Program for Friday, July 17th: Talk View

PROGRAM FOR FRIDAY, JULY 17TH: TALK VIEW

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8:30

9:00

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08:30-08:45

PREDICTIVE AI-BASED ADVERTISING IN SUSTAINABLE LUXURY FASHION: ALGORITHMIC TRUST, ETHICAL STORYTELLING, AND COMMERCIAL

Aitor Gil García, Maria Carmela Ostillio, África Presol Herrero

08:45-09:00

ASIAN VS. WESTERN INFLUENCERS IN LUXURY ADVERTISING: CREDIBILITY, AUTHENTICITY, AND PURCHASE INTENT

Coral Cenizo

09:00-09:15

A Social Identity Perspective to Luxury Brand Activism

Dina Khalifa, Veronica Rosendo-Rios, Paurav Shukla

08:30-08:45

UNCOVERING MATERIALISM AND MINIMALISM FROM THE LENS OF PERSONAL BEAUTY VALUES

Kyung-Tae Lee, Satoshi Nakano, Fumiko Kano Glückstad

08:45-09:00

LOCAL COMMUNITY LEARNING FOR A CIRCULAR FASHION ECONOMY

Emma Samsioe, Réka Tölg

09:00-09:15

CROSS-CULTURAL CONSUMER RESPONSES TO SUSTAINABLE FASHION ADVOCACY BY GREEN INFLUENCERS ON INSTAGRAM

Rubab Ashiq, Marie Haikel-El-Sabeh, Kim Songmee

09:15-09:30

FROM APP TO STORE: HOW ZARA'S PHYGITAL TECHNOLOGIES DRIVE OMNICHANNEL PURCHASE INTENTION

Rocio Elizaga, Patricia Sanmiguel, Maria Gabar, María Eugenia Fernández-Moya

08:30-08:45

CONTEXTUAL PERSONALIZED RECOMMENDATIONS IN THE AGE OF AI: THE VALUE OF HUMAN TOUCH

Tekila Harley Nobile, Salvatore Maione

08:45-09:00

THE ROLE OF CHATBOT HUMAN-LIKENESS AND FRIENDLINESS IN SHAPING CUSTOMER COMPLAINTS AND SWITCHING

Dooyoung Choi, Jaeha Lee

09:00-09:30

The Effect of Information Type on Consumer Engagement in Phygital Environments

Miyea Kim, Chuluuntogtokh Byambajargal

08:30-08:45

Uncanny and Deceiving? Virtual Influencers in luxury fashion marketing and effects on consumers’

Andrea Sestino, Luigi Nasta, Simone Guercini

08:45-09:00

PHYGITAL TRANSFORMATION IN LIFESTYLE RETAIL: EXPERIENTIAL STRATEGIES FROM FOOTBALL FLAGSHIP STORES

Sandra Bravo Durán, Jorge del Río Pérez

09:00-09:15

EVALUATING USER ADOPTION OF 3D DESIGN TECNOLOGY IN A SMALL TEXTILE FIRM: A TECHNOLOGY ACCEPTANCE MODEL

Miranda Sanz, Blanco Alcántara, López de Foronda Pérez, Sierra Calvo

08:30-08:45

AUTHENTICITY IN CULTURAL TOURISM REVISITED: A COMPARATIVE REVIEW BASED ON WANG (1999)’S TYPOLOGY

Xueying Zhang

08:45-09:00

PET OWNERSHIP AND CONSUMPTION: A SYSTEMATIC REVIEW AND RESEARCH AGENDA FOR MARKETING AND CONSUMER

Shibata Yuki, Masaki Ishida, Kengo Hayamizu

09:00-09:15

HOW DO CONSUMERS PERCEIVE eWOM REVIEW SEQUENCE? INVESTIGATING THE ROLE OF WEBSITE COLOR

Yudai Maruyama

08:30-08:45

The Dilution Effect of Bonus Packs: When Integrated Packaging Lowers Perceived Product Efficacy

Guotao Ye, Yeyi Liu

08:45-09:00

THE BURDEN OF RITUALIZED LUXURY: THE SOCIAL CONSTRUCTION OF THE “BEAUTIFUL BRIDE” IN KOREAN

Su Jin Yang, Jungwon Nam, Sunwoo Kim

09:00-09:15

BEYOND PREMIUMNESS: THE MORAL MINDSET ADVANTAGE IN ETHICAL MESSAGING FOR CULTURED MEAT PROMOTION

Luis Arango, Felix Septianto, Nicolas Pontes

08:30-08:45

From fashion codes to social self-esteem: Image consulting as a practice of fashioning the body

Isabel Yuste, Paloma Díaz Soloaga

08:45-09:00

The "Naked Dress" and The Marketed Body

Maria Kniazeva

09:00-09:15

Developing a Typology of Customisation and Personalisation in Fashion: Exploring Four Business Models Through a Study of the Swedish Fashion

Gabriella Wulff, Erik Gustafsson

08:30-08:45

AI, IMMERSION AND INDUSTRY: TRACING THE RISE OF DIGITAL FASHION IN IMMERSIVE VIRTUAL SPACES THROUGH A LONGITUDINAL DATA

Stamatoula Bilali, Evridiki Papachristou, Stamatoula Bilali

08:45-09:00

CAN VIRTUAL WORLDS MAKE CONSUMERS MORE SUSTAINABLE? EVIDENCE FROM METAVERSE SUSTAINABLE FASHION

Zeling Zhong

08:30-08:45

SENSE AND SENSIBILITY IN SUSTAINABILITY: HOW KNOWLEDGE AND EMOTIONS ELABORATE GREEN ADVERTISING MESSAGES TOWARDS BRAND

Cedrola Elena, Giovannetti Marta, Signori Paola

08:45-09:00

NEUROMARKETING AND ART: EMPIRICALLY TESTING THE MIRROR NEURON EFFECT IN ARTISTIC PAINTINGS USING FACEREADER

Raffaele Donvito, Olga Nechaeva, Valentina Mazzoli

09:00-09:15

Performing the Hero: Exploring Consumer Empowerment through Cosplay in the Phygital Fashion

Raffaele Donvito, Costanza Dasmi, Olga Nechaeva, Eunju Ko

09:30-09:45 Coffee Break

09:45-10:45 Keynote Speech I

10:50-11:05

Make-or-Buy the Virtual Influencer? Brand-Owned vs Non-Owned Virtual Influencers in Fashion

Emanuele Ghianda, Alice Mazzucchelli, Roberto Chierici, Angelo Di Gregorio

11:05-11:20

HAVE YOU LIVED THROUGH THE STORY? EXPLORING THE LIMITATIONS OF INCLUSION IN VIRTUAL VERSUS HUMAN INFLUENCER MARKETING THROUGH SOURCE CREDIBILITY AND NARRATIVE

Sana Rehmat, Nadia Olivero, Alice Mazzucchelli

11:20-11:35

AI Influencer in Luxury Advertising: Trendiness, Uncanny Feeling, and Strategic Interventions

Zheran Liu, Juan Mundel

10:50-11:05

MANAGING INFORMATION OVERLOAD IN GREEN ADVERTISING: THE ROLES OF DIGITAL PRODUCT PASSPORTS AND MORAL

Young Ho Sim, Yuri Lee, Ha Youn Kim

11:05-11:20

FROM FAUX TO FOR REAL: INTERNATIONAL PERSPECTIVES ON COUNTERFEIT AND SECONDHAND LUXURY CONSUMPTION

Fabio Sandes, Susana C Silva, Paulo Duarte, Marcelo Curth de Oliveira

11:20-11:35

BEYOND BORDERS: HOW CULTURAL CONTEXT SHAPES CONSUMER RESPONSES TO LUXURY SUSTAINABILITY MESSAGES

Se Bin Lee, Jin Jeong, Silvia Pérez-Bou

10:50-11:05

IMMERSIVE BRAND EXPERIENCE AS POSITIONING STRATEGY: COMPARING EXPERIENTIAL–NARRATIVE CONFIGURATIONS ACROSS LUXURY AND MASSTIGE

A.B. Alanadoly, S.F. Salem, S.K. Sidhu, O.P. Dastane

11:05-11:20

Adoption and impact of AI in Spanish fashion retail: an empirical study

C. Sánchez-Blanco, M. García Barriga, P. Sanmiguel, R. Elizaga

11:20-11:35

THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON BRAND MANAGEMENT IN SPANISH MARKETING AGENCIES

Jaime Benguria, Teresa Perez del Castillo, Mencia De Garcillan

11:35-11:50

A CROSS-CULTURAL STUDY ON PHYGITAL TRANSFORMATIONS IN FASHION MARKETING

Lala Hu, Annachiara Docimo

11:50-12:05

AI AS THE NEW FASHION PRESCRIPTOR: DEVELOPING THE AI BRAND VALUE SCORE (AIBVS) FRAMEWORK FOR MEASURING ALGORITHMIC INFLUENCE IN LUXURY

María Ángeles Burguera, Mariano Andrés Hernández Cerón, Teresa Sádaba

10:50-11:05

EXPERIENCE STORES AS HUBS OF THE BRAND ECOSYSTEM: AN EMERGING MARKET PERSPECTIVE AND STRATEGIC IMPLICATIONS IN THE TRACK&FIELD SPORTSWEAR BRAND CASE

Manoela Canesin Dourado Tozo, Viviane Moura Ferreira

11:05-11:20

HOW SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS SHAPE SUSTAINABLE BRAND IMAGE: THE MEDIATING ROLE OF RESPONSIBLE CONSUMER BEHAVIOUR IN FASHION

Anita Nanda, Vera Butkouskaya

11:20-11:35

PERSONALIZED LOOKBOOKS GENERATED BY AI VS. USER-GENERATED CONTENT: THE ROLE OF DIGITAL TRUST IN ONLINE FASHION

Elena Sharko, Vera Rebiazina

10:50-11:05

ALGORITHM AWARENESS AND USER RESPONSES TO PERSONALIZED SOCIAL MEDIA

Weike Zhao

11:05-11:20

Social Interaction Ties and Propagation in Online Communities: Comparing Active Participants and

Rui Li

11:20-11:35

Who Seeks and Appreciates Authentic Tourism Destinations?

M. Yamaguchi, S. Terasaki, S. Oshiba, M. Yokota, J. Ikegami

10:50-11:05

Fear of Missing Out as a Driver of Consumer Well-being

Kristi Kodra, Sandra Maria Correia Loureiro

11:05-11:20

Fashion Romanticism Across the Choice Cycle

S.M.M. Komejani, R.G. Bilro, S.M.C. Loureiro

11:20-11:35

ARTIFICIAL INTELLIGENCE INFLUENCERS AND SOCIAL DRIVERS: IMPACT ON CONSUMER BRAND ENGAGEMENT AND BRAND ATTACHMENT AMONG AMERICAN GENERATION Z ON

Diogo João Santos Silva, Sandra Maria Correia Loureiro

11:35-11:50

ARTIFICIAL INTELLIGENT AS THE ARTIST: HOW AUTHORSHIP AWARENESS ALTERS HEDONIC AND SOCIAL VALUE

António Machado, Mariana Berga Rodrigues, Sandra Maria Correia Loureiro

11:50-12:05

ANTICIPATING RECYCLING, BUYING ACCORDINGLY: GENAI END-OF-LIFE EDUCATION AND JOURNEY COHERENCE IN

Francesco Costanzo, Lawrence Paul Cabrera, Claudio Chiacchierini

10:50-11:05

The Impact of AI Messaging Frames on Acceptance Intentions: The Mediating Role of Cognitive Closure Need

Minyoung Lee, Sanghyun Kim

11:05-11:20

Too Close to be Ture? The Effect of AI Identity Disclosure on AI-Generated Advertising Effectiveness

Bing Han, Jingya Huang, Hua Fan

11:20-11:35

LUXURY SENSEMAKING IN SECOND-HAND FASHION: THE ROLE OF GENAI

Gabriele Ciulli, Eleonora Brotini, Elena Boso, Cristiano Ciappei, Ujala Shah

11:35-11:50

CUSTOMER RESPONSE TO GENERATIVE AI IMAGES IN HOPE, PREVENTION, AND ENVIRONMENTAL CSR CAMPAIGNS

Muhammad Waqas Khan, Jong-Kuk Shin

10:50-11:05

CSR COMMITMENT IN THE FASHION INDUSTRY: CAN CSR BUFFER NEGATIVE PUBLICITY?

Woo Li Ko

11:05-11:20

HERITAGE TEXTILE FASHIONS - CHALLENGES AND GROWTH OPPORTUNITIES IN BUILDING SUSTAINABLE SUPPLY & VALUE

Monica Khanna, Udo Wagner, Avipsha Thakur, Rinku Jain

11:20-11:35

Charity Retail and Sustainable Fashion: Understanding Consumer Resistance to Second-hand Clothing

Bethan Alexander, Lauren Lauren Junestrand Leal

11:35-11:50

THE FASHION SUSTAINABILITY PARADOX: HOW ORGANIZATIONAL CAPABILITIES EXPLAIN CONTRADICTORY PERFORMANCE

Jiyeon Kim

10:50-11:05

GRANFLUENCERS IN THE FASHION INDUSTRY: CHALLENGING AGE BOUNDARIES ON SOCIAL MEDIA

Costanza Dasmi, Olga Nechaeva, Laura Grazzini, Raffaele Donvito

11:05-11:20

INFLUENCER MARKETING STRATEGIES OF BEAUTY BRANDS IN INTERNATIONAL MARKETS

Lala Hu, Mirko Olivieri

11:20-11:35

INFLUENCER MARKETING AND GEN Z FASHION CONSUMERS: THE ROLE OF SOCIAL MEDIA IN SHAPING PURCHASE

Amaya Sola-Elizondo, Maria Elena Aramendia-Muneta, Rocío Alarcón-López

12:00-13:00 Conference Lunch

13:00-13:15

Mental Time Travel and Groundedness Effects on Luxury Brand Advertising

Juran Kim, Sujung Nam, Seungmook Kang

13:15-13:30

AI VS. HUMAN MODELS IN LUXURY SOCIAL MEDIA ADVERTISING

Sanghee Kim

13:30-13:45

WRAPPED IN DOUBLE LUXURY: HOW FASHION INFLUENCERS SHAPE DESTINATION IMAGE

Nataly Levesque, Albena Pergelova, Alysha Hachey, Nikolaos Stylos

13:45-14:00

Enhancing Consumer Relationships with AI Styling Agents: Strategies for Increasing Self-extension and

Sunmin Kim, Ji Hee Song

14:00-14:15

LUXURY IN THE AGE OF TRANSPARENCY: CAN DIGITAL PRODUCT PASSPORTS UNLOCK SUSTAINABILITY COMMUNICATION WITHOUT SACRIFICING

Ezgi Hazal Gurcan, Silvia Perez Bou

13:00-13:15

THE IMPACT OF FASHION BRANDS’ SUSTAINABILITY EFFORTS ON BRANDS` PERFORMANCE

Anna Napiórkowska, Anna Grudecka, Marzanna K. Witek-Hajduk, Pervez N. Ghauri

13:15-13:30

FROM THE METAVERSE TO THE REAL WORLD: HOW AVATAR IDENTIFICATION SHAPES SUSTAINABLE CONSUMPTION AND BRAND EQUITY WITH CULTURAL

Eonyou Shin, Jihyeong Son

13:30-13:45

EXAMINING CONSUMER PERCEPTIONS OF SUSTAINABILITY IN LUXURY COMMUNICATION IN DEVELOPED AND EMERGING MARKETS: EVIDENCE FROM ITALY AND

Ezgi Hazal Gurcan, Ipek Kazancoglu

13:45-14:00

HOW CONSUMERS INTERPRET DIGITAL PRODUCT PASSPORTS IN INTERNATIONAL MARKETS

Minjung Cho, Erin Cho

13:00-13:15

QUITE LUXURY: SILENT LUXURY MARKETING APPROACH

Tiziano Vescovi, Camilla Beartrice Segato

13:15-13:30

LEADING THE LUXURY SHIFT: REINVENTING THE RETAIL EXPERIENCE FOR MODERN CONSUMERS

Elisa Arrigo, Alessia Grassi

13:30-13:45

TECH-KNOWLEDGE AND LUXURY: DIGITAL & WEB 3 AGENCIES AND THE MANAGEMENT OF ASYMMETRIES IN THEIR COLLABORATIVE PROJECTS WITH LUXURY

Federica Carlotto, Isabella Maggioni

13:45-14:00

LUXURY AS A STRUCTURAL STATE: A VECTOR-BASED MODEL FOR MULTIDIMENSIONAL POSITIONING IN FLUID MARKETS

Sandra Bravo Durán

13:00-13:15

Co-evolving Fashion Identity Synergizing AI Design with Strategic Market Alignment

Hanhui Guo, Erin Cho

13:15-13:30

When AI Agents Fail: How Psychological Contract Violation Shapes User Responses in AI Recommendation

Chenhao Wang, Erin Cho

13:30-13:45

LOWER-LIMB ADAPTIVE APPAREL PRODUCT DESIGN FOR OLDER WOMEN WITH KNEE OSTEOARTHRITIS

Sisi Tang, Erin Cho

13:45-14:00

Beyond Black-Box: A Tiered Framework for Customer Profiling System

Shuqing Lu, Erin Cho

13:00-13:15

Dynamic Affinity Formation in Intercultural Contexts: A Longitudinal Study of Chinese Students in

Shinichiro Terasaki, Yang Song, Tetsuya Usui

13:15-13:30

CONSUMER PREFERENCES FOR SUSTAINABLE LAST-MILE DELIVERY: A DISCRETE CHOICE EXPERIMENT

Fan Wu, Hiroki Sano

13:30-13:45

How SHEIN’s Model Exposes the Barriers of Japanese Commercial Practice

Yasuko Kawabata, Liangnan Sun, Shota Inoue

13:45-14:00

Visual merchandising of price: The effect of partitioned pricing on consumer purchase decisions

Ryuki Tanaka, Ken Ishibashi, Zhen Li, Katsutoshi Yada

13:00-13:15

Compassion In Social Causes: How Brand Coolness and Shock Advertising Elicit Compassion

Beatriz Brito, Prof. Sandra Loureiro

13:15-13:30

PERCEIVED SUSTAINABILITY AND BRAND COOLNESS: CONSUMERS’ PERCEPTIONS IN THE BEAUTY INDUSTRY

Filipa Rosado-Pinto, Catarina Marques, Francisca Marques

13:30-13:45

GAMIFICATION AS A DRIVER OF DESIRE TO PURCHASE FOR PRIVATE-LABEL BRANDS IN RETAIL

José Miguel Gaspar, Sandra Maria Correia Loureiro, Filipa Rosado-Pinto

13:45-14:00

AI AS A SELLING STRATEGY: TRANSITIONING FROM PRODUCT VENDORS TO INTELLIGENT SERVICE PARTNERS

Yael Pedro, Sandra Maria Loureiro

13:00-14:30 2026 Safety Management Symposium

13:00-13:15

ARE CONSUMERS REALLY READY FOR CIRCULAR FASHION? EXPLORING MOTIVATION, SEGMENTATION, AND REALITY

Liz Barnes, Jane Turnbull

13:15-13:30

Inclusive Marketing: Marketing Professionals´ Interpretations and the Operationalisation of Inclusion in Swedish Fashion

Josefine Nyström

13:30-13:45

Making the Invisible Visible: Reframing Sustainability Communication Through Overlooked Fashion

Claire Barber, Guy McKelvey

13:45-14:00

Psychological ownership as a contextual mechanism for reducing adoption barriers in fashion rental

Yujeong Won, Erin Cho

14:00-14:15

Sustainable by Design? Consumer Expectations on Personalized Fashion

Gabriella Wulff, Fábio Shimabukuro Sandes, John Magnus Roos

13:00-13:15

Multimodal Storytelling for Sustainable Luxury Fashion: A Case Analysis of Empathy-Evoking Narratives in

Wenshan Shi, Alessia Grassi, Rubab Ashiq, Catherine Stones

13:15-13:30

ANALYSIS OF JAPAN-CHINA DIFFERENCES IN LUXURY BRANDS’ E-COMMERCE ASSORTMENTS AND BRAND VALUE: A PCA AND FSQCA STUDY OF SEVEN

Teruhiko Fukunaga, Atsushi Osanai, Shinya Nagasawa

13:30-13:45

GLOBAL LUXURY BRANDS AND CULTURAL SUSTAINABILITY: A CONTENT ANALYSIS OF SPRING FESTIVAL LIMITED EDITIONS IN

Gulimila Xialifuhan, Su Jin Yang, Jungwon Nam

13:45-14:00

Hybrid Luxury Legitimacy: Formula 1 Drivers as Cultural Intermediaries of Prestige, Lifestyle, and Brand Meaning on

Sandra Bravo Durán, Mathilde Vaudano, Patricia San Miguel

14:00-14:15

ONE SIZE STILL FITS FEW: BODY INCLUSIVITY AS A BOUNDARY OF LUXURY FASHION BRANDS

Virginia Vannucci, Eleonora Pantano

14:30-14:45 Coffee Break

14:45-15:00

WHEN TECHNOLOGY MEETS ROMANCE: HEDONIC CONSUMPTION, CONTEXT, AND INDIVIDUAL DIFFERENCES IN EVALUATIONS OF LAB-CREATED

Myoung-Jin Chae, Molan Kim

15:00-15:15

Visual Perspective of Luxury Brand Ambassadors: Focusing on Parasocial Relationships

Jianing Yu, Akinori Ono, Ryohei Kitazawa, Makoto Ono

15:15-15:30

PERFORMING LUXURY ONLINE: CONSUMER-BRAND ENGAGEMENT THROUGH BRAND-RELATED USER-GENERATED CONTENT ON INSTAGRAM IN

Naziyet Uzunboylu, Demetris Vrontis, Yioula Melanthiou, Ioanna Papasolomou

15:30-15:45

Warmth and Competence in AI Personal Shopper: The Effects of Human-AI Interaction Type and the Moderating Role of Need for Human Touch in Luxury

Woojin Choi, Ha Youn Kim, Jihyun Kang, Yuri Lee, Jong-Youn Rha, Shinyoung Park

14:45-15:00

FASHION AS PLACE MEDIA: THE ROLE OF LUXURY HOTEL BOUTIQUES IN DESTINATION BRANDING

Paula Gárgoles, Isabel García Hiljding

15:00-15:15

FLOATING LUXURY: FASHION SHOPPING AS A CORE MOTIVATION IN CRUISE TOURISM

Marcya Stefany Gonzáles Santiago, Ricardo Bonacho, Sofia Almeida

15:15-15:30

HOW AI-CURATED FASHION PLATFORMS SHAPE DESTINATION MENTAL IMAGERY AND DESIRE TO VISIT

Minjung Cho, Erin Cho

14:45-15:00

How Motion Cues in Online Fashion Presentation Influence Consumer Responses: An Embodied Cognition Perspective on Object and Imagination

Tae-Youn Kim, Yoon-Jung Lee

15:00-15:15

LETTING AI DECIDE: COGNITIVE OFFLOADING AND THE PROMISE AND PERILS OF AI STYLISTS

Yihui Duan, Joonheui Bae

15:15-15:30

The Impact of Algorithmic Fairness on Consumer Responses: The Moderating Role of Platform Contexts

Xiang Wang, Joonheui Bae

15:30-15:45

THE EFFECT OF AI-POWERED VIRTUAL AUTHENTICATOR ENDORSEMENT ON SECONDHAND CONSUMPTION DECISIONS

Yixin Wang

14:45-15:00

HUMAN VERSUS ARTIFICIAL ADVERTISING MODELS IN THE FASHION INDUSTRY: IMPLICATIONS FOR TRUST AND

Bouchra Oukhayi, Vikas Arya

15:00-15:15

FROM SEARCH ENGINES TO GENERATIVE AI: COMPARING SEO AND GEO BRAND VISIBILITY IN THE SPANISH FASHION RETAIL

Alexander Blanco Chang, Patricia Sanmiguel

15:15-15:30

MAPPING THE EVOLUTION OF FASHION RETAIL RESEARCH: A BIBLIOMETRIC ANALYSIS OF DIGITAL TRANSFORMATION, CONSUMER BEHAVIOR, AND

M.E. Fernandez-Moya, P. Sanmiguel, R. Elizaga, M. Torregrosa

15:30-15:45

From Biological Charisma to Algorithmic Authority: Redefining Luxury Brand Leadership in the Age of Generative Heritage and Digital

Andy Hon Pong Wong

14:45-15:00

The Uncanny Valley of Fashion: How AI-Generated Models Influence Ad Novelty and Attitude Abstract

Faren Karimkhan

15:00-15:15

Developing a Strategic Framework For Utilising GenAI to Enhance Green Fashion Marketing Performance

Kaiyan Zhu, Lydia Manieson

15:15-15:30

INNOVATING CONTENT STRATEGY IN INFLUENCER MARKETING: EXAMINING CHARACTERISTICS AND FORMATS ON CUSTOMER ENGAGEMENT ACROSS SPONSORSHIP CONDITIONS AND INFLUENCER

Peirong Ye, Ashish Kumar, Daniel Rayne

14:45-15:00

CUSTOMER RESPONSES TO CHATBOTS AND THEIR IMPACT ON BRAND PERCEPTION IN RETAIL CONTEXTS

C. Marques, D. Langaro, D. Rodrigues, J. Carvalho, M. Cardoso

15:00-15:15

CUSTOMER RESPONSES TO VIRTUAL REALITY ADVERTISING: IMMEDIATE AND POST-EXPOSURE EFFECTS

Andreia Figueiredo E Silva, Sandra Maria Correia Loureiro

15:15-15:30

IMMERSIVE LUXURY: HOW AR AND VR SHAPE BRAND EXPERIENCE AND BRAND LOVE FOR GUCCI

Helena Rodrigues, Maria da Conceição Figueiredo, Francisca Esperança Cativo

15:30-15:45

RELATIONAL, INFORMATIONAL, AND TRANSPARENCY MECHANISMS IN INFLUENCER MARKETING: AN INTEGRATED MODEL OF PURCHASE

Alvaro Dias, Monica Vilcu

14:45-15:00

Value-Driven Sustainable Clothing Consumption in South Africa: A Holbrook-Grounded PLS-SEM Model

Cheryldene Peruma-Moodly, Lorna Truter

15:00-15:15

THE IMPACT OF PLATFORM SLOWDOWN ON THE LIFESTYLE AND FASHION INFLUENCERS

Vera Rebiazina, Alexander Krasnikov

15:15-15:30

Does ESG Advertising Pay Off? Evidence from International Luxury Fashion Firm

Lan Wang, Misha Xu

14:45-15:00

GENERATION Z'S RESPONSES TO PHYSICAL SECOND-HAND CORNERS IN FAST FASHION STORES IN GERMANY: A QUALITATIVE

Luisa Joachim, Carmen-Maria Albrecht

15:00-15:15

BEYOND THE BIN: RETHINKING FASHION CIRCULARITY THROUGH GHANA’S SECONDHAND CLOTHING INDUSTRY

Jiyoung Kim, Haewon Ju, Richard Acquaye, Suchi Acharjya

15:15-15:30

Strain or Sustain: A Social Entrepreneurial Dilemma

Krupa Rai, Arvind Pandi Dorai

15:30-15:45

SUSTAINABLE PARADOX: NAVIGATING BELIEFS ABOUT THE EFFECTS OF GLOBAL WARMING IN PURSUIT OF NEW DESIRES IN THE LUXURY

Nabanita Talukdar, Charles Aaron Lawry

14:45-15:00

Analysis of Global Diffusion Paths of Fashion Trends Using social media Time-Series Data: Focusing on the ‘Bag Decoration’

Seonyoung Yoon, Seunghee Lee

15:00-15:15

CONSUMER INSIGHTS INTO THE VALUE DIMENSIONS OF WEARABLE DEVICES: A TEXT-MINING APPROACH

Naan Ju, Ui-Jeen Yu

15:15-15:30

CLOTHING FIT PERFORMANCE AND BASIC PSYCHOLOGICAL NEEDS: THE MODERATING ROLES OF SELF-SCHEMA AND FEAR OF MISSING

Xin Chen, Seeun Kim

16:10-16:25

SOURCE MATTERS: BRAND- VS. FAN-SOURCED AI-GENERATED LUXURY CONTENT IN SOCIAL MEDIA ADVERTISING

Jin Jeong, Silvia Pérez-Bou, Kyu-Hye Lee

16:25-16:40

COMMUNICATING SUSTAINABILITY WITHOUT DILUTING BRAND DESIRABILITY: THE SUSTAINABILITY-LUXURY PARADOX IN ITALIAN HERITAGE

Ezgi Hazal Gurcan

16:40-16:55

HUMAN OR MACHINE? INFLUENCER TYPE AND TRUST IN SUSTAINABLE LUXURY FASHION ADVERTISING

Marta Massi, Alessandra Ricci

16:55-17:10

From Empathy to Apathy: Why Consumers Become Less Engaged in Cause-Related Marketing? The Roles of Compassion Fatigue and Moral

Yonglin Dai, Joonheui Bae

16:10-16:25

How “Soda Pop” Avatar Content Shapes Korea Visit Intention: A Parasocial Interaction–Destination Image

Yuanhan Fang, Yerim Chung

16:25-16:40

HARNESSING NETWORK FOR COMPETITIVE ADVANTAGE: EVIDENCE FROM ITALIAN MSMES IN THE LUXURY PRIVATE EVENT

Alberto Massacci, Faheem Uddin Syed, Riccardo Rialti, Lorenzo Zanni

16:40-16:55

Impacts of cosplayers on other funs' pilgrimage intention: Focusing on authenticity and parasocial

Akinori Ono, Jianing Yu, Ryohei Kitazawa, Makoto Ono

16:55-17:10

FROM K-LIFESTYLE TO CULTURAL HERITAGE: A COMPARATIVE STUDY OF SEOUL AND MADRID AS FASHION–TOURISM

Silvia Pérez-Bou, Jin Jeong

16:10-16:25

Why Do We Want Smart AI to Be Slow? The Moderating Role of AI Capability on User Satisfaction

Sung Hun Bae, Erin Cho

16:25-16:40

From Search to Service: Agentic AI Support and Identity Expression in Luxury XR Commerce

Yihua Yu, Eunju Ko

16:40-16:55

The Agentic AI experience in luxury brands

Qi Jiang, Eunju Ko, Huanzhang Wang, Kyung Hoon Kim

16:10-16:25

EXPLORING THE IMPACT OF GENERATIVE AI CHATBOTS’ EMOTIONAL EXPRESSIONS ON CONSUMERS’ EMOTIONAL RESPONSES, SATISFACTION, TRUST, AND INTENTION TO USE IN ONLINE FASHION CUSTOMER

Wanchu Hou, Marta Blazquez Cano, Yao Yao

16:25-16:40

BRAND LOGO EXPLICITNESS AND LOCATION EFFECTS ON GEN Z: MASSTIGE VS. LUXURY DIFFERENCES

Yerim Kim, Joonheui Bae, Minjung Cho

16:40-16:55

AI-ENABLED OFFLINE FASHION STORES AS THIRD PLACES

Sohee Ahn, Eunju Ko

16:55-17:10

THE COLLECTIVE WARDROBE: A FRAMEWORK FOR CIRCULAR FASHION EXCHANGE

Bazaki, Yu, Costa, Landim, Simões, Wanick, Moura, Costa, Vieira

16:10-16:25

FROM DESIGNER TO ALGORITHM: Y2K AS A CASE OF PLATFORM-MEDIATED TREND DIFFUSION

Sandra Bravo Durán, Camille Pauline Uldry, Patricia San Miguel

16:25-16:40

EXPLORING HOW ARITIFICIAL INTELLIGENCE- VS. THIRD PARTY-AUTHENTICATION INFLUENCE CONSUMER RESPONSES IN SECONDHAND LUXURY FASHION

Xiangjun Ma, Rosy Boardman, Courtney Chrimes, Yao Yao

16:40-16:55

EXPLORING HIDDEN RELATIONSHIPS IN FASHION COLOR PALETTES

Michal Koren, Or Doron-Perets, Yael Pedro

16:10-16:25

MYCELIUM-BASED DESIGN IN CIRCULAR FASHION: REDEFINING THE INDUSTRY WITH REGENERATIVE

Suchi Subhra Acharjya, Jiyoung Kim

16:25-16:40

Expansion of ‘Art Infusion’ and Structural Analysis of Aesthetic Experiences in Fashion Flagship

Juhyun Kim

16:40-16:55

Intersections of Art, Technology, Marketing, and Fashion: Pedagogical Approaches in Design Education

Taylor Castagnari, Juyhyun Kim

16:10-16:25

Meaningful Luxury: The Making of Brand Purpose in High-End Branding

Klaus Heine, Glyn Atwal

16:25-16:40

FROM OIL TO AURA: STATE ENTREPRENEURSHIP, CULTURAL PURPOSE, AND THE CONSTRUCTION OF A LUXURY NATION BRAND UNDER SAUDI VISION

Houssam Jedidi, Abduraawf Hadili

16:40-16:55

MEANINGFUL OR MISGUIDED? CONSUMER RESPONSES TO INNOVATION IN LUXURY BRANDING

Camila Lee Park, Mauro Fracarolli Nunes

16:10-16:25

WHY CONSUMERS WRITE NEGATIVE ONLINE REVIEWS: AN AI ANALYSIS ACROSS FASHION E-COMMERCE PLATFORMS

Sijing Yang, Magnum Lam, Sou Li, Christina W. Y. Wong, Man Lai Cheung

16:25-16:40

AI-BRIDGING FASHION HERITAGE: CNN-BASED TECHNIQUE CLASSIFICATION FOR MIAO PILED EMBROIDERY

Tsa-Chun Huang, Yunjing Wang, Hui Zhong Li, Yiting Chen

16:40-16:55

THE DIFFERENTIAL IMPACT OF AGENTIC AI VERSUS HUMAN AGENTS ON USER CO-CREATION

Kunlun Xue, Joonheui Bae

16:55-17:10

SERVICE ROBOT ROLE–TASK FIT AND ITS IMPACT ON USER BEHAVIORAL INTENTIONS

Minjung Cho, Joonheui Bae

16:10-16:25

FLASH SALES MEET CONSUMER EXPECTATIONS: VALIDATING TIME-DISCOUNT BELIEFS FOR FASHION-RELEVANT PRICE

James Leonhardt, Grant Leonhardt, Igor Makienko

16:25-16:40

Procrastination vs. Errand Paralysis: A Temporal Motivation Perspective on Social Media Usage

Krupa Rai

16:40-16:55

FOOD CUES IN NON-FOOD CATEGORIES: A SENSORY MARKETING STUDY OF GEN Z RESPONSES IN BEAUTY AND FASHION

Catarina Teixeira, Luisa Martinez, Filipe R. Ramos, Ricardo Abreu

16:55-17:10

THE PSYCHOLOGICAL IMPACT OF APPAREL SIZING LABELS

Merav Weiss-Sidi, Yael Pedro, Marjan Jalali

18:30-19:00 2026 GAMMA Invited Fashion Show

19:00-21:00 Conference Dinner