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PurposeThis study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation.Design/methodology/approachThrough four experiments in different contexts, this study investigates the effects of the positioning of two brands in cobranding on luxury evaluation, the moderating role of product category and the mediating role of benefit understanding.FindingsThis study finds that the positioning of two brands in cobranding affects luxury evaluation. Specifically, vertical positioning benefits consumers' attitude toward luxury compared with horizontal positioning. Results also elucidate that such an effect depends on the product category; that is, the effect of positioning on luxury only exists when the cobranded product belongs to the core (vs non-core) category of luxury. The benefit understanding explains the effects of the positioning and product category on the luxury attitude.Research limitations/implicationsThis study contributes to the literature on luxury and cobranding by exploring the visual cues at the marketing communication level influencing the evaluation of luxury brands.Practical implicationsThe findings provide important managerial guidelines for enhancing luxury cobranding effectiveness.Originality/valueThis study proposes positioning in cobranding advertisements as one of the antecedents affecting luxury cobranding evaluation. Accordingly, this study adopts a new perspective on visual perception, based on conceptual metaphor theory, which advances the theoretical and empirical knowledge of luxury cobranding.

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

PurposeThis research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships.Design/methodology/approachStudy 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product.FindingsThe findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands.Originality/valueUnderpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance.

Chapter 1. Introduction -- Chapter 2. The Hidden Value of Second-Hand Luxury: Exploring the Levels of Second-Hand Integration as Part of a Luxury Brand's Strategy -- Chapter 3. Sustainable Eco-luxury in the Scandinavian Context -- Chapter 4. Sustainable Luxury: A Framework for Meaning Through Value Congruence -- Chapter 5. Sustainability, Saudi Arabia and Luxury Fashion Context: An Oxymoron or a New Way -- Chapter 6. Towards Circular Luxury Entrepreneurship: A Saudi Female Entrepreneur Perspective -- Chapter 7. Sustainable Supply Chain Process of the Luxury Kente Textile: Introducing Heritage into the Sustainability Framework -- Chapter 8. Canadian Ethical Diamonds and Identity Obsession: How Consumers of Ethical Jewelry in Italy Understand Traceability -- Chapter 9. Sustainability Claims in the Luxury Beauty Industry: An Exploratory Study of Consumers' Perceptions and Behaviour -- Chapter 10. What Do You Think? Investigating How Consumers Perceive Luxury Fashion Brand's Eco-labelling Strategy -- Chapter 11. 'Take a Stand': The Importance of Social Sustainability and Its Effect on Generation Z Consumption of Luxury Fashion Brands -- Chapter 12. Chinese Consumer Attitudes Towards Second-Hand Luxury Fashion and How Social Media eWoM Affects Decision-Making -- Chapter 13. The Rise of Virtual Representation of Fashion in Marketing Practices: How It Can Encourage Sustainable Luxury Fashion Consumption./.

Cover -- Title Page -- Copyright Page -- Contents -- Acknowledgments -- About the Authors -- Prologue -- Part I Understanding the Luxury Business -- Chapter 1 Introduction-Definition and Crisis of Luxury -- Issues of Defining Luxury -- Crisis -- The Luxury Industry -- Reaction to the Crisis of Global Markets -- The Effect of a Crisis on the Luxury Industry -- Strategic Response to Crisis -- Conclusion -- Chapter 2 Evolution of the Global Luxury Market -- Evolution -- How Has It Changed? -- Luxury Industry Trends -- Conclusion -- Chapter 3 Who's Who of Luxury -- The Consumers -- The Actors -- Conclusion -- Chapter 4 Branding -- Market Saturation -- Luxury Marketing: Highly Creative and Selective -- The Nine Ps of Luxury Brand Marketing for the Nomad of Tomorrow -- Discussion -- Conclusion -- Chapter 5 Brand Identity, Ethos, Clients -- Brand Identity -- Ethos -- Clients -- Discussion -- Pricing of Luxury Goods -- Conclusion -- Part II Luxury Management and Markets -- Chapter 6 Family-Run Houses, Corporatization, and New Entrants -- What Is a Family-Run Business? -- Family-Run Business During a Crisis -- Family-Run Businesses of the Future: Corporatization -- Changes During the Transition from a Family-Run Business Model to That of a Corporation -- Entrepreneurs and New Entrants into Existing Markets -- Trends and Discussion -- Conclusion -- Chapter 7 Management Styles in the Luxury Industry -- Path Dependency and Its Influence on Management Styles -- Managing Paradoxes -- Examples of Styles -- Analysis -- Conclusion -- Chapter 8 Skills -- Craftsmanship Through History -- Entrepreneurial Designers -- The Sales Team -- Professional Managers -- Perspective of the Conglomerates -- Managing Talent -- Conclusion -- Chapter 9 Managing Operations and Supply Chainin the Luxury Business -- The Challenge -- The Global and the Local Supply Chain.

We conducted 3 laboratory experiments to determine how face consciousness influences consumption of counterfeit luxury goods, along with the moderating roles of usage occasion and brand prominence. The participants in the first study were 138 Chinese undergraduates who were allocated
to a 2 × 2 design to evaluate their intention to purchase a counterfeit luxury item that would be used either in public or in private. In Studies 2 and 3, using two 2 × 2 designs we evaluated the purchase intention of the participants (132 and 136, respectively) in order to investigate
the moderating role of brand prominence. The results showed that participants' face consciousness had a significant positive influence on intention to purchase counterfeit luxury goods. In addition, the products' usage occasion and brand prominence positively moderated the influence that face
consciousness had on counterfeit luxury item purchase intention of our participant groups.

Drawing on a consumer perspective, this article identifies the types of brand extension strategies in the luxury hospitality and foodservice field and their spillover effects on consumers' evaluations of the image of the parent brand of the luxury restaurant. Using a multi-method approach combining focus groups and in-depth interviews, we conducted an exploratory qualitative research study utilizing 35 participants to examine their perceptions of Michelin-starred restaurants' extension strategies and how they can affect customers' attitudes towards the images of Michelin-starred chefs and the luxury gastronomic sector overall. The study found that not only brand extension types count when examining the spillover effects – positive, negative and mixed – on customers' evaluation of the parent brand image. Two other elements should be considered: a brand's strategic focus (i.e. personal, social or functional) and customers' acquaintance and levels of knowledge of the consumption field in which the parent brand operates. Our results contribute to the literature on brand extensions and spillover effects that mainly focus on products. Thus, the findings provide valuable insights into service brand extension factors that influence customers' perceptions and attitudes towards luxury service brands and thus contribute to scholars' calls for more studies on brand extensions and their effects in the service field – ones combining hospitality, luxury and the foodservice industry.

AbstractThis study presents a reliable, valid, and generalizable four‐item unidimensional scale that captures general bandwagon luxury motivation. After a thorough review of the bandwagon luxury literature, the authors developed an initial set of items which were then reviewed by academic experts. The scale was tested in a series of four studies to refine the scale and demonstrate its reliability and validity: Study 1 was conducted with a student sample in the Southeast, Study 2 with a student referral sample of adults in the Midwest, Study 3 with a national Qualtrics panel sample in the United States, and Study 4 with another national Qualtrics panel sample in the United States that included only those who had bought or consumed a luxury product in the past 12 months. Study 4 was done to corroborate the evidence from Study 3 with a sample of luxury consumers. The generalized bandwagon luxury motivation scale is positively related to status consumption motivation, congruity with one's internal self, a preference for visible luxury brands, and conspicuous consumption. It is negatively related to the inconspicuous luxury motivation of being unknown to the masses and independent self‐construal. This research contributes to the literature by developing a generalized scale to measure the luxury bandwagon effect that is not limited to one luxury product domain.

Purpose
Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers' attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items.


Design/methodology/approach
The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.


Findings
The results of the study suggest that teenagers' social consumption motivations positively affect attitudes toward luxury.


Originality/value
The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.