Call for Papers:

 The 2016 Global Marketing Conference at Hong Kong seeks submissions for

Special Section of the Journal of Advertising on

¡°Luxury Brand Management in Advertising¡±

Extended Abstract Submission Deadline: January 15^th, 2016

Full Paper Submission Deadline: June 15^th, 2016

The 2016 Global Marketing Conference (GMC) at Hong Kong will publish a special

section on ¡°Luxury Brand Management in Advertising¡± in the Journal of Advertising (JA).

The theme of ¡°Luxury Brand Management in Advertising¡± is emerging as a new area of

advertising in the global community. Offering a creative and innovative solution, advertising

becomes a strategic marketing tool in the luxury brand management. The 2016 GMC at

Hong Kong has created a special track that seeks manuscripts that explore theoretical

understanding of global luxury brand management in advertising. More specifically,

this track aims to explore how luxury brand advertising can be theoretically conceptualized

and understood as a process of communication in the global marketplace.

Topics for this track (but are not limited to):

• Theoretical model of luxury brand advertising   

• Measurement of the perceived luxury value of a product or a brand in advertising

• Luxury brand exposure and effectiveness of advertising

• Information processing in luxury brand advertising

• Social and psychological perspectives of luxury brand advertising

• Celebrity endorsement in luxury brand advertising management

• Roles of social media and information dissemination in luxury brand advertising

• Strategic planning and managing luxury brand advertising

• Benefits or risks of advertising for luxury brands

• Cross-cultural issues in luxury brand advertising

• Other marketing communications in the luxury brand management

• Technology integration and application in luxury brand advertising

   

Double blind peer review process for all of the submissions.

Submission Deadlines

Extended Abstract Submission Deadline: January 15^th, 2016

- Authors should submit their extended abstracts to the Track Chair of ¡°Luxury

Brand Management in Advertising¡± at the 2016 GMC at Hong Kong to be qualified

for the formal full-paper submission to the JA Special Section.

- Submission Guidelines of the extended abstract to 2016 GMC at Hong Kong:

 http://gammaconference.org/2016/

- Track Chair: Eunju Ko (Yonsei University), ejko@yonsei.ac.kr

Full paper submission deadline: June 15^th, 2016

- Only the papers which are accepted, registered, and presented at the 2016 GMC

will be eligible for the full-paper submission.

- The track chair will select the best papers presented at the 2016 GMC at Hong

Kong and invite the authors to submit their full papers to the JA Special Section

on ¡®Luxury Brand Management in Advertising¡¯ for the formal review.

- All papers should be formatted according to the JA Submission Guidelines:

http://www.tandfonline.com/toc/ujoa20/current

- All selected full papers are subject to the formal double blind review process of the JA.

Submissions and inquiries should be directed to:

Guest Editor of this JA Special Section:

Eunju Ko (Yonsei University), ejko@yonsei.ac.kr