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International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 6: Luxury Brand Advertising; Guest Editor: Dr. Eunju Ko
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Articles

Can premium private labels compete with luxury brands: the impact of advertising on perceived luxuriousness

Seoyoung KimKorea University Business School, Seoul, Korea; ;Terry College of Business, University of Georgia, Athens, GA, USA;
,
Sungkyu LeeKorea University Business School, Seoul, Korea;
,
Jong-Ho LeeKorea University Business School, Seoul, Korea; Correspondence[email protected]
&
Charles R. TaylorVillanova School of Business, Villanova University, Villanova, PA, USA
Pages 761-782 | Received 06 Sep 2017, Accepted 30 Sep 2018, Published online: 19 Jan 2019

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Read on this site (7)

Jeong-Bin Whang, Ji Hee Song & Jong-Ho Lee. (2024) Two important strategies to attenuate consumer purchase hesitation☆. International Journal of Advertising 43:5, pages 824-846.
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Van Chien Duong, Billy Sung, Matthew Barber, Emma Regolini & Min Teah. (2022) Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display. Journal of Global Scholars of Marketing Science 32:4, pages 554-578.
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Charles Aaron Lawry. (2022) Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences. International Journal of Advertising 41:4, pages 796-822.
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Eunju Ko. (2020) Luxury brand advertising: theory and practice. International Journal of Advertising 39:6, pages 757-760.
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Gogichaishvili Teona, Eunju Ko & Sang Jin Kim. (2020) Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising 39:6, pages 858-887.
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Antigone G. Kyrousi, Eirini Koronaki, Athina Y. Zotou & Anastasios Panopoulos. One value does not ‘fit’ all: value-laden luxury advertising through the lens of consumer individuality. Journal of Marketing Theory and Practice 0:0, pages 1-24.
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Minjung Cho, Eunju Ko & Benjamin E. Borenstein. The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention. International Journal of Advertising 0:0, pages 1-23.
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Articles from other publishers (10)

Sedki Karoui, Azza Temessek Behi, Dorsaf Fehri, Samy Belaid & Jérôme Lacoeuilhe. (2024) Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling. Journal of Retailing and Consumer Services 79, pages 103852.
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Kian Yeik Koay & Mei Kei Leong. (2024) More than a mere cup of bubble tea: how does perceived luxuriousness affect the intentions to revisit?. British Food Journal 126:6, pages 2588-2603.
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Sharon Xin Ying Ong & Natalia Vila-Lopez. (2023) Brand hate in the cosmetic industry: drugstore versus luxury make-up brands. Young Consumers 25:1, pages 109-127.
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Wasib Bin Latif, Md. Nazrul Islam, Issa Ahammad, Md. Shak Forid, Priyanka Das Dona & Md. Mahedi Hasan. (2024) Determinants of customer-based brand equity on brand image: The moderating role of tourism management and advertisement. Corporate Governance and Organizational Behavior Review 8:1, pages 252-263.
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Xi Zhang, Xiaopei Liu, Yi Zhang & Bo Jin. (2024) Seeing is Believing: Exploring the Influence Mechanism of Previews on Online Video Courses Purchase via Intrinsic and Extrinsic Cues. IEEE Transactions on Engineering Management 71, pages 7353-7363.
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Tae Hyun Baek, Jungkeun Kim, Sukki Yoon, Yung Kyun Choi & Charles R. Taylor. (2023) The COVID ‐19 threat and luxury advertising . Journal of Consumer Behaviour 22:3, pages 582-596.
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Chao Gu, Shuyuan Lin, Jie Sun, Chun Yang, Jiangjie Chen, Qianling Jiang, Wei Miao & Wei Wei. (2022) What do users care about? Research on user behavior of mobile interactive video advertising. Heliyon 8:10, pages e10910.
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Rubal Rathi, Ruchi Garg, Aakanksha Kataria & Ritu Chhikara. (2022) Evolution of luxury marketing landscape: a bibliometric analysis and future directions. Journal of Brand Management 29:3, pages 241-257.
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Andreas Aldogan Eklund & Miralem Helmefalk. (2021) Congruency or incongruency: a theoretical framework and opportunities for future research avenues. Journal of Product & Brand Management 31:4, pages 606-621.
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Sita Mishra, Gunjan Malhotra & Garima Saxena. (2020) In-store marketing of private labels: applying cue utilisation theory. International Journal of Retail & Distribution Management 49:1, pages 145-163.
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