The luxury industries are very important nowadays. However, it is commonly believed that
companies in the luxury supply chains are challenged by counterfeiting activities and the …

In the sharing economy era with the development of Industry 4.0, collaborative-commerce (C-
Commerce) is getting increasingly important in supply chain management (SCM). However …

This paper explores whether mass prestige (masstige) campaigns, providing luxury and
exclusivity for the masses, influence sentiments and attitude toward the brand among …

With the advance of platform technologies, peer-to-peer collaborative consumption (P2P-
CC) is getting very popular for fashion products in the sharing economy. With this …

Although research on consumer-brand relationship has gained increasing interest among
scholars, little is known to date about its most intense form–brand addiction. This research …

Masstige marketing could be attractive to luxury brands to reach a wider market, though
success is difficult. This study proposes co-branding as an alternative strategy for luxury …

Optimizing advertising budget allocation in the luxury fashion industry is an important
problem. In this study, motivated by real‐world practices, we consider a luxury fashion firm …

Purpose Despite luxury's increasing globalization and broadening scope via digitalization
and new markets, the intellectual structure of the overall research corpus remains tenuous …

Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied
brands. Despite its popularity in practice, there is a paucity of research on co-branding …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …