement or testimonial could lead to a type of unfair advertising prohibited by the Act on Fair Labeling and Advertising as a deceptive advertising. The Act only contains provisons that impose penalty surcharges on business entity and business entities’ organization and accordingly amendments were proposed which include articles imposing influencers sanction such as penalty surcharges and administrative fine for inadequate disclosure of material relationship with advertisers on their endorsement or testimonial. In this context, a review on constitutional legitimacy of such sanction on an influencer based on international regulation trends is called for. As a new kind of advertisement emerges in which commercial and non-commercial speech are mixed and it is difficult to discern between the two, the ground of more lenient and relaxed judicial review standard the Constitutional Court has been applied to decision on legitimacy of restrictions to commercial advertisement is weakening. Subtle marketing using influencers’ endorsement and testimonial lacking appropriate disclosure of material link to advertisers is also an example of the novel advertising expression. Even if the more lenient approach as well as the original proportionality test is applied, there is little room for constitutional justification of sanctions against individual influencers for inadequate disclosure because the sanctions is more extensive than is necessary to achieve the goal of legislation and the additional burden imposed on individuals is greater than the public interest promoted by the introduction of sanctions. It is also difficult to justify sanctions on individual influencers in terms of the Void for Vagueness doctrine. Rather than introducing sanctions on influencers not disclosing conspicuously, alternatives like means of securing voluntary regulatory compliance(commitments decision), activating civil damages claim and development of contractual provisions influencers should comply with, and use of self-regulatory code of conduct and self-regulatory review board are the solutions which is more constitutionally justifiable and more consistent with regulatory trends for inadequate disclosure in influencers’ endorsement and testimonial.

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

This study analyzed product conditions in terms of “size system,” “clothing construction depending on fit,” “details,” “colors,” and “prices,” with an emphasis on young contemporary brands for spring/summer 2021, in order to provide basic data for the development of small-sized women’s jackets. Out of 96 domestic and foreign brands, the study analyzed 254 small-sized jacket products from 23 brands that produce size-XS jackets. First, when examining the sizes for women’s jackets, we found that 8 out of the 23 brands offer a size-XXS option. After conducting tree analysis to analyze the factors affecting the production of size-XXS, the study found significant results in the areas of “distinction between domestic and foreign brands” and “product price.” Second, after categorizing small-sized women’s jackets into 3 categories— fit-slim, basic, and straight—the study analyzed clothing construction elements depending on fit. This seasons mainly feature straight-fit’s hip-line length jacket, a 4-panel pattern, and a panel without a waist dart. Third, the study, through the analysis of the colors of small-sized women’s jackets, found a higher frequency of colors in the order of black (23.0%), white (13.3%), and beige tones (10.1%), with additional colors such as sky blue, rose pink, and aquamarine in production, which exhibit the senses of the seasons. Price analysis revealed that small-sized jackets constituted a price range at the mid-to-low end, as in ₩50,000-100,000 (30.3%), ₩100,000- 150,000 (19.3%), and ₩150,000-200,000 (11.8%).

The purpose of this study is to analyze how modern fashion brands practice cultural sustainability by investigating the ways they use and reinterpret traditional culture and clothing. The transmission and reinterpretation of traditional cultural elements connect the past, present, and future. These forces also lead to the development of new creativity in the fashion industry. Three brands have been selected for case studies: Danha (Korea), Mittan (Japan), and Jan Jan Van Essche (Belgium). These brands possess in-depth understanding of traditional cultural elements, including clothing, dyeing techniques, and patterns unique to various regions and minority groups. The brands all make use of traditional cultural identities whose clothing contains the historical and sentimental values of various regions and ethnic groups. The use and mixing of various cultures can be seen as the respectful preservation of global culture. Also, in contemporary fashion, the use of traditional culture plays an important role in the presentation and development of creative designs. The use of traditional handicraft techniques and the use of traditional clothing in the past convey cultural diversity to future generations; they will have a lasting influence on future fashion trends. The results of the study show that cultural sustainability in contemporary fashion has been implemented through safeguarding and respecting indigenous cultures and developing cultural elements into creative design.