Pantano, E.; Serravalle, F.; Priporas, C.

The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process

Article

Pantano, E., Serravalle, F. and Priporas, C. 2024. The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process. Journal of Marketing Management. 40 (17-18), pp. 1771-1790. https://doi.org/10.1080/0267257x.2024.2436096

Publication dates
Type	Article
Title	The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process
Authors	Pantano, E., Serravalle, F. and Priporas, C.
Abstract	This paper aims to provide a comprehensive understanding of the extent to which generative AI (GAI) tools and Large Language Models (LLMs) can design new creative and meaningful products in the luxury industry. To this end, the research involves three qualitative studies to understand the cognitive and emotional response towards the creative outcome. Results reveal that consumers perceived that the GAI-designed luxury products reflect and reinforce the essence and symbolic values of the brands, and that their perception is influenced by knowledge of GAI authorship of the product. Finally, our findings open new possible scenarios based on the high/low GAI creativity employment for product design vs. high/low quality of manufacturing and materials on product/brand essence (namely product/brand essence matrix).
Keywords	Generative AI (GAI); LargeLanguage Models (LLMs); luxury; creativity; consumer’s behaviour
Sustainable Development Goals	9 Industry, innovation and infrastructure
Middlesex University Theme	Creativity, Culture & Enterprise
Publisher	Taylor & Francis (Routledge)
Journal	Journal of Marketing Management
ISSN	0267-257X
Electronic	1472-1376
Print	21 Nov 2024
Online	04 Dec 2024
Publication process dates
Submitted	16 May 2024
Accepted	19 Sep 2024
Deposited	28 Jan 2025
Output status	Published
Publisher's version	Pantano-Serravalle-Priporas-2024-The form of AI-driven luxury.pdf License CC BY-NC-ND 4.0 File Access Level Open
Copyright Statement	© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
Digital Object Identifier (DOI)	https://doi.org/10.1080/0267257x.2024.2436096
Language	English

Permalink -

https://repository.mdx.ac.uk/item/1z5vyz

Log in to edit

Download files

Publisher's version

	Pantano-Serravalle-Priporas-2024-The form of AI-driven luxury.pdf
License: CC BY-NC-ND 4.0
File access level: Open

4
total views
1
total downloads
4
views this month
1
downloads this month

Export as

Related outputs

Brand, corporate, and celebrity credibilities: a reverse effect

Hussain, S., Priporas, C. and Khaneja, S. 2024. Brand, corporate, and celebrity credibilities: a reverse effect. EuroMed Journal of Business. https://doi.org/10.1108/emjb-10-2022-0187

Does technology distract Generation Z? The effect of technology distraction on consumers’ responses, sensory overload, and discomfort

Priporas, C.V., Hussain, S., Khaneja, S. and Rahman, H. 2024. Does technology distract Generation Z? The effect of technology distraction on consumers’ responses, sensory overload, and discomfort. International Journal of Information Management. 75. https://doi.org/10.1016/j.ijinfomgt.2023.102751

Examining the effects of celebrity negative publicity on attitude to, and reputation of brand and corporation, directly and based on moderating factors

Hussain, S., Pascaru, O., Priporas, C., Foroudi, P., Melewar, T. and Dennis, C. 2023. Examining the effects of celebrity negative publicity on attitude to, and reputation of brand and corporation, directly and based on moderating factors. European Business Review. 35 (469), pp. 469-499. https://doi.org/10.1108/ebr-05-2022-0098

A technology-people-integrated toolkit for retail care management during a crisis

Priporas, C., Nagarajan Vellore, D. and Kamenidou, I. 2023. A technology-people-integrated toolkit for retail care management during a crisis. Journal of Retailing and Consumer Services. 73. https://doi.org/10.1016/j.jretconser.2023.103304

Mapping the barriers to socio-economic freedom in internationalisation of women-owned SMEs: evidence from a developing country

Akter, M., Akter, S., Rahman, M. and Priporas, C. 2023. Mapping the barriers to socio-economic freedom in internationalisation of women-owned SMEs: evidence from a developing country. Journal of International Management. 29 (6). https://doi.org/10.1016/j.intman.2023.101067

CSR-related consumer scepticism: a review of the literature and future research directions

Nguyen, N., Priporas, C., McPherson, M. and Manyiwa, S. 2023. CSR-related consumer scepticism: a review of the literature and future research directions. Journal of Business Research. 169. https://doi.org/10.1016/j.jbusres.2023.114294

New-normal market entry mode for pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19

Priporas, C. and Vellore-Nagarajan, D. 2022. New-normal market entry mode for pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19. International Marketing Review. https://doi.org/10.1108/IMR-12-2021-0363

Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler

Civitillo, R., Festa, G., Priporas, C. and Rossi,, M. 2022. Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler. International Marketing Review. https://doi.org/10.1108/IMR-01-2021-0029

Stressful eating indulgence by Generation Z: a cognitive conceptual framework of new age consumers’ obesity

Priporas, C., Vellore-Nagarajan, D. and Kamenidou, I. 2022. Stressful eating indulgence by Generation Z: a cognitive conceptual framework of new age consumers’ obesity. European Journal of Marketing. https://doi.org/10.1108/EJM-06-2021-0386

Negative Airbnb reviews: an aspect based sentiment analysis approach

Vassilikopoulou, A., Kamenidou, I. and Priporas, C. 2022. Negative Airbnb reviews: an aspect based sentiment analysis approach. EuroMed Journal of Business. https://doi.org/10.1108/emjb-03-2022-0052

Defining family business efficacy: An exploratory study

AL Kayid, W., Jin, Z., Priporas, C. and Ramakrishnan, S. 2022. Defining family business efficacy: An exploratory study. Journal of Business Research. 141, pp. 713-725. https://doi.org/10.1016/j.jbusres.2021.11.081

Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries

Pantano, E., Priporas, C., Devereux, L. and Pizzi, G. 2021. Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries. Journal of Business Research. 130, pp. 59-69. https://doi.org/10.1016/j.jbusres.2021.03.015

Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan

Karatzas, S., Kapoulas, A. and Priporas, C. 2019. Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan. Australasian Marketing Journal. 27 (4), pp. 224-232. https://doi.org/10.1016/j.ausmj.2019.08.001

Does the stakeholder engagement result in new drinks? Evidence from family owned SMEs

Pantano, E., Priporas, C., Viassone, M. and Migliano, G. 2020. Does the stakeholder engagement result in new drinks? Evidence from family owned SMEs. Journal of Business Research. 119, pp. 185-194. https://doi.org/10.1016/j.jbusres.2019.04.037

Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach

Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Yousef, W. 2021. Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review. 24 (4), pp. 247-262. https://doi.org/10.1057/s41299-020-00107-z

Co-creating brand image and reputation through stakeholder's social network

Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C. and Pantano, E. 2020. Co-creating brand image and reputation through stakeholder's social network. Journal of Business Research. 114, pp. 42-59. https://doi.org/10.1016/j.jbusres.2020.03.035

Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach

Hussain, S., Melewar, T., Priporas, C. and Foroudi, P. 2020. Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. Qualitative Market Research: An International Journal. 23 (4), pp. 549-573. https://doi.org/10.1108/QMR-12-2017-0175

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Dennis, C. 2020. Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research. 109, pp. 472-488. https://doi.org/10.1016/j.jbusres.2019.11.079

The impact of the macro-environment on consumer scepticism towards cause-related marketing: insights from an economic crisis setting

Priporas, C., Kamenidou, I., Nguyen, N. and Shams, R. 2020. The impact of the macro-environment on consumer scepticism towards cause-related marketing: insights from an economic crisis setting. International Marketing Review. 37 (5), pp. 841-861. https://doi.org/10.1108/IMR-04-2019-0124

An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China

Priporas, C., Chen, Y., Zhao, S. and Tan, H. 2020. An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China. Journal of Retailing and Consumer Services. 53. https://doi.org/10.1016/j.jretconser.2019.101959

City image, city brand personality and Generation Z residents’ life satisfaction under economic crisis: Predictors of city-related social media engagement

Priporas, C., Stylos, N. and Kamenidou, I. 2019. City image, city brand personality and Generation Z residents’ life satisfaction under economic crisis: Predictors of city-related social media engagement. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.05.019

The Diogenes Effect in retail buyer information processing

Prince, M., Kwak, L. and Priporas, C. 2019. The Diogenes Effect in retail buyer information processing. Journal of Retailing and Consumer Services. 49, pp. 164-172. https://doi.org/10.1016/j.jretconser.2019.03.025

Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies

Pantano, E., Priporas, C. and Foroudi, P. 2019. Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies. International Journal of Retail & Distribution Management. 47 (2), pp. 202-219. https://doi.org/10.1108/IJRDM-07-2018-0120

The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings

Passavanti, R., Pantano, E., Priporas, C. and Verteramo⁠, S. 2020. The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings. Qualitative Market Research: An International Journal. 23 (3), pp. 503-521. https://doi.org/10.1108/QMR-11-2017-0144

Competitive intelligence practice in liquor retailing: evidence from a longitudinal case analysis

Priporas, C. 2019. Competitive intelligence practice in liquor retailing: evidence from a longitudinal case analysis. International Journal of Retail & Distribution Management. 47 (9), pp. 997-1010. https://doi.org/10.1108/IJRDM-08-2018-0177

Facilitating tourists' decision making through open data analyses: a novel recommender system

Pantano, E., Priporas, C., Stylos, N. and Dennis, C. 2019. Facilitating tourists' decision making through open data analyses: a novel recommender system. Tourism Management Perspectives. 31, pp. 323-331. https://doi.org/10.1016/j.tmp.2019.06.003

Reshaping traditional marketing mix to include social media participation: evidence from Italian firms

Pantano, E., Priporas, C. and Migliano, G. 2019. Reshaping traditional marketing mix to include social media participation: evidence from Italian firms. European Business Review. 31 (2), pp. 162-178. https://doi.org/10.1108/EBR-08-2017-0152

Using intuitive awakening for business students to enhance strategic thinking skills

Prince, M. and Priporas, C. 2018. Using intuitive awakening for business students to enhance strategic thinking skills. Australasian Marketing Journal. 26 (2), pp. 157-162. https://doi.org/10.1016/j.ausmj.2018.05.001

To what extent luxury retailing can be smart?

Pantano, E., Passavanti, R., Priporas, C. and Verteramo⁠, S. 2018. To what extent luxury retailing can be smart? Journal of Retailing and Consumer Services. 43, pp. 94-100. https://doi.org/10.1016/j.jretconser.2018.03.012

A new approach to retailing for successful competition in the new smart scenario

Pantano, E., Priporas, C. and Dennis, C. 2018. A new approach to retailing for successful competition in the new smart scenario. International Journal of Retail & Distribution Management. 46 (3), pp. 264-282. https://doi.org/10.1108/IJRDM-04-2017-0080

Influence of perceived city brand image on emotional attachment to the city

Manyiwa, S., Priporas, C. and Wang, X. 2018. Influence of perceived city brand image on emotional attachment to the city. Journal of Place Management and Development. 11 (1), pp. 60-77. https://doi.org/10.1108/JPMD-01-2017-0011

The effect of sport tourists' travel style, destination and event choices, and motivation on their involvement in small-scale sports events

Priporas, C., Vassiliadis, C., Stylos, N. and Fotiadis, A. 2018. The effect of sport tourists' travel style, destination and event choices, and motivation on their involvement in small-scale sports events. Event Management. 22 (5), pp. 745-765. https://doi.org/10.3727/152599518x15299559637707

Guest editors' introduction: smart interaction with consumers: from co-creation to smart partnership

Pantano, E., Priporas, C. and Baier, D. 2017. Guest editors' introduction: smart interaction with consumers: from co-creation to smart partnership. International Journal of Electronic Commerce. 21 (4), pp. 449-453. https://doi.org/10.1080/10864415.2016.1355636

Does the innovation-orientation lead to retail industry growth? Empirical evidence from patent analysis

Pantano, E., Priporas, C., Sorace, S. and Iazzolino, G. 2017. Does the innovation-orientation lead to retail industry growth? Empirical evidence from patent analysis. Journal of Retailing and Consumer Services. 34, pp. 88-94. https://doi.org/10.1016/j.jretconser.2016.10.001

Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand

Priporas, C., Stylos, N., Vedanthachari, L. and Santiwatana, P. 2017. Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research. 19 (6), pp. 693-704. https://doi.org/10.1002/jtr.2141

Generation Z consumers' expectations of interactions in smart retailing: a future agenda

Priporas, C., Stylos, N. and Fotiadis, A. 2017. Generation Z consumers' expectations of interactions in smart retailing: a future agenda. Computers in Human Behavior. 77, pp. 374-381. https://doi.org/10.1016/j.chb.2017.01.058

Unraveling the diverse nature of service quality in a sharing economy: a social exchange theory perspective of Airbnb accommodation

Priporas, C., Stylos, N., Rahimi, R. and Vedanthachari, L. 2017. Unraveling the diverse nature of service quality in a sharing economy: a social exchange theory perspective of Airbnb accommodation. International Journal of Contemporary Hospitality Management. 29 (9), pp. 2279-2301. https://doi.org/10.1108/IJCHM-08-2016-0420

Household behavior on food security during an economic crisis

Kamenidou, I., Rigas, K. and Priporas, C. 2017. Household behavior on food security during an economic crisis. in: Food Security and Sustainability Palgrave Macmillan. pp. 243-261

'You will like it!' Using open data to predict tourists' responses to a tourist attraction

Pantano, E., Priporas, C. and Stylos, N. 2017. 'You will like it!' Using open data to predict tourists' responses to a tourist attraction. Tourism Management. 60, pp. 430-438. https://doi.org/10.1016/j.tourman.2016.12.020

Managing consumers' dynamics within the emerging smart retail settings: introduction to the special issue

Pantano, E., Priporas, C. and Dennis, C. 2017. Managing consumers' dynamics within the emerging smart retail settings: introduction to the special issue. Technological Forecasting and Social Change. 124, pp. 225-227. https://doi.org/10.1016/j.techfore.2017.06.018

Information technology and marketing performance within international market-entry alliances: a review and an integrated conceptual framework

Zhao, S. and Priporas, C. 2017. Information technology and marketing performance within international market-entry alliances: a review and an integrated conceptual framework. International Marketing Review. 34 (1), pp. 5-28. https://doi.org/10.1108/IMR-01-2016-0024

The effect of mobile retailing effect on consumption experiences: a dynamic perspective

Pantano, E. and Priporas, C. 2016. The effect of mobile retailing effect on consumption experiences: a dynamic perspective. Computers in Human Behavior. 61, pp. 548-555. https://doi.org/10.1016/j.chb.2016.03.071

Competitive intelligence organization in practice: the case of a multinational retailer

Gatsoris, L., Priporas, C. and Theodoridis, C. 2015. Competitive intelligence organization in practice: the case of a multinational retailer. in: Vrontis, D., Sakka, G. and Amirkhanpour, M. (ed.) Management Innovation, Entrepreneurship: A Global Perspective Newcastle upon Tyne, UK Cambridge Scholars Publishing. pp. 152-182

Continuities in marketing sensing

Prince, M. and Priporas, C. 2015. Continuities in marketing sensing. in: Prince, M. and Priporas, C. (ed.) Market Sensing Today New York Business Experts Press. pp. 1-18

Exploring the negotiation thesis application among ski resort tourists: a segmentation approach

Vassiliadis, C., Bellou, V., Priporas, C. and Andronikidis, A. 2018. Exploring the negotiation thesis application among ski resort tourists: a segmentation approach. Journal of Hospitality and Tourism Research. 42 (5), pp. 716-739. https://doi.org/10.1177/1096348015597030

Exploring the constraint profile of winter sports resort tourist segments

Priporas, C., Vassiliadis, C., Bellou, V. and Andronikidis, A. 2015. Exploring the constraint profile of winter sports resort tourist segments. Journal of Travel Research. 54 (5), pp. 659-671. https://doi.org/10.1177/0047287514528285

Counterfeit purchase typologies during an economic crisis

Priporas, C., Kamenidou, I., Kapoulas, A. and Papadopoulou, F. 2015. Counterfeit purchase typologies during an economic crisis. European Business Review. 27 (1), pp. 2-16. https://doi.org/10.1108/EBR-11-2013-0132

Can a company’s presence in the Net influence the purchasing behavior of the consumer in the physical store?

Priporas, C. and Karatzolas, N. 2005. Can a company’s presence in the Net influence the purchasing behavior of the consumer in the physical store? Cyprus Journal of Sciences. 3, pp. 103-114.

Young consumers' perception of food quality: an illustration from Greece

Kamenidou, I., Priporas, C., Michailidis, A. and Mamalis, S. 2003. Young consumers' perception of food quality: an illustration from Greece. Cahiers Options Méditerranéennes. 61, pp. 191-199.

Private label milk and Greek consumers' behaviour

Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Private label milk and Greek consumers' behaviour. New Medit. 1 (2), pp. 29-33.

Age and gender effects on consumers’ awareness and source of awareness for food related private label brands

Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Age and gender effects on consumers’ awareness and source of awareness for food related private label brands. Agricultural Economics Review. 3 (1), pp. 23-36.

Can alternative tourism be the way forward for the development of tourism in Northern Greece?

Priporas, C. and Kamenidou, I. 2003. Can alternative tourism be the way forward for the development of tourism in Northern Greece? Tourism - an International Interdisciplinary Journal. 51 (1), pp. 53-62.

Competitive intelligence activity: evidence from Greece

Priporas, C., Gatsoris, L. and Zacharis, V. 2005. Competitive intelligence activity: evidence from Greece. Marketing Intelligence & Planning. 23 (7), pp. 659-669.

Is it difficult to market a city as a convention destination? The case of Thessaloniki

Priporas, C. 2005. Is it difficult to market a city as a convention destination? The case of Thessaloniki. Journal of Convention & Event Tourism. 7 (2), pp. 87-99.

The Greek food shopper: segmentation on the basis of attitudes to store features

Bourlakis, M., Ness, M. and Priporas, C. 2006. The Greek food shopper: segmentation on the basis of attitudes to store features. EuroMed Journal of Business. 1 (2), pp. 29-49.

Examining leisure constraints for ski centre visitors: implications for services marketing

Andronikidis, A., Vasiliadis, C., Priporas, C. and Kamenidou, I. 2007. Examining leisure constraints for ski centre visitors: implications for services marketing. Journal of Hospitality & Leisure Marketing. 15 (4), pp. 69-86.

Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry

Psychogios, A. and Priporas, C. 2007. Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry. The Qualitative Report. 12 (1), pp. 40-66.

Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers

Andronikidis, A., Vassiliadis, C., Fotiadis, T. and Priporas, C. 2008. Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers. International Journal of Technology Marketing. 3 (1), pp. 20-38.

Services managers’ awareness of crisis management: attitudes and preparation

Priporas, C. and Poimenidis, I. 2008. Services managers’ awareness of crisis management: attitudes and preparation. Innovative Marketing. 4 (3), pp. 37-45.

Patient satisfaction measurement for in-hospital services: a pilot study in Greece

Priporas, C., Laspa, C. and Kamenidou, I. 2008. Patient satisfaction measurement for in-hospital services: a pilot study in Greece. Journal of Medical Marketing. 8 (4), pp. 325-340. https://doi.org/10.1057/jmm.2008.21

University students attitudes to mobile political communication

Mylona, I. and Priporas, C. 2008. University students attitudes to mobile political communication. International Journal of Mobile Marketing. 3 (2), pp. 54-60.

Measuring destination image and consumer choice criteria: the case of Mykonos Island

Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.

Store choice in computer retailing: the case of home users in Greece

Theodoridis, C. and Priporas, C. 2009. Store choice in computer retailing: the case of home users in Greece. EuroMed Journal of Business. 4 (1), pp. 58-68. https://doi.org/10.1108/14502190910956693

Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels

Kamenidou, I., Balkoulis, N. and Priporas, C. 2009. Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels. International Journal of Leisure and Tourism Marketing. 1 (2), pp. 152-172. https://doi.org/10.1504/IJLTM.2009.026481

A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece

Galanou, E. and Priporas, C. 2009. A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece. International Journal of Training & Development. 13 (4), pp. 221-246.

Factors predicting consumers’ knowledge of spirulina health benefits

Kamenidou, I. and Priporas, C. 2010. Factors predicting consumers’ knowledge of spirulina health benefits. Journal of Food, Agriculture & Environment. 8 (1), pp. 16-20.

The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece

Iliopoulos, E. and Priporas, C. 2011. The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research. 11 (261).