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Fashion Promotion Reading List

Fashion Promotion and Creative Communication Strategy, 2021/22, Semester 1, 2
Joanna Blanco Velo
Tutor information is taken from the Module Catalogue
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Fill, C., & Turnbull, S. (2019). Marketing communications: touchpoints, sharing and disruption (Eighth Edition.). Pearson.    

Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.   

Brown, S. (2016). Brands and branding. Sage.    

Golizia, D. (2021). The Fashion Business: Theory and Practice in Strategic Fashion Management. Routledge.

Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy break the rules of marketing to build luxury brands (Second edition.). Kogan Page.

Keller, K. L., & Swaminathan, V. (2019). Strategic brand management : building, measuring, and managing brand equity (Fifth edition, Global edition.). Pearson Education Limited.

Mitchell, N., Wells, W. D., Moriarty, S., & Wood, C. (2018). Advertising & IMC: principles & practice. Pearson Education.

Moore, G. (2021). Fashion promotion: Building a brand through marketing and communication. Bloomsbury Publishing

Percy, L. (2018). Strategic integrated marketing communications (Third;3; ed.). London;New York;: Routledge, Taylor & Francis Group


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Journal articles

Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research., 34(3), 347–356.  

Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.  

Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. The Journal of Brand Management, 16(5-6), 347–363.  

Hunt, S. D. (2019). The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution. Journal of Business Research, 95, 408–416.  

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69–96.  

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17.  

Wolny, J. and Charoensuksai, N., 2014. Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), pp.317-326.

Brown, S. (2021). Truly Bad Advertising: The Badder, the Better. Journal of Current Issues & Research in Advertising, 42(2), 132-137.

Bruce, N. I., Murthi, B. P. S., & Rao, R. C. (2017). A dynamic model for digital advertising: The effects of creative format, message content, and targeting on engagement. Journal of marketing research, 54(2), 202-218.

Choi, A. (2020). Social comparison in fashion blogging:“creative self” as the new genre in fashion communication. Journal of Fashion Marketing and Management: An International Journal. Available as an Online Course Reading in Minerva 

Davies, G., Rojas-Méndez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality: theory and dimensionality. Journal of product & brand management.

Grassi, A. (2020). Art to enhance consumer engagement in the luxury fashion domain. Journal of Fashion Marketing and Management, 24(3), 327–341.

Guedes, B., Paillard-Bardey, A. C., & Schat, A. (2020). Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience. International Journal of Market Research, 62(2), 124-126.

Jin, S. V., & Muqaddam, A. (2021). 'Fame and Envy 2.0'in luxury fashion influencer marketing on Instagram: comparison between mega-celebrities and micro-celebrities. International Journal of Internet Marketing and Advertising, 15(2), 176-200. Available as an Online Course Reading in Minerva 

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.

Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European management journal, 17(3), 252-264.

Lewis, R. (2015). Uncovering Modesty: Dejabis and Dewigies Expanding the Parameters of the Modest Fashion Blogosphere. Fashion Theory, 19(2), 243–269.

Moussa, S. (2021). Measuring brand personality using emoji: findings from Mokken scaling. Journal of Brand Management, 28(2), 116-132. Available as an Online Course Reading in Minerva 
Ono, A., Eguro, Y., Narisawa, T., Nomura, N., Sato, T., Sato, Y., ... & Yoshida, S. (2020). Is the effect of luxury advertising on consumer evaluations of fashion brands positive or negative?. International Journal of Advertising, 39(6), 843-857.

Roggeveen, A. L., & Sethuraman, R. (2020). Customer-interfacing retail technologies in 2020 & beyond: An integrative framework and research directions. Journal of Retailing, 96(3), 299-309.

Slater, S., & Demangeot, C. (2021). Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts. Journal of Business Research, 134, 702–715.

Villarroel Ordenes, F., Grewal, D., Ludwig, S., Ruyter, K. D., Mahr, D., & Wetzels, M. (2019). Cutting through content clutter: How speech and image acts drive consumer sharing of social media brand messages. Journal of Consumer Research, 45(5), 988-1012.

This list was last updated on 09/09/2021