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Luxury Branding

Introduction

Trends, Heritage, Tradition and Hype, Special issue of the Journal of Marketing Management; Deadline 20 Apr 2026

POSTING TYPE: Calls: Journals
INTEREST CATEGORY: SECTORS

Posted by: Hyunju Shin

Special issue

Blending New and Old Frontiers in Luxury Branding: Managing Trends, Heritage, Tradition, and Hype

Journal: Journal of Marketing Management

Guest Editors: Camila Lee Park (EDC Paris Business School and OCRE Research Laboratory, France) & Hyunju Shin (Kennesaw State University, USA)

Submission Window: March 16-April 20, 2026

Call for papers:

Seeking to offer new horizons on the management of luxury brands in the context of various pressures for change, this special issue will welcome papers with a wide range of contributions, including new theoretical insights, concepts, or models, both empirical and conceptual, that will offer insights to luxury firms, managers, customers, and other stakeholders. We also welcome various methodological approaches, such as experimental studies, survey research, field studies, data mining, and qualitative research.

Topics of interest include but are not limited to:

  • Benefits and risks of making structural changes in conventional luxury business practices
  • Strategies for managing luxury brand crises and building brand resilience
  • Unexpected outcomes of violating customer expectations in managing luxury brands
  • Integration of AI into luxury brand management
  • Leveraging luxury service experience through augmented reality and metaverse
  • The impact of technology-driven innovation on luxury brands
  • Implications of digital disruption on luxury brands
  • The impact of luxury product innovations
  • Customer adoption of and resistance to alternative (e.g., vegan leather), recycled, or next-generation materials (e.g., biomaterials) in luxury product design
  • Establishing new metrics to capture the performance of luxury innovation
  • The challenges and opportunities for luxury innovation

Editor Contact Details

Key Dates

  • The online system will be open for submissions to this issue from 16 March 2026.
  • The closing date for submissions is 20 April 2026.