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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

Is the Effect of Luxury Advertising on Consumer Evaluations of Fashion Brands Positive or Negative?

Akinori OnoFaculty of Business and Commerce, Keio University, Tokyo, JapanCorrespondence[email protected]
,
Yuka EguroFaculty of Business and Commerce, Keio University, Tokyo, Japan
,
Taichi NarisawaFaculty of Business and Commerce, Keio University, Tokyo, Japan
,
Naoki NomuraFaculty of Business and Commerce, Keio University, Tokyo, Japan
,
Takaya SatoFaculty of Business and Commerce, Keio University, Tokyo, Japan
,
Yuna SatoFaculty of Business and Commerce, Keio University, Tokyo, Japan
,
Yuta ShibamotoFaculty of Business and Commerce, Keio University, Tokyo, Japan
&
Soichiro YoshidaFaculty of Business and Commerce, Keio University, Tokyo, Japan
 show all
Pages 843-857 | Received 03 Nov 2017, Accepted 10 Feb 2020, Published online: 26 Feb 2020

Citations (6)

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Read on this site (3)

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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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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Articles from other publishers (3)

Humberto Fuentes, Jorge Vera‐Martinez & Diana Kolbe. (2022) The role of intangible attributes of luxury brands for signalling status: A systematic literature review. International Journal of Consumer Studies.
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Aihoor Aleem, Sandra Maria Correia Loureiro & Ricardo Godinho Bilro. (2022) Luxury fashion consumption: a review, synthesis and research agenda. Spanish Journal of Marketing - ESIC.
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Tat-Huei Cham, Boon Liat Cheng & Caryn Kar Yan Ng. (2020) Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders. Young Consumers 22:1, pages 28-67.
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