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Antigone G. Kyrousi,Eirini Koronaki,Prokopis K. Theodoridis 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Theoretically, the meanings attached to luxury brands have been thought to be integrated in consumers’ identities, yet this possibility has not yet been explicitly investigated. This paper describes the development of a 23-item instrument for assessing the enrichment of an individual's personal identity through their identity as a luxury consumer. An exploratory factor analysis on data from a survey using this instrument indicates the existence of five factors (unburdening, pleasure, impressiveness, sensation and connectedness). The scale has a variety of potential applications and can serve as a framework for further empirical research.
REACHING ETHICAL CONSPICUOUSNESS: WHAT DO OTHERS THINK?
George Panigyrakis,Eirini Koronaki,Anastasios Panopoulos 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The relationships among corporate social responsibility (CSR) practices, corporate identity, and Hedonic and Utilitarian Dimensions of Consumer Attitude were evaluated for the luxury corporation Hermes. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected both dimensions of consumer attitude. Both corporate expertise and corporate social values were significant predictors of consumer attitude. The results are interpreted within a dual process model of corporate identity.
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.