Marketing ZFP

Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a wide range of products including accessories, perfumes, watches or jewelry, and even services. The use of brand extensions has...

The objective of this paper is to improve our understanding of the relationships between emotional states and luxury consumption. Current theorizing suggests that the valence of an emotional state alone cannot explain indulgent consumption but that...

Marketers have adopted some subtle forms of marketing communication targeted at children, including product placement, sponsorship, event marketing and internet advertising. This study investigates how well children understand product placement, in...

Presence on Facebook is becoming increasingly central in brand communication strategies. Whether and how this presence shapes consumer perceptions of and reactions to brands remains under-researched. This study aims at filling this gap through a...

Based on a semiotic analysis, this paper contibutes to a better understanding of how to use nostalgia in brand communication. The study is based on 3 series of interviews with the same sample. First, 20 subjects were asked to discuss the products...

Faced with major changes in life due to role transitions, consumers not only re-construct their identities, but also change consumption patterns and brand preferences. Especially in liminality, tensions between social compliance and individuality...

Experiential concepts, especially in terms of customer orientation, have become more and more important for cultural organisations to survive in the market. This paper reviews concepts of customer experience from different perspectives and brings...