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Title: The impact of the strategic advertising on luxury fashion brands with social influences
Authors: Zheng JH 
Shen B 
Chow PS 
Chiu, CH
Issue Date: 2013
Publisher: Hindawi Publishing Corporation
Source: Mathematical problems in engineering, 2013, v. 2013, 534605, p. 1-16 How to cite?
Journal: Mathematical problems in engineering 
Abstract: It is well known that purchase of luxury fashion brands is strongly influenced by social needs such as the need for uniqueness and the need of conformity. The existence of these two competing social needs separates customers into two groups who exhibit different buying behaviors. This paper concerns the impacts of such social influences between different consumer groups on pricing and advertising strategies of luxury fashion brands with penalty of insufficient advertising. We start by considering different advertising allocation strategies and derive the corresponding local optimal pricing and advertising allocation policies, through which the global optimal policy that maximizes the company's profit can be obtained. Important insights on strategic advertising for luxury fashion brands are discussed.
ISSN: 1024-123X
EISSN: 1563-5147
DOI: 10.1155/2013/534605
Rights: Copyright © 2013 Jin-Hui Zheng et al.This is an open access article distributed under the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The following publication Zheng, J. -., Shen, B., Chow, P. -., & Chiu, C. -. (2013). The impact of the strategic advertising on luxury fashion brands with social influences. Mathematical Problems in Engineering, 2013, 534605, 1-16 is available at
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