HIGHLIGHTS
- What: This study examines the logotypes of successful Chinese domestic luxury brands (CDLBs) Shanghai Tang and Shang Xia to reveal the underlying resonance between Chinese values and aesthetics. This research provides practical guidance for professionals in the field and paves the way for future studies to explore related topics. Luxury fashion brands are more oriented towards the hedonic side and are considered to have higher hedonic value (Lee and amp; Shin, 2020), thus creating a research gap that this study aims to fill. From an academic standpoint, this research provides a viewpoint of the utilization of "cultural . . .
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