This research predicts that luxury versus non-luxury self-display enhances status and produces advantages in human social interactions. Across three experiments, findings support the following conclusions. First, luxury versus non-luxury brand logos associate positively with displayer wealth and...

Fashion social platforms are Web 2.0 platforms that allow users to share experience and knowledge related to fashion through active participation and allow the fashion industry to rapidly utilize this information. As an important factor in the competitiveness of the industry ecosystem, the role...

Previous studies have shown that retail price promotion change consumers' purchase behavior and that retailers use price promotion more frequently. Keeping constant the benefits received by consumers, there are several ways for retailers to communicate a price promotion. For example, retailers...

Today's consumers tend to focus on uniqueness and on personal and intangible values when making purchase decisions. Thus, companies undertake such innovative strategies as brand collaborations, especially in the fashion industry where brands collaborate with artists, celebrities or other brands...

The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., "sense",...

Using visual narrative art, this study looks into the images of cinema costumes and investigates how the fashion and styles in the movie reflect both the main characters' psychological changes and their identity-forming processes. This study analyzes the transformative effect of fashion (movie...

This study examines the impact of low, medium, and high prices on luxury brand choices by consumers very high versus very low in chronic desire for conspicuousness (CC) on selection of a luxury brand, namely, as well as the combination of very high versus very low chronic desire for rarity (CR)....

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...