In spite of considerable prior research on luxury branding, no widely accepted definition of
“luxury brand” exists. The purpose of this paper is to review the literature in order to: a) …

Customers at the bottom of the pyramid (BOP) desire to use the same products as affluent
consumers. Thus, BOP customers tend to participate in aspirational consumption. The …

Opinion leaders are important sources of advice for other consumers. Instagram is the most
used platform by opinion leaders in the fashion industry, and this trend is expected to …

Luxury brands, with their capacity to provide multi-dimensional experiences, serve as
resources to enrich consumers' sense of self, a process known as self-expansion, which is a …

Instagram has gained momentum in influencer marketing for cosmetic products. This study
aims to examine the antecedents of social media opinion leadership and its effects on …

Despite the growth of luxury markets during the last decade, luxury brand management is
facing tremendous changes and challenges. In previous research, the focus has largely …

This research aims to provide a picture of the elements influencing customers' intentions to
purchase luxury products online using social exchange theory (SET). Second, we …

This paper investigates the effect of Schwartz's (1992) four cultural value orientations on the
values consumers ascribe to luxury products. In response to well-documented criticisms of …

This special issue on luxury brand strategies and customer experiences includes eleven
research papers which are valuable for marketers and researchers. Articles are grouped by …

Consumer shopping behavior in luxury retail stores continues to be a subject of interest
among marketing researchers. Such a phenomenon has led us to explore how price image …