International Journal of Advertising, Volume 39, Issue 6 (2020)

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International Journal of Advertising, Volume 39, Issue 6 (2020)

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Luxury Brand Advertising; Guest Editor: Dr. Eunju Ko

Editorial

Editorial
Luxury brand advertising: theory and practice
Eunju Ko
Pages: 757-760
Published online: 14 Aug 2020
First Page PreviewforLuxury brand advertising: theory and practice | Full Text | References | PDF (309.1 KB) | EPUB
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Articles

Article
Can premium private labels compete with luxury brands: the impact of advertising on perceived luxuriousness
Seoyoung Kim, Sungkyu Lee, Jong-Ho Lee & Charles R. Taylor
Pages: 761-782
Published online: 19 Jan 2019
AbstractforCan premium private labels compete with luxury brands: the impact of advertising on perceived luxuriousness | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Grotesque imagery enhances the persuasiveness of luxury brand advertising
Donghwy An, Chulsung Lee, Janghyun Kim & Nara Youn
Pages: 783-801
Published online: 29 Jan 2019
AbstractforGrotesque imagery enhances the persuasiveness of luxury brand advertising | Full Text | References | PDF (1.6 MB) | EPUB
  • 2172 Views
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Article
Celebrity endorsements for luxury brands: followers vs. non-followers on social media
Sanga Song & Hye-Young Kim
Pages: 802-823
Published online: 19 May 2020
AbstractforCelebrity endorsements for luxury brands: followers vs. non-followers on social media | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China?
Sojung Kim, Ka Yi Luk, Binfang Xia, Nan Xu & Xinzhu Yin
Pages: 824-842
Published online: 12 Jan 2019
AbstractforBrand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China? | Full Text | References | PDF (1.3 MB) | EPUB
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Article
Is the Effect of Luxury Advertising on Consumer Evaluations of Fashion Brands Positive or Negative?
Akinori Ono, Yuka Eguro, Taichi Narisawa, Naoki Nomura, Takaya Sato, Yuna Sato, Yuta Shibamoto & Soichiro Yoshida
Pages: 843-857
Published online: 26 Feb 2020
AbstractforIs the Effect of Luxury Advertising on Consumer Evaluations of Fashion Brands Positive or Negative? | Full Text | References | PDF (1.2 MB) | EPUB
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Article
Environmental claims in online video advertising: effects for fast-fashion and luxury brands
Gogichaishvili Teona, Eunju Ko & Sang Jin Kim
Pages: 858-887
Published online: 10 Sep 2019
AbstractforEnvironmental claims in online video advertising: effects for fast-fashion and luxury brands | Full Text | References | PDF (4.3 MB) | EPUB
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