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1 – 1 of 1Jae-Eun Kim, Stephen Lloyd, Keji Adebeshin and Ju-Young M. Kang
The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.
Abstract
Purpose
The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.
Design/methodology/approach
This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values.
Findings
The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands.
Research limitations/implications
The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values.
Practical implications
The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion.
Originality/value
The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.