The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

被引：21
|
作者：
Brogi, Stefano [1 ]
Calabrese, Armando [1 ]
Campisi, Domenico [1 ]
Capece, Guendalina [1 ]
Costa, Roberta [1 ]
Di Pillo, Francesca [1 ]
机构：
[1] Univ Roma Tor Vergata, Dept Enterprise Engn, Rome, Italy
来源：
INTERNATIONAL JOURNAL OF ENGINEERING BUSINESS MANAGEMENT | 2013年 / 5卷
关键词：
Online Brand Communities; Web; 2.0; Technologies; Online Marketing; Brand Equity; Luxury Fashion Industry;
D O I：
10.5772/56854
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Quoting the fashion genius Coco Chanel: "Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening."This is even more true today than it was back then. Indeed, Web 2.0 technologies have made luxury fashion more accessible to everyone. Nowadays, consumers can instantly access a wide variety of fashion goods on the Internet and share brand experiences with other consumers. In this scenario, Online Brand Communities (OBCs) allow fashion customers to communicate with each other without any restrictions of time and place. For this reason, OBCs are viewed by fashion marketers as powerful instruments to influence customers' purchasing behaviour. The aim of the current study is to analyse the effects of OBC dynamics on brand equity. The proposed research model is applied to eight spontaneous OBCs of the luxury fashion industry.
引用
收藏
页数：9
相关论文
共 50 条
  • [41] Brand personality and brand equity: evidence from the sportswear industry
    Su, Jin
    Tong, Xiao
    [J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2015, 24 (02): : 124 - 133
  • [42] The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
    Husain, Rehan
    Ahmad, Amna
    Khan, Bilal Mustafa
    [J]. COGENT BUSINESS & MANAGEMENT, 2022, 9 (01):
  • [43] THE IMPORTANCE OF BRAND LOVE TO EXPLAIN LUXURY BRAND CONSUMPTION AND LUXURY BRAND RELATIONSHIPS
    Oliveira, Mafalda
    Nobre, Helena
    [J]. INNOVATION, ENTREPRENEURSHIP AND SUSTAINABLE VALUE CHAIN IN A DYNAMIC ENVIRONMENT, 2015, : 2688 - 2688
  • [44] Luxury Goods, Luxury Brand Culture and Luxury Brand Marketing Strategy
    Wang, Tao
    Peng, Chuanxin
    Cui, Nan
    [J]. EBM 2010: INTERNATIONAL CONFERENCE ON ENGINEERING AND BUSINESS MANAGEMENT, VOLS 1-8, 2010, : 2480 - +
  • [45] Brand tourism effect in the luxury hotel industry
    Lee, Seunghwan
    Kim, Dae-Young
    [J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2021, 30 (01): : 90 - 103
  • [46] Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
    Kim, Angella J.
    Ko, Eunju
    [J]. JOURNAL OF BUSINESS RESEARCH, 2012, 65 (10) : 1480 - 1486
  • [47] Brand Equity of Luxury Fashion Brands Among Chinese and U.S. Young Female Consumers
    Jung, Jaehee
    Shen, Dong
    [J]. JOURNAL OF EAST-WEST BUSINESS, 2011, 17 (01) : 48 - 69
  • [48] Sources of brand equity for online companies
    Rios, Rosa E.
    Riquelme, Hernan E.
    [J]. JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2010, 4 (03) : 214 - 240
  • [49] Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid
    Woodside, Arch G.
    Fine, Monica B.
    [J]. JOURNAL OF GLOBAL FASHION MARKETING, 2019, 10 (02) : 111 - 128
  • [50] Brand Meanings in the Context of Luxury Fashion: A Projective Study in China
    Lahtinen, Sonja
    Tuominen, Pekka
    [J]. EMPIRICAL STUDIES ON ECONOMICS OF INNOVATION, PUBLIC ECONOMICS AND MANAGEMENT, 2017, 6 : 193 - 209
12345