Purpose The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach Quantitative content analysis multiple correspondence are used female representations the personal care products media. sample includes brand posts from 15 two platforms. Findings results demonstrat...

Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This predominantly driven by technological developments, particularly social media, the rising level of consumer empowerment in marketplace. A maturing stream research has emerged assessing effects media platforms on luxury brands, offerings consumers. However, there been no comprehensive analysis this extant literatur...

Abstract This research explores the key drivers of purchase intention for luxury goods in new tourism era after pandemic via constructs associated with behavior tourist consumers and business strategy regarding them. The mixed methodology allowed a twofold objective investigation to clearly establish what most important determinants that affect are, and, secondly, determine some extent order, i...

The automotive industry can benefit from a radically different business model, one that involves less waste, higher customer loyalty, and significantly improved profits. In this report, we propose strategies luxury automobile makers can implement that can revolutionize their business. Instead of selling cars for a one-time profit, manufacturers should switch to a servicebased long-term lease bu...

Vol. XLVI (April 2009), 247–259 247 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Keith Wilcox is a doctoral candidate in Marketing (e-mail: [email protected]), and Sankar Sen is Professor of Marketing (e-mail: [email protected]), Baruch College, City University of New York. Hyeong Min Kim is Assistant Professor of Marketing, Carey B...

The luxury goods industry has many tactics to better sell and market its products the upper class. More recently, there been a shift in consumer’s interest from only rich now growing middle-class. Due recent social economic shifts, tendency buy more expensive increased. Corporations have adapted this, with examples like Supreme using limited timed drops entice consumers give illusion of scarcit...