Call for Papers: Special Issue of Journal of International Marketing on
“Global Luxury Branding”
Extended Conference Submission Deadline: January 31, 2025
Full Paper Submission to JIM Deadline: August 30, 2025
There has been a notable surge in luxury consumption across various markets. The growing demand in emerging economies has substantially contributed to the overall growth of the luxury market in recent times. Defining luxury brands poses several challenges, including their relative nature and the evolving perceptions of what constitutes "luxury" over time. Drawing from existing literature, Ko et al. (2017) put forth a theoretical concept of a luxury brand: A luxury brand is a branded product or service that consumers perceive to possess high quality; provide genuine value through desired benefits, whether functional or emotional; exhibit a prestigious image within the market based on attributes such as craftsmanship or service quality; justify a premium price; and foster a profound connection or resonance with consumers. The increasing focus of numerous luxury brands on the rapidly expanding global middle classes has led to significant changes in the luxury brand/product/service landscape (Zhang et al., 2023). One such change is the democratization of luxury (Shukla et al., 2022), while another wind of change is driven by digitalization. Driven by e-commerce, social media platforms, blockchain technology, artificial intelligence (AI), augmented reality, virtual reality, and the metaverse has profoundly reshaped both the commercial and cultural landscapes, presenting new opportunities and challenges for luxury brands (Chung et al., 2020; Jiang et al., 2023; Joy et al., 2022; Park and Kim, 2024). For instance, luxury brands are increasingly leveraging AI to enrich customer experiences of their offerings. While AI can enhance the functional value of luxury brands, initial evidence suggests that its application in the design process of luxury goods could potentially dilute the perceived prestige of the brand. This stems from AI's inability to replicate human emotions and sentiments, which are integral to the essence of luxury brands (Xu and Mehta, 2022). As the transition to online platforms continues to expand, it is becoming increasingly important for luxury brands to adjust and employ sophisticated digital strategies and technologies to excel in the contemporary luxury branding environment.
In addition to democratization and digitalization of luxury, the rise of sustainability and environmental concerns are presenting a third source of change. Being heavily in the spotlight, luxury brands are promoting their sustainability efforts to bolster brand evaluations (Kong et al., 2021). Luxury is often associated with indulgence, superficiality, and ostentation, whereas sustainability is linked to altruism, moderation, and ethics (Achabou & Dekhili, 2013), presenting a challenging paradox for luxury brands. Despite luxury consumer’s limited awareness of sustainability initiatives (Bray, Johns, & Kilburn, 2011; Kim et al., 2024), prominent luxury fashion remains dedicated to sustainable marketing practices (Kong et al., 2021; Pang et al., 2022). Finally, as the luxury market diversifies, it is important to investigate cultural and gender-related differences in the values and preferences associated with luxury consumption (Tafani et al., 2024).
It is timely, therefore, to take a fresh look at global luxury branding. This special issue seeks to ignite scholarly research on global luxury brands and branding. It aims to be an avenue for interdisciplinary research analyzing the strategies and effects of global luxury branding. As we navigate this theme, we aspire to feature research that not only critiques current approaches but also outlines a visionary path for fostering luxury branding from a global and international marketing perspective.
Given the changes ignited by democratization, digitalization and sustainability/environmentalism on global luxury branding, this special issue seeks papers that advance research investigating global luxury branding across various facets of international marketing. Specifically, we are inviting research on global luxury branding that provides concepts, frameworks, theories, and empirical insights helpful for firms, managers, customers, and other stakeholders. We invite submissions employing quantitative, qualitative or mixed approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.
Research bearing on (but not limited to) the following questions is welcome:
- Conceptualization of luxury branding in an international marketing context
- Democratization of luxury and luxury branding
- New luxury in the digital age
- The role of sustainability/environmentalism in the context of luxury brands
- Cultural differences regarding luxury consumers and brand management
- Implications of digital change and disruption on luxury brands: how to navigate through digital disruption and transformation.
- Integrating Artificial Intelligence (AI) with advanced technologies for luxury brands
- Leveraging virtual reality (VR) and augmented reality (AR) in luxury service encounters
- Consumer psychology and behavior in the digital luxury experience
- Consumer psychology and behavior toward luxury brands in social media
- (Digital) brand management in the luxury product industry
- Consumer psychology and behavior toward luxury brands in the metaverse environment
- Digital marketing communication in luxury
Conference Submission and Review Process: All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at Hong Kong submission page: https://2025gmc.imweb.me/22. Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow the 2025 GMC submission guidelines (https://2025gmc.imweb.me/35/?bmode=view&idx=19638135&back_url=&t=board&page=). The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere. Accepted papers will be presented at the 2025 GMC at Hong Kong and selected papers will be invited to be submitted as full papers for the JIM special issue. Full paper submissions are encouraged while 10-page extended abstracts can also be submitted.
Extended Conference Submission Deadline: Jan. 31, 2025
2025 Global Marketing Conference at Hong Kong: https://2025gmc.imweb.me/
JIM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between July 1 and August 30, 2025. All submissions will go through the Journal of International Marketing’s double-anonymized review and follow JIM’s standard norms and processes. Submissions must be made via the JIM’s ScholarOne site, with author guidelines available here https://journals.sagepub.com/author-instructions/jig.
For any queries, feel free to reach out to the special issue editors.
Full Paper JIM Submission Window: July 1 - August 30, 2025
Guest Editors:
Prof. Eunju Ko (Yonsei University). ejko@yonsei.ac.kr
Prof. Ian Phau (Curtin University). Ian.Phau@cbs.curtin.edu.au
Prof. Ayşegül Özsomer (Koç University). AOZSOMER@ku.edu.tr
Journal of International Marketing: https://journals.sagepub.com/home/jig
References:
Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66(10), 1896-1903.
Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98, 597-608.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing and Logistics, 35(10), 2501-2520.
Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens. Strategic Change, 31(3), 337-343.
Kim, C., Kikumori, M., Kim, A., & Kim, J. (2024). How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption? Journal of Global Fashion Marketing, 15(2), 253–269.
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.
Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.
Pang, W., Ko, J., Kim, S. J., & Ko, E. (2022). Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products. Asia Pacific Journal of Marketing and Logistics, 34(10), 2149-2164.
Park, J., & Kim, N. (Lauren). (2024). Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world. Journal of Global Fashion Marketing, 15(1), 23–38.
Shukla, P., Rosendo-Rios, V., Trott, S., Lyu, J., & Khalifa, D. (2022). Managing the challenge of luxury democratization: A multicountry analysis. Journal of International Marketing, 30(4), 44-59.
Tafani, E., Vigneron, F., Azoulay, A., Crener, S., & Zahid, A. (2024). The Influence of Culture and Gender in Luxury Brand Consumption: a Comparison across Western and Eastern Culture Consumers. Journal of International Marketing, 1069031X241235629.
Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135-1152.
Zhang, Z., Yao, A., & Yang, Z. (2023). Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets. Journal of International Marketing, 1069031X231197625.
Call for Papers: Special Issue of Journal of International Marketing on
“Global Luxury Branding”
Extended Conference Submission Deadline: January 31, 2025
Full Paper Submission to JIM Deadline: August 30, 2025
There has been a notable surge in luxury consumption across various markets. The growing demand in emerging economies has substantially contributed to the overall growth of the luxury market in recent times. Defining luxury brands poses several challenges, including their relative nature and the evolving perceptions of what constitutes "luxury" over time. Drawing from existing literature, Ko et al. (2017) put forth a theoretical concept of a luxury brand: A luxury brand is a branded product or service that consumers perceive to possess high quality; provide genuine value through desired benefits, whether functional or emotional; exhibit a prestigious image within the market based on attributes such as craftsmanship or service quality; justify a premium price; and foster a profound connection or resonance with consumers. The increasing focus of numerous luxury brands on the rapidly expanding global middle classes has led to significant changes in the luxury brand/product/service landscape (Zhang et al., 2023). One such change is the democratization of luxury (Shukla et al., 2022), while another wind of change is driven by digitalization. Driven by e-commerce, social media platforms, blockchain technology, artificial intelligence (AI), augmented reality, virtual reality, and the metaverse has profoundly reshaped both the commercial and cultural landscapes, presenting new opportunities and challenges for luxury brands (Chung et al., 2020; Jiang et al., 2023; Joy et al., 2022; Park and Kim, 2024). For instance, luxury brands are increasingly leveraging AI to enrich customer experiences of their offerings. While AI can enhance the functional value of luxury brands, initial evidence suggests that its application in the design process of luxury goods could potentially dilute the perceived prestige of the brand. This stems from AI's inability to replicate human emotions and sentiments, which are integral to the essence of luxury brands (Xu and Mehta, 2022). As the transition to online platforms continues to expand, it is becoming increasingly important for luxury brands to adjust and employ sophisticated digital strategies and technologies to excel in the contemporary luxury branding environment.
In addition to democratization and digitalization of luxury, the rise of sustainability and environmental concerns are presenting a third source of change. Being heavily in the spotlight, luxury brands are promoting their sustainability efforts to bolster brand evaluations (Kong et al., 2021). Luxury is often associated with indulgence, superficiality, and ostentation, whereas sustainability is linked to altruism, moderation, and ethics (Achabou & Dekhili, 2013), presenting a challenging paradox for luxury brands. Despite luxury consumer’s limited awareness of sustainability initiatives (Bray, Johns, & Kilburn, 2011; Kim et al., 2024), prominent luxury fashion remains dedicated to sustainable marketing practices (Kong et al., 2021; Pang et al., 2022). Finally, as the luxury market diversifies, it is important to investigate cultural and gender-related differences in the values and preferences associated with luxury consumption (Tafani et al., 2024).
It is timely, therefore, to take a fresh look at global luxury branding. This special issue seeks to ignite scholarly research on global luxury brands and branding. It aims to be an avenue for interdisciplinary research analyzing the strategies and effects of global luxury branding. As we navigate this theme, we aspire to feature research that not only critiques current approaches but also outlines a visionary path for fostering luxury branding from a global and international marketing perspective.
Given the changes ignited by democratization, digitalization and sustainability/environmentalism on global luxury branding, this special issue seeks papers that advance research investigating global luxury branding across various facets of international marketing. Specifically, we are inviting research on global luxury branding that provides concepts, frameworks, theories, and empirical insights helpful for firms, managers, customers, and other stakeholders. We invite submissions employing quantitative, qualitative or mixed approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.
Research bearing on (but not limited to) the following questions is welcome:
Conference Submission and Review Process: All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at Hong Kong submission page: https://2025gmc.imweb.me/22. Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow the 2025 GMC submission guidelines (https://2025gmc.imweb.me/35/?bmode=view&idx=19638135&back_url=&t=board&page=). The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere. Accepted papers will be presented at the 2025 GMC at Hong Kong and selected papers will be invited to be submitted as full papers for the JIM special issue. Full paper submissions are encouraged while 10-page extended abstracts can also be submitted.
Extended Conference Submission Deadline: Jan. 31, 2025
2025 Global Marketing Conference at Hong Kong: https://2025gmc.imweb.me/
JIM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between July 1 and August 30, 2025. All submissions will go through the Journal of International Marketing’s double-anonymized review and follow JIM’s standard norms and processes. Submissions must be made via the JIM’s ScholarOne site, with author guidelines available here https://journals.sagepub.com/author-instructions/jig.
For any queries, feel free to reach out to the special issue editors.
Full Paper JIM Submission Window: July 1 - August 30, 2025
Guest Editors:
Prof. Eunju Ko (Yonsei University). ejko@yonsei.ac.kr
Prof. Ian Phau (Curtin University). Ian.Phau@cbs.curtin.edu.au
Prof. Ayşegül Özsomer (Koç University). AOZSOMER@ku.edu.tr
Journal of International Marketing: https://journals.sagepub.com/home/jig
References:
Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66(10), 1896-1903.
Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98, 597-608.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing and Logistics, 35(10), 2501-2520.
Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens. Strategic Change, 31(3), 337-343.
Kim, C., Kikumori, M., Kim, A., & Kim, J. (2024). How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption? Journal of Global Fashion Marketing, 15(2), 253–269.
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.
Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.
Pang, W., Ko, J., Kim, S. J., & Ko, E. (2022). Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products. Asia Pacific Journal of Marketing and Logistics, 34(10), 2149-2164.
Park, J., & Kim, N. (Lauren). (2024). Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world. Journal of Global Fashion Marketing, 15(1), 23–38.
Shukla, P., Rosendo-Rios, V., Trott, S., Lyu, J., & Khalifa, D. (2022). Managing the challenge of luxury democratization: A multicountry analysis. Journal of International Marketing, 30(4), 44-59.
Tafani, E., Vigneron, F., Azoulay, A., Crener, S., & Zahid, A. (2024). The Influence of Culture and Gender in Luxury Brand Consumption: a Comparison across Western and Eastern Culture Consumers. Journal of International Marketing, 1069031X241235629.
Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135-1152.
Zhang, Z., Yao, A., & Yang, Z. (2023). Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets. Journal of International Marketing, 1069031X231197625.