Fashion marketing of luxury brands: Recent research issues and contributions

作者：Ko Eunju^*; Megehee Carol M

来源：Journal of Business Research, 2012, 65(10): 1395-1398.

DOI：10.1016/j.jbusres.2011.10.004

• Brand
• Brand management
• Consumer behavior
• Counterfeiting
• Fashion
• Luxury
• Status
• Value

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.

• 出版日期2012-10