Purpose This paper aims to review the topic of “luxury fashion consumption”, a field of recent
interest for academics and practitioners. However, a literature review that can map the …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

Purpose This study aims to analyze the relationship of mass versus niche brand coolness on
consumers' brand loyalty, mediated by attitude toward the brand and moderated by …

Human social media influencers are facing a challenge due to the advent of the following
line of influencers: computer-generated imagery, known as “Virtual influencers.” This study …

The purpose of this article is to conduct a detailed analysis of the integration of Artificial
Intelligence (AI) marketing to get brand recognition for social business. It has been seen that …

Purpose: This study aims to analyze the relationship of mass versus niche brand coolness
on consumers' brand loyalty, mediated by attitude toward the brand and moderated by …

The main aim of this research is the development of a methodological approach for the
promotion of a new fashion brand based on a digital marketing strategy. This method should …

摘要目的–本文旨在回顾“奢侈时尚消费”, 这是学术界和从业人员最近关注的一个话题. 然而,
目前仍然未能将现有知识分类并为未来研究提供议程的文献回顾. 方法–本文使用系统的文献 …

This study aims to determine the Analysis of E-WOM, Product Quality, and Brand Awareness
on Purchase Intention at Babang Redo Coffee Shop. This study is an associative study …

This paper presents a methodological approach to introducing a new fashion brand to the
digital market. According to the developed methodological approach, the readiness for the …