Fashion marketing of luxury brands: Recent research issues and contributions

Eunju Ko and Carol M. Megehee

Journal of Business Research, 2012, vol. 65, issue 10, 1395-1398

Abstract: This introduction briefly summarizes each of the fifteen articles included in this special issue on fashion marketing of luxury brands and provides a rationale for the inclusion of each article. The articles are grouped by topic—luxury status/values, luxury consumer behavior, luxury brand management, and luxury brand counterfeiting—even though many of the articles include information relevant to at least one other topic. With authors representing thirteen different countries (and probably more if country of origin were to be considered), this issue on marketing of luxury brands is truly international in scope.

Keywords: Brand; Brand management; Consumer behavior; Counterfeiting; Fashion; Luxury; Status; Value (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (20)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296311003481
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1395-1398

DOI: 10.1016/j.jbusres.2011.10.004

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().