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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

Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China?

Sojung KimDepartment of Journalism and Communication, Kyungpook National University, Daegu, South Korea; Correspondence[email protected]
,
Ka Yi LukSchool of Journalism and Communication, The Chinese University of Hong Kong, Shatin, Hong Kong
,
Binfang XiaSchool of Journalism and Communication, The Chinese University of Hong Kong, Shatin, Hong Kong
,
Nan XuSchool of Journalism and Communication, The Chinese University of Hong Kong, Shatin, Hong Kong
&
Xinzhu YinSchool of Journalism and Communication, The Chinese University of Hong Kong, Shatin, Hong Kong
Pages 824-842 | Received 08 Sep 2017, Accepted 24 Oct 2018, Published online: 12 Jan 2019

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Wei Shao, Yunen Zhang, Anni Cheng, Sara Quach & Park Thaichon. (2023) Ethnicity in advertising and millennials: the role of social identity and social distinctiveness. International Journal of Advertising 42:8, pages 1377-1418.
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Cristian Buzeta, Freya De Keyzer, Nathalie Dens & Patrick De Pelsmacker. (2023) Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study. International Journal of Advertising 0:0, pages 1-35.
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Chen Gan. (2023) Race, beauty type, and femininity in fashion advertising: Analysis of young Chinese female consumers’ responses. International Journal of Advertising 42:4, pages 662-681.
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Chen Lou, Xuan Zhou, Xun (Irene) Huang, Goh Xin Yun, Lee Yan Jie, Loon Kin Tat Bryan & Por Xin Rong. (2023) Flattering Me in the Right Way: Exploring Language Use and Ethnic Cues in Localized Advertising Among Singaporean Consumers. Journal of Interactive Advertising 23:1, pages 55-72.
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Martin Eisend, Adrienne F. Muldrow & Sara Rosengren. (2023) Diversity and inclusion in advertising research. International Journal of Advertising 42:1, pages 52-59.
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Jonas Polfuß. (2021) “Made in China” and Chinese Brand Management Across Cultures: A New Matrix Approach. Journal of International Consumer Marketing 33:1, pages 19-37.
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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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Jong-mi Kim. (2020) The Linguistics of Name Translation: Preferred Personal and Business Names in English, Korean, and Chinese. Names 68:2, pages 104-124.
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Tae Ho Song, Sang Yong Kim, Ho Kim & Jin Won Lee. (2019) Rival-benefiting effect of advertising: experimental extension and empirical investigation. International Journal of Advertising 38:4, pages 603-627.
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Articles from other publishers (6)

Kosuke Motoki, Jaewoo Park, Abhishek Pathak & Charles Spence. (2023) Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding. Journal of Destination Marketing & Management 30, pages 100815.
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Fan Yu & Ran Zheng. (2021) The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics 34:6, pages 1303-1323.
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Huifeng Bai, Julie McColl & Christopher Moore. (2021) Luxury fashion retailers' localised marketing strategies in practice – evidence from China. International Marketing Review 39:2, pages 352-370.
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Shaohua Yang, Salmi Mohd Isa, Hongyan Wu, Ramayah Thurasamy, Xi Fang, Yedan Fan & Danping Liu. (2022) Effects of Stores’ Environmental Components on Chinese Consumers’ Emotions and Intentions to Purchase Luxury Brands: Integrating Partial Least Squares-Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Approaches. Frontiers in Psychology 13.
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Syed Hassan Raza, Umer Zaman & Moneeba Iftikhar. (2021) Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender. Information 12:1, pages 35.
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Federica Codignola. 2021. Advances in Digital Marketing and eCommerce. Advances in Digital Marketing and eCommerce 255 262 .

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