Abstract
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 language | English |
|---|---|
| Pages (from-to) | 1395-1398 |
| Number of pages | 4 |
| Journal | Journal of Business Research |
| Volume | 65 |
| Issue number | 10 |
| DOIs | |
| Publication status | Published - 2012 Oct 1 |
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All Science Journal Classification (ASJC) codes
- Marketing
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Fashion marketing of luxury brands : Recent research issues and contributions. / Ko, Eunju; Megehee, Carol M.
In: Journal of Business Research, Vol. 65, No. 10, 01.10.2012, p. 1395-1398.Research output: Contribution to journal › Special issue
TY - JOUR
T1 - Fashion marketing of luxury brands
T2 - Recent research issues and contributions
AU - Ko, Eunju
AU - Megehee, Carol M.
PY - 2012/10/1
Y1 - 2012/10/1
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=84864927301&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2011.10.004
DO - 10.1016/j.jbusres.2011.10.004
M3 - Special issue
VL - 65
SP - 1395
EP - 1398
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 10
ER -