Kim, Jae-Eun; Lloyd, Stephen; Adebeshin, Keji; Kang, … - In: Journal of Fashion Marketing and Management: An … 23 (2019) 2, pp. 277-295
Purpose: The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising. Design/methodology/approach: This research employs a semiotic analysis of masstige brand advertising to discover...