Advances in International Marketing

Abstract 
Purpose 
This paper deals with the international development of firms through the online sales channel. Despite the ever-growing importance of the issues involved in such internationalization strategies, they have received limited attention in the literature. 
 
 
Methodology/approach 
The paper presents an analysis of an expressly developed database of 20 multibrand luxury retailers in the online fashion market 
 
 
Findings 
The analysis highlights the international dimension of these players and sheds some light on internationalization through e-commerce of the luxury fashion retailers. In particular, the paper states that e-commerce may be related to different degrees of internationalization in multibrand luxury fashion retailers and that internationalization of multibrand luxury fashion retailers through e-commerce is unrelated to physical stores abroad. 
 
 
Research limitations 
Future research should be aimed at analyzing the characteristics of a greater number of actor, such as mono-brand luxury manufacturers, also comparing the fashion system with other sectors where the online channel exhibits a similar important trend. 
 
 
Originality/value 
The paper’s originality is related to a new phenomenon that has yet to receive appropriate consideration in the literature, the online international company growth with particular focus on the online channel as a new means to develop into foreign markets

Simone Guercini

Andrea Runfola

International Marketing in the Fast Changing World

Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry

电子商务国际化：时尚行业多品牌奢侈品零售商案例研究

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study examines the effects of a co-branding strategy between luxury brands and retailers on consumers’ evaluation of the luxury brand's image. We use information integration theory (IIT) as the basis for our study, as it can be used to explore how attitudes are formed and changed as new information is combined with existing cognitions and thoughts. A theoretical model based on IIT is built and empirically tested using a sample of 240 Taiwanese adult consumers. We conduct an experimental survey study in which we manipulate luxury brand familiarity and product and brand fit between luxury brand and the co-brand, and assess prior-attitudes and post-attitudes toward the luxury brand and attitudes toward the co-brand. We find support for many of our hypotheses: prior-attitudes toward the luxury brand is positively related to the attitude toward the co-brand, brand fit is related to attitudes toward the co-brand, and brand fit is marginally related to the post-attitude toward the luxury brand. Other hypotheses, however (such as those regarding product fit) were not supported. We conclude by discussing our theoretical and managerial contributions.

Shih-Ching Wang

Primidya K. Soesilo

Dan Zhang

C. Anthony Di Benedetto

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

奢侈品牌与零售商联合品牌策略对消费者奢侈品牌形象评价的影响：以台湾为例

In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

出版信息	出版商: Emerald Group Publishing Ltd.，出版周期: ，期刊类型: book-series，开源期刊: 否
基本数据	创刊年份: 2015，原创研究文献占比: ，自引率:， Gold OA占比:

Advances in International Marketing

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Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

The use of partial least squares path modeling in international marketing

Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

The use of partial least squares path modeling in international marketing