GMC 2025

Introduction

Global Marketing Conference, Hong Kong, 24-27 Jul 2025; Deadline 31 Jan

POSTING TYPE: Revisits

Posted by: Kyung Hoon Kim

 PUBLICATION OPPORTUNITIES: 2025 Global Marketing Conference at Hong Kong

– Extended Submission Deadline: Jan. 31, 2025

  1. 2025 GMC at Hong Kong:
  2. Conference Date & Homepage: July 24-27, 2025, Hong Kong,
  3. Co-Hosts: , EMAC, ANZMAC, JSMD, KSMS, The Hong Kong Polytechnic University
  4. Organizer: GAMMA
  5. Partners: ACR, GMA, AEMARK, SIM, ISCTE-IUL-Lisbon University Institute, NZAI University of Auckland, Ritsumeikan University, & CSW Yonsei University.

II. SPONSORING JOURNALS

– Special Issues, Special Sections, & Special Tracks for Award or Regular Issues
– Extended Conference Submission Deadline: Jan. 31, 2025
*Some of special issues set their own conference submission deadlines. You can find more details from special issue CFPs for the 2025 GMC at ‘Notice’ section on the conference homepage.

  1. JOURNAL OF INTERNATIONAL MARKETING

Journal of International Marketing (SSCI) will publish a special issue on ‘Global Luxury Branding’ with the best papers presented at the following track in the 2025 GMC at Hong Kong called ‘Global Luxury Branding’. Guest Editors: Prof. Eunju Ko (Yonsei University). ejko@yonsei.ac.kr, Prof. Ian Phau (Curtin University). Ian.Phau@cbs.curtin.edu.au, & Prof. Ayşegül Özsomer (Koç University). AOZSOMER@ku.edu.tr.

  1. INTERNATIONAL JOURNAL OF ADVERTISING

International Journal of Advertising (SSCI) will publish a special issue on ‘New Insights in Digital and AI Advertising’ with the best papers presented at the following track in the 2025 GMC at Hong Kong called ‘New Insights in Digital and AI Advertising’. Guest Editors: Prof. Juran Kim, Department of Business Administration, College of Business, Jeonju University, Cheonjamro 303, Jeonju, Republic of Korea, jrkim@jj.ac.kr. Prof. Kacy Kim, Bryant University, kkim2@bryant.edu.

  1. PSYCHOLOGY & MARKETING

1) Psychology & Marketing Award on Consumer Psychology & Marketing in the Age of Digital Challenges:

Psychology & Marketing (SSCI) will select the best papers presented in the track called ‘Psychology & Marketing Award on Consumer Psychology & Marketing in the Age of Digital Challenges’ in the 2025 GMC at Hong Kong for the P&M Award. These P&M Award winning papers will be invited for possible publication in Psychology & Marketing. Track Chairs: Prof. Erin Cho, Dean and Limin Endowed Professor in Integrated Strategy and Leadership in Fashion, School of Fashion and Textiles, The Hong Kong Polytechnic University, erin.cho@polyu.edu.hk, Tel. +852-2766-6488. Prof. Kyung Hoon Kim, Past Provost & VP in Academic Affairs & Professor, Changwon National University, 9 Sarimdong Changwon, Gyeongnam, Republic of Korea, gammaksms@gmail.com, Tel: +82-55-213-3346, Fax: +82-55-263-9096.

2) Best Paper Award sponsored by Psychology & Marketing for the track Scarcity in Services:

The best paper in the ‘Scarcity in Services’ track at the ‘2025 Global Marketing Conference in Hong Kong’ will be invited to submit a full paper to Psychology & Marketing (SSCI)’. Track Chairs: Dr. A. R. Shaheen Hosany, Institute of Management Studies, Goldsmiths, University of London, UK, s.hosany@gold.ac.uk. Prof. Sameer Hosany, School of Business and Management, Department of Marketing, Royal Holloway, University of London, UK, sameer.hosany@rhul.ac.uk.

  1. INTERNATIONAL MARKETING REVIEW

Papers presented at a track called ‘International Consumer Perspectives in Digital Technologies’ track of the 2025 GMC at Hong Kong will have opportunities in getting feedback from the guest editors of the special issue of the International Marketing Review on ‘International Consumer Perspectives in Digital Technologies.’ Track Chairs: Prof. Nina Michaelidou, Loughborough University, N.Michaelidou@lboro.ac.uk. Prof. Nikoletta Theofania Siamagka, Aristotle University of Thessaloniki, nsiamagka@econ.auth.gr.

  1. JOURNAL OF ADVERTISING RESEARCH

The Journal of Advertising Research (SSCI) invites submissions for a special issue on ‘The Future of Fashion and Luxury Advertising’ in connection with the 2025 Global Marketing Conference at Hong Kong. This special issue aims to gather cutting-edge research examining the dynamic changes in advertising practices within the fashion and luxury sectors. Extended abstract or full paper should be submitted to ‘The Future of Fashion and Luxury Advertising’ track for the 2025 GMC. Track Chairs: Prof. Eunju Ko, Yonsei University, ejko@yonsei.ac.kr & Prof. Tyler Milfeld, Villanova University, tyler.milfeld@villanova.edu.

  1. TOURISM REVIEW

Tourism Review (SSCI, Q1) will publish a special issue on “Transformational Digital Tourism Marketing”, with selected papers presented in the track titled “Transformational Digital Tourism Marketing” at the 2025 Global Marketing Conference in Hong Kong. Track Chairs: Prof. Dimitrios Buhalis (Bournemouth University), dbuhalis@bournemouth.ac.uk, Prof. Yong-Ki Lee (Sejong University), yongki2@sejong.edu,  & Dr. Michael S. Lin (The Hong Kong Polytechnic University), michael.lin@polyu.edu.hk.

  1. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS

The Asia Pacific Journal of Marketing and Logistics will publish a special section on “The Evolution of Digital Technologies in Addressing Phygital Consumer Wellbeing and Experience”, with selected papers presented in the track titled “The Evolution of Digital Technologies in Addressing Phygital Consumer Wellbeing and Experience” at the 2025 Global Marketing Conference in Hong Kong. Guest Editors:  Prof. Kyung Hoon Kim, Changwon National University, 9 Sarimdong, Changwon, Gyeongnam, Republic of Korea, gammaksms@gmail.com, Tel: +82-55-213-3346. Prof. Cham Tat Huei, UCSI Graduate Business School, UCSI University, Jalan Puncak Menara Gading, Taman Connaught, 56000 Cheras, Kuala Lumpur, chamth@ucsiuniversity.edu.my, Tel: +603-91018880. Prof. Joonheui Bae, School of Fashion and Textiles, The Hong Kong Polytechnic University, ST731, Hung Hom, Kowloon, Hong Kong, joonheui.bae@polyu.edu.hk, Tel: +852-2766-6429.

  1. INDUSTRIAL MARKETING MANAGEMENT

Selected papers from the submissions to ‘Global Perspectives in Business-to-Business Marketing’ track of ‘2025 Global Marketing Conference at Hong Kong’ will be considered for possible publication in a regular issue of Industrial Marketing Management (SSCI). Track Chair: Prof. C. Anthony Di Benedetto, Editor of Industrial Marketing Management and Senior Washburn Research Fellow, Fox School of Business, Temple University 523, Alter Hall (006-09), 1801, Liacouras Walk, Philadelphia, PA 19122 USA, anthony.dibenedetto@temple.edu, Tel: +1-215-204-8147, Fax: +1-215-204-6237.

 

  1. TOURISM MANAGEMENT

Selected papers from submissions to the ‘Envisioning the Future of Hospitality and Tourism Research: Innovative Theorization, Advanced Data, and New Insights’ track of the 2025 Global Marketing Conference will be recommended for possible publication by Tourism Management (SSCI). Track Chairs: Dr. Xingyu Huang, University of London, xingyu.huang@rhul.ac.uk. Dr. Hyunsu Kim, California State University, Fullerton, hyunsukim@fullerton.edu. Prof. Kevin Kam Fung So, Purdue University, kevinso@purdue.edu. Prof. Xiang (Robert) Li, Temple University, robertli@temple.edu

  1. JOURNAL OF INTERACTIVE ADVERTISING

The Journal of Interactive Advertising (JIA) is seeking submissions for its Special Article Collections Section on “The Changing Landscape of Influencer Advertising,” which will also be the paper track title at the 2025 Global Marketing Conference (GMC) at Hong Kong. Papers presented at this JIA track of the conference will be considered for publication in the Special Section in the JIA. Guest Editors: Prof. Jhih-Syuan (Elaine) Lin, National Chengchi University, Taiwan, jslin@nccu.edu.tw. Prof. Chen Lou, Nanyang Technological University, Singapore, chenlou@ntu.edu.sg.

  1. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT

Selected papers from submissions to the ‘Envisioning the Future of Hospitality and Tourism Research: Innovative Theorization, Advanced Data, and New Insights’ track of the 2025 Global Marketing Conference will be recommended for possible publication by International Journal of Contemporary Hospitality Management (SSCI). Track Chairs: Dr. Xingyu Huang, University of London, xingyu.huang@rhul.ac.uk. Dr. Hyunsu Kim, California State University, Fullerton, hyunsukim@fullerton.edu. Prof. Kevin Kam Fung So, Purdue University, kevinso@purdue.edu. Prof. Xiang (Robert) Li, Temple University, robertli@temple.edu.

  1. JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE

Journal of Global Scholars of Marketing Science (ESCI, SCOPUS, & ABDC) will publish a special issue on ‘Digital Marketing Research and Customer Experience’ with best papers presented at the following track called ‘Digital Marketing Research and Customer Experience’ in the 2025 GMC at Hong Kong. Guest Editors: Prof. Neo (Huanzhang) Wong, Department of Marketing, School of Business, Jiangnan University, c501-517, collaborative innovation center, Jiangnan University, 1800 Lihu Avenue, Wuxi, Jiangsu Province, China, neo@jiangnan.edu.cn. Prof. Miyea Kim, Dept. of Business Adminsitration, Business School, Changwon National University, 20 Changwondaehak-ro Uichang-gu Changwon-si, Gyeongsangnam-do 51140 Republic of Korea, yeakim@changwon.ac.kr, Tel: +82-(0)55-213-3338.

  1. JOURNAL OF GLOBAL FASHION MARKETING

Journal of Global Fashion Marketing (ESCI, SCOPUS, & ABDC) will publish a special issue on ‘Fashion Marketing & Management in the Age of Digital Challenges’ with best papers presented at the following track called ‘Fashion Marketing & Management in the Age of Digital Challenges’ in the 2025 GMC at Hong Kong. Guest Editors: Prof. Eunju Ko, Dept. of Clothing and Textiles, College of Human Ecology, Yonsei University, 134 Sinchon-dong, Seodaemun-gu, Seoul, Republic of Korea, ejko@yonsei.ac.kr, Tel: +82-2-2123-3109.

  1. JOURNAL OF GLOBAL SPORT MANAGEMENT

Journal of Global Sport Management (ESCI, SCOPUS, & ABDC) will publish a special issue on ‘Technological Innovations in Sports: Exploring the impact of Digital Technology on Consumer Behaviors and the Evolution of Sports Consumption Patterns’ with best papers presented at the following track called ‘Technological Innovations in Sports: Exploring the impact of Digital Technology on Consumer Behaviors and the Evolution of Sports Consumption Patterns’ in the 2025 GMC at Hong Kong. Guest Editors: Prof. Seungmo Kim, Department of Sport, Physical Education and Health, Hong Kong Baptist University, AAB932, Baptist University Road Campus, Kowloon Tong, Hong Kong, China kimsm@hkbu.edu.hk, Tel: +852-3411-7833 Fax: +852-3411-5757. Prof. Kihan Kim, Department of Physical Education, Seoul, Seoul National University, 1 Gwanak-gu Gwanak-ro, Seoul, Republic of Korea, kihan@snu.ac.kr, Tel: +82-2-880-7792, Fax: +82-2-872-2867. Prof. Seungae Suzy Lee, Division of Sport Industry and Science, Hanyang University, #316, Olympic Stadium, 222 Wangsimni-Ro, Seongdong-Gu, Seoul, Republic of Korea, seungaelee@hanyang.ac.kr, Tel: +82-2-2220-2701. Prof. Young Suk Oh, Department of Management and Strategy, Hong Kong, Hong Kong Metropolitan University, 30 Good Shepherd St, Ho Man Tin, Hong Kong, ysoh@hkmu.edu.hk, Tel: +852-2768-6995, Fax: +852-2391-9095.

  1. JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING

Journal of Current issues and Research in Advertising (ESCI, SCOPUS & ABDC) will publish a special issue on ‘AI-Enabled Brand Touchpoints’ with best papers presented at the following track called ‘AI-Enabled Brand Touchpoints’ in the 2025 GMC at Hong Kong. Guest Editors: Prof. Hyejin Bang, Department of Business Administration, College of Business, Kookmin University, 77 Jeongneung-Ro, Seongbuk-Gu, Seoul, 02707 (South Korea), hjbang@kookmin.ac.kr. Prof. Carsten Baumgarth, HWR Berlin – Berlin School of Economics and Law, Badensche Straße 52, 10825 Berlin(Germany), carsten.baumgarth@hwr-berlin.de.

For More Information:

gammacentraloffice@gmail.com

Central Office
Global Alliance of Marketing & Management Associations

Call for Papers

Special Issue of Journal of International Marketing on

“Global Luxury Branding”

Extended Conference Submission Deadline: January 31, 2025

Full Paper Submission to JIM Deadline: August 30, 2025

There has been a notable surge in luxury consumption across various markets. The growing demand in emerging economies has substantially contributed to the overall growth of the luxury market in recent times. Defining luxury brands poses several challenges, including their relative nature and the evolving perceptions of what constitutes “luxury” over time. Drawing from existing literature, Ko et al. (2017) put forth a theoretical concept of a luxury brand: A luxury brand is a branded product or service that consumers perceive to possess high quality; provide genuine value through desired benefits, whether functional or emotional; exhibit a prestigious image within the market based on attributes such as craftsmanship or service quality; justify a premium price; and foster a profound connection or resonance with consumers. The increasing focus of numerous luxury brands on the rapidly expanding global middle classes has led to significant changes in the luxury brand/product/service landscape (Zhang et al., 2023). One such change is the democratization of luxury (Shukla et al., 2022), while another wind of change is driven by digitalization. Driven by e-commerce, social media platforms, blockchain technology, artificial intelligence (AI), augmented reality, virtual reality, and the metaverse has profoundly reshaped both the commercial and cultural landscapes, presenting new opportunities and challenges for luxury brands (Chung et al., 2020; Jiang et al., 2023; Joy et al., 2022; Park and Kim, 2024). For instance, luxury brands are increasingly leveraging AI to enrich customer experiences of their offerings. While AI can enhance the functional value of luxury brands, initial evidence suggests that its application in the design process of luxury goods could potentially dilute the perceived prestige of the brand. This stems from AI’s inability to replicate human emotions and sentiments, which are integral to the essence of luxury brands (Xu and Mehta, 2022). As the transition to online platforms continues to expand, it is becoming increasingly important for luxury brands to adjust and employ sophisticated digital strategies and technologies to excel in the contemporary luxury branding environment.

In addition to democratization and digitalization of luxury, the rise of sustainability and environmental concerns are presenting a third source of change. Being heavily in the spotlight, luxury brands are promoting their sustainability efforts to bolster brand evaluations (Kong et al., 2021). Luxury is often associated with indulgence, superficiality, and ostentation, whereas sustainability is linked to altruism, moderation, and ethics (Achabou & Dekhili, 2013), presenting a challenging paradox for luxury brands. Despite luxury consumer’s limited awareness of sustainability initiatives (Bray, Johns, & Kilburn, 2011; Kim et al., 2024), prominent luxury fashion remains dedicated to sustainable marketing practices (Kong et al., 2021; Pang et al., 2022). Finally, as the luxury market diversifies, it is important to investigate cultural and gender-related differences in the values and preferences associated with luxury consumption (Tafani et al., 2024).

It is timely, therefore, to take a fresh look at global luxury branding. This special issue seeks to ignite scholarly research on global luxury brands and branding. It aims to be an avenue for interdisciplinary research analyzing the strategies and effects of global luxury branding. As we navigate this theme, we aspire to feature research that not only critiques current approaches but also outlines a visionary path for fostering luxury branding from a global and international marketing perspective.

Given the changes ignited by democratization, digitalization and sustainability/environmentalism on global luxury branding, this special issue seeks papers that advance research investigating global luxury branding across various facets of international marketing. Specifically, we are inviting research on global luxury branding that provides concepts, frameworks, theories, and empirical insights helpful for firms, managers, customers, and other stakeholders. We invite submissions employing quantitative, qualitative or mixed approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.

Research bearing on (but not limited to) the following questions is welcome:

  • Conceptualization of luxury branding in an international marketing context
  • Democratization of luxury and luxury branding
  • New luxury in the digital age
  • The role of sustainability/environmentalism in the context of luxury brands
  • Cultural differences regarding luxury consumers and brand management
  • Implications of digital change and disruption on luxury brands: how to navigate through digital disruption and transformation.
  • Integrating Artificial Intelligence (AI) with advanced technologies for luxury brands
  • Leveraging virtual reality (VR) and augmented reality (AR) in luxury service encounters
  • Consumer psychology and behavior in the digital luxury experience
  • Consumer psychology and behavior toward luxury brands in social media
  • (Digital) brand management in the luxury product industry
  • Consumer psychology and behavior toward luxury brands in the metaverse environment
  • Digital marketing communication in luxury

Conference Submission and Review Process: All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at Hong Kong submission page: . Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow   the 2025 GMC submission guidelines (). The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere. Accepted papers will be presented at the 2025 GMC at Hong Kong and selected papers will be invited to be submitted as full papers for the JIM special issue. Full paper submissions are encouraged while 10-page extended abstracts can also be submitted.

Extended Conference Submission Deadline: Jan. 31, 2025

2025 Global Marketing Conference at Hong Kong:

JIM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between July 1 and August 30, 2025. All submissions will go through the Journal of International Marketing’s double-anonymized review and follow JIM’s standard norms and processes. Submissions must be made via the JIM’s ScholarOne site, with author guidelines available here .

For any queries, feel free to reach out to the special issue editors.

Full Paper JIM Submission Window: July 1 – August 30, 2025

Guest Editors:

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

Prof. Ian Phau (Curtin University). Ian.Phau@cbs.curtin.edu.au

Prof. Ayşegül Özsomer (Koç University). AOZSOMER@ku.edu.tr

Journal of International Marketing:

 

References:

Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66(10), 1896-1903.

Bray, J., Johns, N., & Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98, 597-608.

Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.

Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing and Logistics, 35(10), 2501-2520.

Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens. Strategic Change, 31(3), 337-343.

Kim, C., Kikumori, M., Kim, A., & Kim, J. (2024). How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption? Journal of Global Fashion Marketing, 15(2), 253–269.

Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.

Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.

Pang, W., Ko, J., Kim, S. J., & Ko, E. (2022). Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products. Asia Pacific Journal of Marketing and Logistics, 34(10), 2149-2164.

Park, J., & Kim, N. (Lauren). (2024). Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world. Journal of Global Fashion Marketing, 15(1), 23–38.

Shukla, P., Rosendo-Rios, V., Trott, S., Lyu, J., & Khalifa, D. (2022). Managing the challenge of luxury democratization: A multicountry analysis. Journal of International Marketing, 30(4), 44-59.

Tafani, E., Vigneron, F., Azoulay, A., Crener, S., & Zahid, A. (2024). The Influence of Culture and Gender in Luxury Brand Consumption: a Comparison across Western and Eastern Culture Consumers. Journal of International Marketing, 1069031X241235629.

Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135-1152.

Zhang, Z., Yao, A., & Yang, Z. (2023). Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets. Journal of International Marketing, 1069031X231197625.