Extensive research has investigated how perceived brand globalness (PBG) and perceived
brand localness (PBL) affect brand. In this systematic literature review, the authors organize …

This article captures the present state of research on counterfeit luxury consumption by
providing a critical review of the existing body of knowledge. The article proposes a novel …

This study aims to examine what makes the image content of fashion brands successful on
Instagram, while comparing between luxury and fast fashion brands. A quantitative analysis …

The ever-increasing prominence of social media platforms demonstrates the level of
engagement of Indian luxury consumers. This study aims to determine the influence of social …

Rooted in a multi-method approach, both qualitative and quantitative, two successive
studies were carried out to determine the relationships that consumers establish with their …

Prior studies have mostly concentrated on consumers' intentions to purchase luxury brands,
and research on luxury consumers' repurchase intentions is limited. In this study, we identify …

This research is a comparative study of the marketing of luxury brands by social media and
by traditional media. It examines the influence of status consumption and brand equity and …

The literature examining the influence of augmented reality (AR)-driven experiences on
consumer outcomes in retail is at an emerging stage, with little investigation conducted in …

This research studies the role of hedonic versus utilitarian message appeals in luxury goods
communication, investigating how using one or the other type of message appeal affects …

This study explores two burgeoning aspects of marketing research; inspiration and
engagement, in the context of mass‐prestige brands; that is those brands that position …