بازاریابی مد نام های تجاری (برند) لوکس : مشارکت ها و مسائل پژوهشی اخیر

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.

1.1. Between the mass and the class: antecedents of the “bandwagon” luxury consumption behavior Minas N. Kastanakis and George Balabanis (Kastanakis and Balabanis, 2012-this issue) examine the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption. (The bandwagon effect refers to the extent to which demand for a product increases because others are consuming the product. This tendency may be driven by the need to be associated with, and to be identified as being, fashionable or stylish. Consumers jump on the bandwagon so they won't be left behind!) Through development and empirically confirming a conceptual model of bandwagon consumption of luxury products, the authors show that a consumer's interdependent self-concept underlies bandwagon luxury consumption. The relationship between interdependent self-concept and bandwagon consumption is mediated by the level of a consumer's status-seeking predispositions, susceptibility to normative influence, and need for uniqueness. A primary contribution of this research demonstrates that psychological constructs explain a large part of bandwagon luxury consumption and can be used as inputs in the development of marketing strategies. 1.2. Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men Despite dramatic changes in male fashion consumption over the last two decades, consumer research has largely ignored the issue of status consumption, especially in the male market. Aurathai Lertwannawit and Rujirutana Mandhachitara (2012-this issue) study the direct and indirect effects (i.e., by way of fashion consciousness) of self-monitoring and susceptibility to interpersonal influence have on status consumption. Interesting findings of path analysis provide insights into interpersonal effects on status consumption. Materialism values moderate the relationship between self-monitoring and/or susceptibility to interpersonal influence on status consumption: for high-materialism consumers, susceptibility to interpersonal influence alone has an indirect effect on status consumption by way of fashion consciousness; for low-materialism consumers, self-monitoring is an additional antecedent of status consumption. Marketers attempting to penetrate the male metropolitan market can use these results to identify appropriate communication channels and message content for high- and low-materialism customers. 1.3. Comparing the importance of luxury value perceptions in cross-national contexts Paurav Shukla and Keyoor Purani (2012-this issue) provide empirical support to the often conceptualized but not-yet-tested framework of luxury value perceptions in a cross-national context. The study compares the luxury value perceptions (i.e., self-directed symbolic/expressive, other-directed symbolic/expressive, experiential/hedonic, utilitarian/functional, and cost/sacrifice) among British and Indian consumers, providing a rich comparative context between collectivist and individualistic markets. The results support the notion that several luxury value perceptions may be highly influential among all cultures and countries, but their degree of influence may differ dramatically. The findings suggest that consumers in collectivist markets use simpler selection criteria for measuring the value of a luxury brand than consumers in individualistic markets. These results can be used by luxury brand managers to develop a coherent and integrated long-term global strategy that takes into account country-specific requirements. 1.4. Impact of self on attitudes toward luxury brands among teens In this research, Luciana DeAraujo Gil, Kyoung-Nan Kwon, Linda Good, and Lester W. Johnson (2012-this issue) investigate how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relationship. The authors also look at materialism's influence on teenagers' social consumption motivations and attitudes toward luxury brands. Key contributions of this research include the demonstration that materialistic orientation is a powerful force in developing more positive attitudes towards luxury brands among teenagers. Also, even though the desire for wealth and material ownership is positively associated with social incentives to consume (i.e., social consumption motivation), teenagers with clear self-beliefs have a stronger tendency to resist social motivations to consume; the clearer they are about themselves, the less they attend to external sources and stimuli. This paper segues to the next section as it fits in both the luxury status/value and the luxury consumer behavior categories.

The co-editors of this special issue thank the reviewers for their time, expertise, and insights in the evaluation and selection of papers: Seigyoung Auh, Thunderbird School of Global Management; David J. Burns, Xavier University; Leslie Burns, Oregon State University; Michael L. Capella, Villanova University; Jinsook Erin Cho, Parsons School of Design, New School University; Sunmee Choi, Yonsei University; Young Kyun Choi, Dongguk University; Hojung Choo, Seoul National University; Lascu Dana, University of Richmond; Barbara Frazier, Western Michigan University; Ronald Goldsmith, Florida State University; David A. Griffith, Michigan State University; Sejin Ha, Purdue University; Sang-Lin Han, Hayang University; Rhea Ingram, Auburn University-Montgomery; Kim K. P. Johnson, University of Minnesota; Minjeong Kang, California State University; Christian (Hyeong Min) Kim, The Johns Hopkins Carey Business School; Hye-Young Kim, University of Minnesota; Jae-Eun Kim, Auckland University of Technology; Jihyun Kim,Virginia Polytechnic Institute and State University; Jiyoung Kim, University of North Texas; Kyunghoon Kim, Changwon National University; Sookhyun Kim, Johnson and Wales University; Youn-Kyung Kim, University of Tennessee-Knoxville; Maria Kniazeva, University of San Diego; Dee K. Knight, University of North Texas; Hyunhwa Lee, University of Texas-Austin; Jaeil Lee, Seatttle Pacific University; Jong-Ho Lee, Korea University; Seung Hee Lee, Ewha Womans University; Yoon-Jung Lee, Korea University; Yuri Lee, Seoul National University; Roger Marshall, Auckland University of Technology; Nancy J. Miller, University of Nebraska; Heegang Moon, Pai Chai University; Linda S. Niehm, Iowa State University; Shintaro Okazaki, Autonomous University of Madrid; Cara Lee Okleshen, Winthrop University; Kyungae Park, Yeungnam University; Siqing Peng, Peking University; Ian Phau, Curtin University; Kathleen Rees, Texas A&M University-Kingsville; Diego Rinallo, Bocconi University; Aric Rindfleicsh, University of Wisconsin-Madison; Marko Sarstedt, Ludwig-Maximilians-University of Munich; Ralf Schellhase, University of Applied Sciences Darmstadt; Eric Shih, Sungkyunkwan University; Dong Young Shin, Yonsei University; Nancy Stanforth, Kent State University; Leslie Stoel, The Ohio State University; Yong-Gu Suh, Sookmyung Women's University; Charles R. Taylor, Villanova University; Jane Boyd Thomas, Winthrop University; Gillian H. Wright, Manchester Metropolitan University, Ge Xiao, Wilkes University; Jeong-ju Yoo, Baylor University; Won Sang Yoo, Korea University; and Sungjoon Yoon, Kyonggi University. The invitation from Arch G. Woodside, Editor-in-Chief, Journal of Business Research, to serve as co-editors of a special issue on fashion marketing of luxury brands was proceleusmatic. This issue is dedicated to Arch Woodside's relentless work ethic, his unselfish mentoring of colleagues and students at all levels of academic development, and his dedication to contributing substantive advances to theory and research across multiple disciplines.