International Journal of Marketing, Communication and New Media

The academic journal International Journal of Marketing, Communication and New Media, property of the Instituto Superior de Entre Douro e Vouga (ISVOUGA), is a periodic publication on the web that represents a constant commitment to support research activity. Its foremost objective is to give incentive to research in the areas of marketing, communication and new media.





International Journal of Marketing Communication and New Media

ISSN: 2182-9306

Indexed in Emerging Sources Citation Index (Clarivate Analytics), Google Scholar, Latindex, REDIB, RCAAP, OAJI and DRJI.


Jorge Remondes, ISVOUGA, Portugal

Belem Barbosa, ISCA-UA, GOVCOPP, University of Aveiro, Portugal

Sandrina Teixeira, Polytechnic of Porto, Porto Accounting and Business School, Portugal


High end consumers are a particularly attractive segment. They are willing to pay more for exclusive products and unique experiences, they value the symbolic meanings carried out by luxury products and brands, and they demand superior performance from luxury brand suppliers. Still, they are not the only ones choosing and buying luxury brands, as luxury is being increasingly adopted by the middle class, namely as a signal of success (Wiedmann & Hennigs, 2013). Consequently, the luxury sector was able to keep growing during economic crisis and is currently one of the most exciting market segments. 

While there is a growing interest on luxury marketing by both academics and practitioners, there is a need to further understand various themes of luxury. The luxury sector is facing a very diversified set of challenges that result from technological, lifestyle and other social and business trends. In order to capture mounting demands luxury brands enact virtual rarity tactics, construct themselves as art, and adopt a business model (Kapferer, 2012). Also, the cult of the designer is a potent tool in building emotional connections with a vast number of clients. Many brands and designers are increasingly concerned with issues of social and environmental responsibility. Dall' Olmo Riley and Lacroix (2003) and Seringhaus (2005) highlight the importance and growth of new media and the necessity to integrate the Internet into communication strategies. Regarding websites content analysis, some studies revealed that websites frequently lack interactive functions and originality (Dall’Olmo Riley and Lacroix, 2003), having the focus set on brand image only, which may be particularly alarming for luxury brands, by failing to provide adequate online experiences. The issue of luxury brand ecommerce has been also raised in extant literature (e.g., Seringhaus, 2005; Kapferer and Bastien, 2008; Okonkwo, 2009), and needs further analysis considering the growth of this channel in recent years. Another topic that needs further studies is brands’ online strategy, because is far from homogeneous, and the outcomes are mostly unknown. Moreover, Goldston (2017) suggests that the trends for luxury industry for 2018 included paying attention to trends with Millennials, focus on the experiences provided, and innovate, namely through partnerships. All these topics need to be carefully explored, making clear that luxury marketing has a very promising research agenda. 

Hence, the International Journal of Marketing Communication and New Media invites researchers to submit original, previously unpublished and complete manuscripts, prepared according to the journal’s guidelines. Accepted languages include English, French, Portuguese, and Spanish.

Possible topics for this special number include but are not limited to:

-       Luxury conceptualization

-       High end consumer behavior in the 21stCentury

-       Luxury brand management

-       Social media marketing for luxury brands

-       Online shopping for luxury brands

-       Luxury brand experience

-       Luxury service strategies

-       Country of origin and luxury products

-       Luxury brand development

-       Advertising appeals and strategies for luxury products

-       Celebrities and influencers as luxury brands’ evangelists

-       Millennials’ preferences regarding luxury

-       Luxury and social responsibility


Deadline for submission: August 31, 2018

Acceptance notification:  October 31, 2018

Publication: November 30, 2018



Dall’Olmo Riley, F. & Lacroix, C. (2003). Luxury branding on the Internet: lost opportunity or impossibility?. Marketing Intelligence & Planning, 21(2), 96-104.

Goldston, N. J. (2017, December 29) What you need to know about luxury consumer trends for 2018. Retrieved from

Kapferer, J-N. (2012) Abundant rarity, the key to luxury growth. Business Horizons, 55, 453- 462.

Kapferer, J.-N. & Bastien, V. (2008). Luxe oblige, Eyrolles Editions d’Organisation.

Okonkwo, U. (2009). Sustaining Luxury Brands on the Internet. Journal of Brand Management, 16, (5/6), 302-310.

Seringhaus, F.H.R. (2005). Selling Luxury Brands Online. Journal of Internet Commerce, 4 (1), 1-25.

Wiedmann, K. P., & Hennigs, N. (2013). Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury–An Introduction. In Luxury Marketing (pp. 3-17). Gabler Verlag.
Posted: 2018-05-11
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Vol 6, No 10 (2018)

Table of Contents


Jorge Remondes


Anabela Marcos
Cristela Maia Bairrada, João Fontes da Costa, Maria Carolina Araújo
Sandra Filipe, Anabela Rocha, Diana Vilhena
Ania Bárbara Reis, Belém Barbosa, Joaquim Marques
Ana Paula Rodrigues, Ana Cantante Cordeiro, Patrícia António, Carlos Pires, Rui Madeira
Pedro Carvalho, Ana Rita Pereira, José Miguel Veiga
Ana Paula Quelhas, Cíntia Cunha Neves