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INTRINSIC VALUES REFLECTED IN LUXURY FASHION ADVERTISING: AN EXPLORATORY STUDY
Antigone G. Kyrousi,Athina Y. Zotou,Eirini Koronaki,Anastasios Panopoulos 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.