PROGRAM
Days: Thursday, July 16th Friday, July 17th Saturday, July 18th
Thursday, July 16th
View this program: with abstractssession overviewtalk overview
09:00-17:00 Industry Tour
Industry Tour Program for the 2026 GFMC at Madrid
- Madrid, Spain, July 16, 2026
- Date: July 16, 2016
09:00-10:30 Zara Flagship on Serrano/ Group A/ 30 participants
11:00-12:30 Zara Flagship on Serrano/ Group B/ 30 participants
13:00-13:30 Tintoremus Store/ Group A/ 15 participants
13:00-13:45 Retail Tour/ All/ 20 participants
13:30-14:00 Tintoremus Store/ Group B/ 15 participants
15:00-16:00 HACKETT/ Group A/ 15 participants
16:00-17:00 HACKETT/ Group B/ 15 participants
10:00-15:00 Session S1: 2026 GAMMA Necessary Condition Analysis (NCA) in Management Research
2026 GAMMA Necessary Condition Analysis (NCA) in Management Research
Venue: ISEM Fashion Business School
Instructor: Prof. Dr. Christian M. Ringle, Hamburg University of Technology (TUHH)
Program:
10:00 – 12:00 Introduction to the core concepts of NCA, including essential criteria for its appropriate application in management research
12:00 – 13:00 Lunch
13:00 – 15:00 Hands-on exercises and case studies using the statistical software SmartPLS; the combined use of NCA and PLS-SEM
Chair:
Christian M. Ringle (Hamburg University of Technology, Germany)
15:00-17:00 Session S2: 2026 GAMMA Doctoral Colloquium
Chairs:
John Cadogan (University of Leicester School of Business, UK)
Charles Taylor (Villanova University, United States)
Charles Taylor (Villanova University, United States)
| 15:00 | FROM FEAR OF MISSING OUT TO REGRET: IMPULSE BUYING IN DIGITAL FAST FASHION (abstract) |
| 15:15 | MESSAGE FRAMING AND PERSUASIVE TECHNOLOGY: THE ROLE OF COGNITIVE EFFORT IN SHAPING SUSTAINABLE FASHION BEHAVIOUR INTENTION AMONG GEN Z CONSUMERS IN AN EMERGING MARKET (abstract) |
| 15:30 | UNDERSTANDING SUSTAINABILITY IN LUXURY FASHION: PARADOX, PERCEPTION AND DIGITAL TRANSPARENCY (abstract) |
| 15:45 | THE PARADOX OF AUTONOMY: HOW AGENTIC AI AND HUMAN EXPERTS SHAPE CO-CREATION DYNAMICS AND SERVICE RESILIENCE (abstract) |
| 16:00 | Harnessing Digital Decarbonisation for Climate Resilience in the Fashion Industry (abstract) |
17:00-19:30 Conference Registration
Venue: Lobby, ISEM Fashion Business School
19:00-21:00 Conference Reception
Venue: Lobby, ISEM Fashion Business School
Friday, July 17th
View this program: with abstractssession overviewtalk overview
08:30-09:30 Session 1.01: New Developments in Luxury Advertising I
| 08:30 | PREDICTIVE AI-BASED ADVERTISING IN SUSTAINABLE LUXURY FASHION: ALGORITHMIC TRUST, ETHICAL STORYTELLING, AND COMMERCIAL PERFORMANCE (abstract) |
| 08:45 | ASIAN VS. WESTERN INFLUENCERS IN LUXURY ADVERTISING: CREDIBILITY, AUTHENTICITY, AND PURCHASE INTENT (abstract) |
| 09:00 | A Social Identity Perspective to Luxury Brand Activism (abstract) |
08:30-09:30 Session 1.02: Global Impact, Local Action: Understanding Consumer Responses to Sustainability in a Globalized World I
| 08:30 | UNCOVERING MATERIALISM AND MINIMALISM FROM THE LENS OF PERSONAL BEAUTY VALUES (abstract) |
| 08:45 | LOCAL COMMUNITY LEARNING FOR A CIRCULAR FASHION ECONOMY (abstract) |
| 09:00 | CROSS-CULTURAL CONSUMER RESPONSES TO SUSTAINABLE FASHION ADVOCACY BY GREEN INFLUENCERS ON INSTAGRAM (abstract) |
| 09:15 | FROM APP TO STORE: HOW ZARA'S PHYGITAL TECHNOLOGIES DRIVE OMNICHANNEL PURCHASE INTENTION (abstract) |
08:30-09:30 Session 1.03: AI and Phygital Transformations in Fashion Marketing and Management I
| 08:30 | CONTEXTUAL PERSONALIZED RECOMMENDATIONS IN THE AGE OF AI: THE VALUE OF HUMAN TOUCH (abstract) |
| 08:45 | THE ROLE OF CHATBOT HUMAN-LIKENESS AND FRIENDLINESS IN SHAPING CUSTOMER COMPLAINTS AND SWITCHING INTENTIONS (abstract) |
| 09:00 | The Effect of Information Type on Consumer Engagement in Phygital Environments (abstract) |
08:30-09:30 Session 1.04: 2026 ISEM Fashion Business School-GAMMA JOINT SYMPOSIUM I
| 08:30 | Uncanny and Deceiving? Virtual Influencers in luxury fashion marketing and effects on consumers’ responses (abstract) |
| 08:45 | PHYGITAL TRANSFORMATION IN LIFESTYLE RETAIL: EXPERIENTIAL STRATEGIES FROM FOOTBALL FLAGSHIP STORES (abstract) |
| 09:00 | EVALUATING USER ADOPTION OF 3D DESIGN TECNOLOGY IN A SMALL TEXTILE FIRM: A TECHNOLOGY ACCEPTANCE MODEL APPROACH (abstract) |
08:30-09:30 Session 1.05: RITSUMEIKAN UNIVERSITY-GAMMA JOINT SYMPOSIUM I
| 08:30 | AUTHENTICITY IN CULTURAL TOURISM REVISITED: A COMPARATIVE REVIEW BASED ON WANG (1999)’S TYPOLOGY (abstract) |
| 08:45 | PET OWNERSHIP AND CONSUMPTION: A SYSTEMATIC REVIEW AND RESEARCH AGENDA FOR MARKETING AND CONSUMER BEHAVIOR (abstract) |
| 09:00 | HOW DO CONSUMERS PERCEIVE eWOM REVIEW SEQUENCE? INVESTIGATING THE ROLE OF WEBSITE COLOR (abstract) |
08:30-09:30 Session 1.06: 2026 NZAI-GAMMA JOINT SYMPOSIUM
| 08:30 | The Dilution Effect of Bonus Packs: When Integrated Packaging Lowers Perceived Product Efficacy (abstract) |
| 08:45 | THE BURDEN OF RITUALIZED LUXURY: THE SOCIAL CONSTRUCTION OF THE “BEAUTIFUL BRIDE” IN KOREAN WEDDINGS (abstract) |
| 09:00 | BEYOND PREMIUMNESS: THE MORAL MINDSET ADVANTAGE IN ETHICAL MESSAGING FOR CULTURED MEAT PROMOTION (abstract) |
08:30-09:30 Session 1.07: FASHIONING THE BODY: Commodification, Modification, and Marketing
| 08:30 | From fashion codes to social self-esteem: Image consulting as a practice of fashioning the body (abstract) |
| 08:45 | The "Naked Dress" and The Marketed Body (abstract) |
| 09:00 | Developing a Typology of Customisation and Personalisation in Fashion: Exploring Four Business Models Through a Study of the Swedish Fashion Industry (abstract) |
08:30-09:30 Session 1.08: AI, Virtual Environments, and Consumer Experience in Fashion
| 08:30 | AI, IMMERSION AND INDUSTRY: TRACING THE RISE OF DIGITAL FASHION IN IMMERSIVE VIRTUAL SPACES THROUGH A LONGITUDINAL DATA ANALYSIS (abstract) |
| 08:45 | CAN VIRTUAL WORLDS MAKE CONSUMERS MORE SUSTAINABLE? EVIDENCE FROM METAVERSE SUSTAINABLE FASHION PURCHASES (abstract) |
08:30-09:30 Session 1.09: 2026 SIM-GAMMA JOINT SYMPOSIUM
| 08:30 | SENSE AND SENSIBILITY IN SUSTAINABILITY: HOW KNOWLEDGE AND EMOTIONS ELABORATE GREEN ADVERTISING MESSAGES TOWARDS BRAND OUTCOMES (abstract) |
| 08:45 | NEUROMARKETING AND ART: EMPIRICALLY TESTING THE MIRROR NEURON EFFECT IN ARTISTIC PAINTINGS USING FACEREADER TECHNOLOGY (abstract) |
| 09:00 | Performing the Hero: Exploring Consumer Empowerment through Cosplay in the Phygital Fashion Landscape (abstract) |
09:45-10:45 Keynote Speech I
Speaker: Óscar García Maceiras - Chief Executive Officer, INDITEX, PhD Public International Law- Universidad CEU San Pablo
10:50-12:00 Session 2.01: New Developments in Luxury Advertising II
| 10:50 | Make-or-Buy the Virtual Influencer? Brand-Owned vs Non-Owned Virtual Influencers in Fashion Advertising (abstract) |
| 11:05 | HAVE YOU LIVED THROUGH THE STORY? EXPLORING THE LIMITATIONS OF INCLUSION IN VIRTUAL VERSUS HUMAN INFLUENCER MARKETING THROUGH SOURCE CREDIBILITY AND NARRATIVE TRANSPORTATION (abstract) |
| 11:20 | AI Influencer in Luxury Advertising: Trendiness, Uncanny Feeling, and Strategic Interventions (abstract) |
10:50-12:00 Session 2.02: Global Impact, Local Action: Understanding Consumer Responses to Sustainability in a Globalized World II
| 10:50 | MANAGING INFORMATION OVERLOAD IN GREEN ADVERTISING: THE ROLES OF DIGITAL PRODUCT PASSPORTS AND MORAL NORMS (abstract) |
| 11:05 | FROM FAUX TO FOR REAL: INTERNATIONAL PERSPECTIVES ON COUNTERFEIT AND SECONDHAND LUXURY CONSUMPTION (abstract) |
| 11:20 | BEYOND BORDERS: HOW CULTURAL CONTEXT SHAPES CONSUMER RESPONSES TO LUXURY SUSTAINABILITY MESSAGES (abstract) |
10:50-12:00 Session 2.03: AI and Phygital Transformations in Fashion Marketing and Management II
| 10:50 | IMMERSIVE BRAND EXPERIENCE AS POSITIONING STRATEGY: COMPARING EXPERIENTIAL–NARRATIVE CONFIGURATIONS ACROSS LUXURY AND MASSTIGE FASHION (abstract) |
| 11:05 | Adoption and impact of AI in Spanish fashion retail: an empirical study (abstract) |
| 11:20 | THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON BRAND MANAGEMENT IN SPANISH MARKETING AGENCIES (abstract) |
| 11:35 | A CROSS-CULTURAL STUDY ON PHYGITAL TRANSFORMATIONS IN FASHION MARKETING (abstract) |
| 11:50 | AI AS THE NEW FASHION PRESCRIPTOR: DEVELOPING THE AI BRAND VALUE SCORE (AIBVS) FRAMEWORK FOR MEASURING ALGORITHMIC INFLUENCE IN LUXURY FASHION (abstract) |
10:50-12:00 Session 2.04: Fashion Marketing Strategies in Emerging Markets under Turbulence
| 10:50 | EXPERIENCE STORES AS HUBS OF THE BRAND ECOSYSTEM: AN EMERGING MARKET PERSPECTIVE AND STRATEGIC IMPLICATIONS IN THE TRACK&FIELD SPORTSWEAR BRAND CASE STUDY (abstract) |
| 11:05 | HOW SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS SHAPE SUSTAINABLE BRAND IMAGE: THE MEDIATING ROLE OF RESPONSIBLE CONSUMER BEHAVIOUR IN FASHION RETAIL (abstract) |
| 11:20 | PERSONALIZED LOOKBOOKS GENERATED BY AI VS. USER-GENERATED CONTENT: THE ROLE OF DIGITAL TRUST IN ONLINE FASHION RETAIL (abstract) |
10:50-12:00 Session 2.05: RITSUMEIKAN UNIVERSITY-GAMMA JOINT SYMPOSIUM II
| 10:50 | ALGORITHM AWARENESS AND USER RESPONSES TO PERSONALIZED SOCIAL MEDIA (abstract) |
| 11:05 | Social Interaction Ties and Propagation in Online Communities: Comparing Active Participants and Lurkers (abstract) |
| 11:20 | Who Seeks and Appreciates Authentic Tourism Destinations? (abstract) |
10:50-12:00 Session 2.06: 2026 ISCTE-IUL-Lisbon University Institute and Business Research Unit(BRU)-GAMMA Joint Symposium I
| 10:50 | Fear of Missing Out as a Driver of Consumer Well-being (abstract) |
| 11:05 | Fashion Romanticism Across the Choice Cycle (abstract) |
| 11:20 | ARTIFICIAL INTELLIGENCE INFLUENCERS AND SOCIAL DRIVERS: IMPACT ON CONSUMER BRAND ENGAGEMENT AND BRAND ATTACHMENT AMONG AMERICAN GENERATION Z ON TIKTOK (abstract) |
| 11:35 | ARTIFICIAL INTELLIGENT AS THE ARTIST: HOW AUTHORSHIP AWARENESS ALTERS HEDONIC AND SOCIAL VALUE (abstract) |
| 11:50 | ANTICIPATING RECYCLING, BUYING ACCORDINGLY: GENAI END-OF-LIFE EDUCATION AND JOURNEY COHERENCE IN FASHION (abstract) |
10:50-12:00 Session 2.07: The GenAI Revolution: Redefining Consumer Behavior and Psychology
| 10:50 | The Impact of AI Messaging Frames on Acceptance Intentions: The Mediating Role of Cognitive Closure Need Satisfaction (abstract) |
| 11:05 | Too Close to be Ture? The Effect of AI Identity Disclosure on AI-Generated Advertising Effectiveness (abstract) |
| 11:20 | LUXURY SENSEMAKING IN SECOND-HAND FASHION: THE ROLE OF GENAI (abstract) |
| 11:35 | CUSTOMER RESPONSE TO GENERATIVE AI IMAGES IN HOPE, PREVENTION, AND ENVIRONMENTAL CSR CAMPAIGNS (abstract) |
10:50-12:00 Session 2.08: Sustainability in Fashion Management I
| 10:50 | CSR COMMITMENT IN THE FASHION INDUSTRY: CAN CSR BUFFER NEGATIVE PUBLICITY? (abstract) |
| 11:05 | HERITAGE TEXTILE FASHIONS - CHALLENGES AND GROWTH OPPORTUNITIES IN BUILDING SUSTAINABLE SUPPLY & VALUE CHAINS (abstract) |
| 11:20 | Charity Retail and Sustainable Fashion: Understanding Consumer Resistance to Second-hand Clothing (abstract) |
| 11:35 | THE FASHION SUSTAINABILITY PARADOX: HOW ORGANIZATIONAL CAPABILITIES EXPLAIN CONTRADICTORY PERFORMANCE OUTCOMES (abstract) |
10:50-12:00 Session 2.09: Influencer Marketing: Navigating the Future of Social Media Influencers’ Fashion, Content, and Culture
| 10:50 | GRANFLUENCERS IN THE FASHION INDUSTRY: CHALLENGING AGE BOUNDARIES ON SOCIAL MEDIA (abstract) |
| 11:05 | INFLUENCER MARKETING STRATEGIES OF BEAUTY BRANDS IN INTERNATIONAL MARKETS (abstract) |
| 11:20 | INFLUENCER MARKETING AND GEN Z FASHION CONSUMERS: THE ROLE OF SOCIAL MEDIA IN SHAPING PURCHASE BEHAVIOR (abstract) |
13:00-14:30 Session 3.01: New Developments in Luxury Advertising III
| 13:00 | Mental Time Travel and Groundedness Effects on Luxury Brand Advertising (abstract) |
| 13:15 | AI VS. HUMAN MODELS IN LUXURY SOCIAL MEDIA ADVERTISING (abstract) |
| 13:30 | WRAPPED IN DOUBLE LUXURY: HOW FASHION INFLUENCERS SHAPE DESTINATION IMAGE (abstract) |
| 13:45 | Enhancing Consumer Relationships with AI Styling Agents: Strategies for Increasing Self-extension and Self-expansion (abstract) |
| 14:00 | LUXURY IN THE AGE OF TRANSPARENCY: CAN DIGITAL PRODUCT PASSPORTS UNLOCK SUSTAINABILITY COMMUNICATION WITHOUT SACRIFICING DESIRABILITY? (abstract) |
13:00-14:30 Session 3.02: Global Impact, Local Action: Understanding Consumer Responses to Sustainability in a Globalized World III
| 13:00 | THE IMPACT OF FASHION BRANDS’ SUSTAINABILITY EFFORTS ON BRANDS` PERFORMANCE (abstract) |
| 13:15 | FROM THE METAVERSE TO THE REAL WORLD: HOW AVATAR IDENTIFICATION SHAPES SUSTAINABLE CONSUMPTION AND BRAND EQUITY WITH CULTURAL ORIENTATIONS (abstract) |
| 13:30 | EXAMINING CONSUMER PERCEPTIONS OF SUSTAINABILITY IN LUXURY COMMUNICATION IN DEVELOPED AND EMERGING MARKETS: EVIDENCE FROM ITALY AND TURKEY (abstract) |
| 13:45 | HOW CONSUMERS INTERPRET DIGITAL PRODUCT PASSPORTS IN INTERNATIONAL MARKETS (abstract) |
13:00-14:30 Session 3.03: Turning Points in luxury
| 13:00 | QUITE LUXURY: SILENT LUXURY MARKETING APPROACH (abstract) |
| 13:15 | LEADING THE LUXURY SHIFT: REINVENTING THE RETAIL EXPERIENCE FOR MODERN CONSUMERS (abstract) |
| 13:30 | TECH-KNOWLEDGE AND LUXURY: DIGITAL & WEB 3 AGENCIES AND THE MANAGEMENT OF ASYMMETRIES IN THEIR COLLABORATIVE PROJECTS WITH LUXURY BRANDS (abstract) |
| 13:45 | LUXURY AS A STRUCTURAL STATE: A VECTOR-BASED MODEL FOR MULTIDIMENSIONAL POSITIONING IN FLUID MARKETS (abstract) |
13:00-14:30 Session 3.04: 2026 SFT of THE HONG KONG POLYTECHNIC UNIVERSITY and GAMMA JOINT SYMPOSIUM
| 13:00 | Co-evolving Fashion Identity Synergizing AI Design with Strategic Market Alignment (abstract) |
| 13:15 | When AI Agents Fail: How Psychological Contract Violation Shapes User Responses in AI Recommendation Services (abstract) |
| 13:30 | LOWER-LIMB ADAPTIVE APPAREL PRODUCT DESIGN FOR OLDER WOMEN WITH KNEE OSTEOARTHRITIS (abstract) |
| 13:45 | Beyond Black-Box: A Tiered Framework for Customer Profiling System (abstract) |
13:00-14:30 Session 3.05: 2026 RITSUMEIKAN UNIVERSITY-GAMMA JOINT SYMPOSIUM III
| 13:00 | Dynamic Affinity Formation in Intercultural Contexts: A Longitudinal Study of Chinese Students in Japan (abstract) |
| 13:15 | CONSUMER PREFERENCES FOR SUSTAINABLE LAST-MILE DELIVERY: A DISCRETE CHOICE EXPERIMENT (abstract) |
| 13:30 | How SHEIN’s Model Exposes the Barriers of Japanese Commercial Practice (abstract) |
| 13:45 | Visual merchandising of price: The effect of partitioned pricing on consumer purchase decisions (abstract) |
13:00-14:30 Session 3.06: 2026 ISCTE-IUL-Lisbon University Institute and Business Research Unit(BRU)-GAMMA Joint Symposium II
| 13:00 | Compassion In Social Causes: How Brand Coolness and Shock Advertising Elicit Compassion (abstract) |
| 13:15 | PERCEIVED SUSTAINABILITY AND BRAND COOLNESS: CONSUMERS’ PERCEPTIONS IN THE BEAUTY INDUSTRY (abstract) |
| 13:30 | GAMIFICATION AS A DRIVER OF DESIRE TO PURCHASE FOR PRIVATE-LABEL BRANDS IN RETAIL (abstract) |
| 13:45 | AI AS A SELLING STRATEGY: TRANSITIONING FROM PRODUCT VENDORS TO INTELLIGENT SERVICE PARTNERS (abstract) |
13:00-14:30 Session 3.08: Sustainability in Fashion Management II
| 13:00 | ARE CONSUMERS REALLY READY FOR CIRCULAR FASHION? EXPLORING MOTIVATION, SEGMENTATION, AND REALITY (abstract) |
| 13:15 | Inclusive Marketing: Marketing Professionals´ Interpretations and the Operationalisation of Inclusion in Swedish Fashion Advertising (abstract) |
| 13:30 | Making the Invisible Visible: Reframing Sustainability Communication Through Overlooked Fashion Components (abstract) |
| 13:45 | Psychological ownership as a contextual mechanism for reducing adoption barriers in fashion rental (abstract) |
| 14:00 | Sustainable by Design? Consumer Expectations on Personalized Fashion (abstract) |
13:00-14:30 Session 3.09: Luxury Marketing & Branding
| 13:00 | Multimodal Storytelling for Sustainable Luxury Fashion: A Case Analysis of Empathy-Evoking Narratives in Brands (abstract) |
| 13:15 | ANALYSIS OF JAPAN-CHINA DIFFERENCES IN LUXURY BRANDS’ E-COMMERCE ASSORTMENTS AND BRAND VALUE: A PCA AND FSQCA STUDY OF SEVEN BRANDS (abstract) |
| 13:30 | GLOBAL LUXURY BRANDS AND CULTURAL SUSTAINABILITY: A CONTENT ANALYSIS OF SPRING FESTIVAL LIMITED EDITIONS IN CHINA (abstract) |
| 13:45 | Hybrid Luxury Legitimacy: Formula 1 Drivers as Cultural Intermediaries of Prestige, Lifestyle, and Brand Meaning on Instagram (abstract) |
| 14:00 | ONE SIZE STILL FITS FEW: BODY INCLUSIVITY AS A BOUNDARY OF LUXURY FASHION BRANDS (abstract) |
14:45-16:00 Session 4.01: New Developments in Luxury Advertising IV
| 14:45 | WHEN TECHNOLOGY MEETS ROMANCE: HEDONIC CONSUMPTION, CONTEXT, AND INDIVIDUAL DIFFERENCES IN EVALUATIONS OF LAB-CREATED DIAMONDS (abstract) |
| 15:00 | Visual Perspective of Luxury Brand Ambassadors: Focusing on Parasocial Relationships (abstract) |
| 15:15 | PERFORMING LUXURY ONLINE: CONSUMER-BRAND ENGAGEMENT THROUGH BRAND-RELATED USER-GENERATED CONTENT ON INSTAGRAM IN CYPRUS (abstract) |
| 15:30 | 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 Retail (abstract) |
14:45-16:00 Session 4.02: Fashion in Tourism Communication and Marketing I
| 14:45 | FASHION AS PLACE MEDIA: THE ROLE OF LUXURY HOTEL BOUTIQUES IN DESTINATION BRANDING (abstract) |
| 15:00 | FLOATING LUXURY: FASHION SHOPPING AS A CORE MOTIVATION IN CRUISE TOURISM (abstract) |
| 15:15 | HOW AI-CURATED FASHION PLATFORMS SHAPE DESTINATION MENTAL IMAGERY AND DESIRE TO VISIT (abstract) |
14:45-16:00 Session 4.03: AI and Phygital Transformations in Fashion Marketing and Management IV
| 14:45 | How Motion Cues in Online Fashion Presentation Influence Consumer Responses: An Embodied Cognition Perspective on Object and Imagination Imagery (abstract) |
| 15:00 | LETTING AI DECIDE: COGNITIVE OFFLOADING AND THE PROMISE AND PERILS OF AI STYLISTS (abstract) |
| 15:15 | The Impact of Algorithmic Fairness on Consumer Responses: The Moderating Role of Platform Contexts (abstract) |
| 15:30 | THE EFFECT OF AI-POWERED VIRTUAL AUTHENTICATOR ENDORSEMENT ON SECONDHAND CONSUMPTION DECISIONS (abstract) |
14:45-16:00 Session 4.04: Fashion Marketing & Management in the Age of AI Fashion Transformation I
| 14:45 | HUMAN VERSUS ARTIFICIAL ADVERTISING MODELS IN THE FASHION INDUSTRY: IMPLICATIONS FOR TRUST AND AUTHENTICITY (abstract) |
| 15:00 | FROM SEARCH ENGINES TO GENERATIVE AI: COMPARING SEO AND GEO BRAND VISIBILITY IN THE SPANISH FASHION RETAIL MARKET (abstract) |
| 15:15 | MAPPING THE EVOLUTION OF FASHION RETAIL RESEARCH: A BIBLIOMETRIC ANALYSIS OF DIGITAL TRANSFORMATION, CONSUMER BEHAVIOR, AND SUSTAINABILITY (abstract) |
| 15:30 | From Biological Charisma to Algorithmic Authority: Redefining Luxury Brand Leadership in the Age of Generative Heritage and Digital Resurrection (abstract) |
14:45-16:00 Session 4.05: Fashion Marketing and Consumer Research I
| 14:45 | The Uncanny Valley of Fashion: How AI-Generated Models Influence Ad Novelty and Attitude Abstract (abstract) |
| 15:00 | Developing a Strategic Framework For Utilising GenAI to Enhance Green Fashion Marketing Performance (abstract) |
| 15:15 | INNOVATING CONTENT STRATEGY IN INFLUENCER MARKETING: EXAMINING CHARACTERISTICS AND FORMATS ON CUSTOMER ENGAGEMENT ACROSS SPONSORSHIP CONDITIONS AND INFLUENCER TIERS (abstract) |
14:45-16:00 Session 4.06: 2026 ISCTE-IUL-Lisbon University Institute and Business Research Unit(BRU)-GAMMA Joint Symposium III
| 14:45 | CUSTOMER RESPONSES TO CHATBOTS AND THEIR IMPACT ON BRAND PERCEPTION IN RETAIL CONTEXTS (abstract) |
| 15:00 | CUSTOMER RESPONSES TO VIRTUAL REALITY ADVERTISING: IMMEDIATE AND POST-EXPOSURE EFFECTS (abstract) |
| 15:15 | IMMERSIVE LUXURY: HOW AR AND VR SHAPE BRAND EXPERIENCE AND BRAND LOVE FOR GUCCI (abstract) |
| 15:30 | RELATIONAL, INFORMATIONAL, AND TRANSPARENCY MECHANISMS IN INFLUENCER MARKETING: AN INTEGRATED MODEL OF PURCHASE INTENTION (abstract) |
14:45-16:00 Session 4.07: Fashion and Luxury Consumer Behavior in Emerging Markets
| 14:45 | Value-Driven Sustainable Clothing Consumption in South Africa: A Holbrook-Grounded PLS-SEM Model (abstract) |
| 15:00 | THE IMPACT OF PLATFORM SLOWDOWN ON THE LIFESTYLE AND FASHION INFLUENCERS (abstract) |
| 15:15 | Does ESG Advertising Pay Off? Evidence from International Luxury Fashion Firm (abstract) |
14:45-16:00 Session 4.08: Sustainability in Fashion Management III
| 14:45 | GENERATION Z'S RESPONSES TO PHYSICAL SECOND-HAND CORNERS IN FAST FASHION STORES IN GERMANY: A QUALITATIVE STUDY (abstract) |
| 15:00 | BEYOND THE BIN: RETHINKING FASHION CIRCULARITY THROUGH GHANA’S SECONDHAND CLOTHING INDUSTRY (abstract) |
| 15:15 | Strain or Sustain: A Social Entrepreneurial Dilemma (abstract) |
| 15:30 | SUSTAINABLE PARADOX: NAVIGATING BELIEFS ABOUT THE EFFECTS OF GLOBAL WARMING IN PURSUIT OF NEW DESIRES IN THE LUXURY MARKET (abstract) |
14:45-16:00 Session 4.09: Marketing in General I
| 14:45 | Analysis of Global Diffusion Paths of Fashion Trends Using social media Time-Series Data: Focusing on the ‘Bag Decoration’ Phenomenon (abstract) |
| 15:00 | CONSUMER INSIGHTS INTO THE VALUE DIMENSIONS OF WEARABLE DEVICES: A TEXT-MINING APPROACH (abstract) |
| 15:15 | CLOTHING FIT PERFORMANCE AND BASIC PSYCHOLOGICAL NEEDS: THE MODERATING ROLES OF SELF-SCHEMA AND FEAR OF MISSING OUT (abstract) |
16:10-17:10 Session 5.01: New Developments in Luxury Advertising V
| 16:10 | SOURCE MATTERS: BRAND- VS. FAN-SOURCED AI-GENERATED LUXURY CONTENT IN SOCIAL MEDIA ADVERTISING (abstract) |
| 16:25 | COMMUNICATING SUSTAINABILITY WITHOUT DILUTING BRAND DESIRABILITY: THE SUSTAINABILITY-LUXURY PARADOX IN ITALIAN HERITAGE BRANDS (abstract) |
| 16:40 | HUMAN OR MACHINE? INFLUENCER TYPE AND TRUST IN SUSTAINABLE LUXURY FASHION ADVERTISING (abstract) |
| 16:55 | From Empathy to Apathy: Why Consumers Become Less Engaged in Cause-Related Marketing? The Roles of Compassion Fatigue and Moral Licensing (abstract) |
16:10-17:10 Session 5.02: Fashion in Tourism Communication and Marketing II
| 16:10 | How “Soda Pop” Avatar Content Shapes Korea Visit Intention: A Parasocial Interaction–Destination Image Pathway (abstract) |
| 16:25 | HARNESSING NETWORK FOR COMPETITIVE ADVANTAGE: EVIDENCE FROM ITALIAN MSMES IN THE LUXURY PRIVATE EVENT INDUSTRY (abstract) |
| 16:40 | Impacts of cosplayers on other funs' pilgrimage intention: Focusing on authenticity and parasocial relationships (abstract) |
| 16:55 | FROM K-LIFESTYLE TO CULTURAL HERITAGE: A COMPARATIVE STUDY OF SEOUL AND MADRID AS FASHION–TOURISM CAPITALS (abstract) |
16:10-17:10 Session 5.03: AI and Phygital Transformations in Fashion Marketing and Management V
| 16:10 | Why Do We Want Smart AI to Be Slow? The Moderating Role of AI Capability on User Satisfaction (abstract) |
| 16:25 | From Search to Service: Agentic AI Support and Identity Expression in Luxury XR Commerce (abstract) |
| 16:40 | The Agentic AI experience in luxury brands (abstract) |
16:10-17:10 Session 5.04: Fashion Marketing & Management in the Age of AI Fashion Transformation II
| 16:10 | EXPLORING THE IMPACT OF GENERATIVE AI CHATBOTS’ EMOTIONAL EXPRESSIONS ON CONSUMERS’ EMOTIONAL RESPONSES, SATISFACTION, TRUST, AND INTENTION TO USE IN ONLINE FASHION CUSTOMER SERVICE (abstract) |
| 16:25 | BRAND LOGO EXPLICITNESS AND LOCATION EFFECTS ON GEN Z: MASSTIGE VS. LUXURY DIFFERENCES (abstract) |
| 16:40 | AI-ENABLED OFFLINE FASHION STORES AS THIRD PLACES (abstract) |
| 16:55 | THE COLLECTIVE WARDROBE: A FRAMEWORK FOR CIRCULAR FASHION EXCHANGE (abstract) |
16:10-17:10 Session 5.05: Fashion Marketing and Consumer Research II
| 16:10 | FROM DESIGNER TO ALGORITHM: Y2K AS A CASE OF PLATFORM-MEDIATED TREND DIFFUSION (abstract) |
| 16:25 | EXPLORING HOW ARITIFICIAL INTELLIGENCE- VS. THIRD PARTY-AUTHENTICATION INFLUENCE CONSUMER RESPONSES IN SECONDHAND LUXURY FASHION LIVE-STREAMING (abstract) |
| 16:40 | EXPLORING HIDDEN RELATIONSHIPS IN FASHION COLOR PALETTES (abstract) |
16:10-17:10 Session 5.06: The Convergence of Arts and Fashion
| 16:10 | MYCELIUM-BASED DESIGN IN CIRCULAR FASHION: REDEFINING THE INDUSTRY WITH REGENERATIVE ENTREPRENEURSHIP (abstract) |
| 16:25 | Expansion of ‘Art Infusion’ and Structural Analysis of Aesthetic Experiences in Fashion Flagship Stores (abstract) |
| 16:40 | Intersections of Art, Technology, Marketing, and Fashion: Pedagogical Approaches in Design Education (abstract) |
16:10-17:10 Session 5.07: Meaningful Luxury: Purpose, Branding & Entrepreneurial Innovation
| 16:10 | Meaningful Luxury: The Making of Brand Purpose in High-End Branding (abstract) |
| 16:25 | FROM OIL TO AURA: STATE ENTREPRENEURSHIP, CULTURAL PURPOSE, AND THE CONSTRUCTION OF A LUXURY NATION BRAND UNDER SAUDI VISION 2030 (abstract) |
| 16:40 | MEANINGFUL OR MISGUIDED? CONSUMER RESPONSES TO INNOVATION IN LUXURY BRANDING (abstract) |
16:10-17:10 Session 5.08: AI-Bridged Heritage: Marketing Sustainable Fashion Ecosystems in the Digital Age
| 16:10 | WHY CONSUMERS WRITE NEGATIVE ONLINE REVIEWS: AN AI ANALYSIS ACROSS FASHION E-COMMERCE PLATFORMS (abstract) |
| 16:25 | AI-BRIDGING FASHION HERITAGE: CNN-BASED TECHNIQUE CLASSIFICATION FOR MIAO PILED EMBROIDERY (abstract) |
| 16:40 | THE DIFFERENTIAL IMPACT OF AGENTIC AI VERSUS HUMAN AGENTS ON USER CO-CREATION (abstract) |
| 16:55 | SERVICE ROBOT ROLE–TASK FIT AND ITS IMPACT ON USER BEHAVIORAL INTENTIONS (abstract) |
16:10-17:10 Session 5.09: Marketing in General II
| 16:10 | FLASH SALES MEET CONSUMER EXPECTATIONS: VALIDATING TIME-DISCOUNT BELIEFS FOR FASHION-RELEVANT PRICE POINTS (abstract) |
| 16:25 | Procrastination vs. Errand Paralysis: A Temporal Motivation Perspective on Social Media Usage (abstract) |
| 16:40 | FOOD CUES IN NON-FOOD CATEGORIES: A SENSORY MARKETING STUDY OF GEN Z RESPONSES IN BEAUTY AND FASHION (abstract) |
| 16:55 | THE PSYCHOLOGICAL IMPACT OF APPAREL SIZING LABELS (abstract) |
Saturday, July 18th
View this program: with abstractssession overviewtalk overview
08:30-09:30 Session 6.01: 2026 Journal of Business Research Workshop: The Research Journey
Instructor: Prof. Mirella H.P. Kleijnen, Co-Editor-in-Chief of Journal of Business Research, Vrije Universiteit Amsterdam
08:30-09:30 Session 6.02: International, Global, and Cross-Cultural Marketing
| 08:30 | Effects of country-of-origin fit, psychological distance, and consumers’ dream: luxury brand evaluation in the cross-border acquisition context (abstract) |
| 08:45 | CHANNEL INVESTMENTS IN CROSS-BORDER BUSINESS RELATIONSHIPS: EVIDENCE FROM UK EXPORTER–IMPORTER EXCHANGES (abstract) |
| 09:00 | Sustainability Message Framing and Consumer Ethnocentrism: A Conceptual Framework and Cross-Cultural Research Agenda (abstract) |
08:30-09:30 Session 6.03: New Developments in Luxury Advertising VI
| 08:30 | The Luxury of Non-Humanity: Investigating the Paradox of the Uncanny Valley and Brand Mystique in Virtual Influencer Advertising (abstract) |
| 08:45 | Virtual Influencers in Luxury Branding: Social Comparison Emotions and Consumer Purchase Intention (abstract) |
| 09:00 | HUMANOID PHYSICAL AI IN LUXURY FASHION: THE ROLE OF VALUE CO-CREATION AND CUSTOMER EXPERIENCE (abstract) |
| 09:15 | 3D VIRTUAL RETAILING AS A THERAPEUTIC SPACE: THE SERIAL MEDIATION OF IMMERSIVE EXPERIENCE AND THERAPEUTIC WELL-BEING ON BRAND ASPIRATION (abstract) |
08:30-09:30 Session 6.04: From Data to Decisions: Quantitative Methods for Management Research in Action
| 08:30 | The Untapped Power of Wishlists: A Field Experiment on Funnel-Based Coupon Targeting (abstract) |
| 08:45 | KEEP SHEIN-ING? UNDERSTANDING THE ROLE OF ALGORITHMIC AWARENESS IN GEN Z’S CONTINUANCE OF ULTRA-FAST FASHION PLATFORMS (abstract) |
08:30-09:30 Session 6.05: Design, Innovation, and Marketing in Fashion Industry / Design, Culture & Innovation / Business Model Innovation and Life Cycle Management in Fashion Industry
| 08:30 | HOW SIMILAR CAN DESIGNS BE AND STILL BE ACCEPTABLE?: A JAPANESE-DUTCH COMPARISON OF SIMILARITY PERCEPTION AND UNACCEPTABILITY JUDGMENTS - AN EXAMINATION USING CERAMIC STIMULI AND PRACTICAL IMPLICATIONS- (abstract) |
| 08:45 | DIRECT ACTION AS PEDAGOGY - PARTICIPATORY ENGAGEMENT IN ARCHITECTURAL DESIGN EDUCATION (abstract) |
| 09:00 | VERNACULAR INTELLIGENCE AS ENVIRONMENTAL PERFORMANCE AND SPATIAL DESIGN: THE ECOLOGICAL SYSTEMS OF KOREAN HANOK ARCHITECTURE (abstract) |
08:30-09:30 Session 6.06: Innovation in Global Fashion /Global Business-to-Business Culture & Fashion Markets / Buying Decision Making of Luxury
| 08:30 | DIGITAL TECHNOLOGIES AND CROSS-BORDER INFORMAL B2B RELATIONSHIPS. EVIDENCE FROM THE FASHION INDUSTRY (abstract) |
| 08:45 | B2B Case Study - ACS Clothing: Enabling Fashion Brands and Retailers to Join the Circular Economy (abstract) |
| 09:00 | Trophies or Rewards? How Psychological State Shape Luxury Self-Reward Choices (abstract) |
08:30-09:30 Session 6.07: New Paradigms of Luxury Consumption and Sustainable Behavior /Sustainability for People: Rights, Equity, and Global Connectedness amid the Rise of AI / AI Perspectives on Sustainability in Fashion Marketing: New Emerging Issues
| 08:30 | INCLUSIVE SPACES: THE ROLE OF GEN Z IN REIMAGINING LUXURY SPACES – A CROSS-CULTURAL EXAMINATION (abstract) |
| 08:45 | Human Sustainability amid Digital Transformation: Inditex’s Worker-Centred Community Strategy in the Moroccan Cluster (abstract) |
| 09:00 | DIGITAL PRODUCT PASSPORTS AS STRATEGIC TRUST INFRASTRUCTURE: INTEROPERABILITY, AI, AND CIRCULAR BUSINESS MODEL INNOVATION IN GLOBAL FASHION (abstract) |
08:30-09:30 Session 6.08: Technological Innovation and Transformation in Fashion Retail /Consumer-brand-AI, VR, & AR Relationships in Fashion, Heritage, and Art
| 08:30 | Regenerative Efforts in the Textile Industry. Are they having a positive impact? (abstract) |
| 08:45 | BARRIERS TO AND DRIVERS OF DIGITAL MARKETING ADOPTION AMONG SMALL RURAL RETAILERS (abstract) |
| 09:00 | AI, FASHION BRANDING, AND HERITAGE MINIMALISM: AN ONGOING INVESTIGATION INTO THE CONSTRUCTION OF “ALENTEJO QUIET LUXURY” (abstract) |
| 09:15 | FROM STATIC ART GUIDES TO AGENTIC AI: IMMERSIVE HERITAGE EXPERIENCES IN LUXURY CRUISE BRANDS (abstract) |
08:30-09:30 Session 6.09: Consumer Experience in A New Digital Fashion Frontier / Artificial Intelligence Generated Content and Customer Experience in Fashion Marketing
| 08:30 | CANADIAN YOUTH PERSPECTIVES AND ADOPTION OF SMART RETAIL TECHNOLOGIES IN THE FASHION INDUSTRY (abstract) |
| 08:45 | Making Circular Clothing Consumers: The (Mis)Configurations of Rental, Resale and Repair Platforms (abstract) |
| 09:00 | THE ARTNESS OF AI FASHION: FROM AWE TO ATTITUDE IN AI CO-CREATION (abstract) |
| 09:15 | FROM HUMAN BUZZ TO MACHINE HYPE: HOW GEN-AI REWRITES E-WORD OF MOUTH IN CONSUMER NARRATIVES (abstract) |
08:30-09:30 Session 6.10: AI-Powered Fashion Brand Websites / Leveraging AI in Fashion Marketing & Management Research /Customer Experiences in Digital Fashion / ESG & AI in Global luxury and Fashion Marketing and Management
| 08:30 | One Size Fits None: Context-Driven Chatbot Design for Online Shopping (abstract) |
| 08:45 | How Omnichannel Capability Shapes the Customer Journey: The Roles of Fulfillment, Fluency, and Flexibility (abstract) |
| 09:00 | HOW CONSUMERS EXPERIENCE LIVESTREAM SHOPPING ACROSS PRODUCT CATEGORIES (abstract) |
| 09:15 | DIFFERENT AI DESIGN UTILIZATION FOR LUXURY AND NON-LUXURY BRANDS: EFFECTS ON BRAND UNIQUENESS AND INNOVATION ABILLITY (abstract) |
09:30-10:20 Keynote Speech II
Title: Managing Creative AI in Fashio
Speakers: Prof. Roland T. Rust (University of Maryland) & Prof. Ming-hui Huang (National Taiwan University)
10:30-12:00 Meet the Editors
Chair: Roland T. Rust, Vice President of Publications, American Marketing Association, University of Maryland
Charles R. Taylor, Editor-in-Chief, International Journal of Advertising, Villanova University
John Cadogan, Editor-in-Chief, International Marketing Review, The University of Leicester
Mirella H.P. Kleijnen, Co-Editor-in-Chief, Journal of Business Research, Vrije Universiteit Amsterdam
Ming-Hui Huang, Editor-in-Chief, Journal of Service Research, National Taiwan University
Robert E. Morgan, Co-Editor-in-Chief, Industrial Marketing Management, Cardiff University
Ian Phau, Editor-in-Chief, Asia Pacific Journal of Marketing and Logistics, Curtin Business School
Eunju Ko, Editor-in-Chief, Journal of Global Fashion Marketing, Yonsei University
Dimitrios Buhalis, Editor-in-Chief, Tourism Review, Bournemouth University
Carlos Flavian, Co-Editor-in-Chief, International Journal of Consumer Studies, University of Zaragoza
Kyung Hoon Kim, Editor-in-Chief, Journal of Global Scholars of Marketing Science, Yonsei University
Kihan Kim, Editor-in-Chief, Journal of Global Sport Management, Seoul National University