Fashion marketing of luxury brands: Recent research issues and contributions

Eunju Ko, Carol M. Megehee

Research output: Contribution to journalSpecial issuepeer-review

76 Citations (Scopus)


This introduction briefly summarizes each of the fifteen articles included in this special issue on fashion marketing of luxury brands and provides a rationale for the inclusion of each article. The articles are grouped by topic-luxury status/values, luxury consumer behavior, luxury brand management, and luxury brand counterfeiting-even though many of the articles include information relevant to at least one other topic. With authors representing thirteen different countries (and probably more if country of origin were to be considered), this issue on marketing of luxury brands is truly international in scope.

Original languageEnglish
Pages (from-to)1395-1398
Number of pages4
JournalJournal of Business Research
Issue number10
Publication statusPublished - 2012 Oct

All Science Journal Classification (ASJC) codes

  • Marketing


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