Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters

This study investigates luxury brand value co-creation processes. The authors use a mixed method approach to examine the relationships among encounter attributes, consumer value, brand value, and purchase intentions. In-depth interviews with Chanel customers reveal their reactions to their digital m...

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Bibliographic Details
Published in:Journal of business research 2016-12, Vol.69 (12), p.5827-5832
Main Authors: Choi, Eunha, Ko, Eunju, Kim, Angella J.
Format: Article
Language:English
Subjects:
Art marketing
Brands
Digital marketing
Encounter
Influence
Luxuries
Luxury
Marketing
Online advertising
Studies
Value co-creation
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Summary:This study investigates luxury brand value co-creation processes. The authors use a mixed method approach to examine the relationships among encounter attributes, consumer value, brand value, and purchase intentions. In-depth interviews with Chanel customers reveal their reactions to their digital marketing and art marketing value co-creation experiences. Structural equation modeling analysis shows that the experiences influence customer value, customer value then influences brand value, and brand value then influences purchase intentions. Findings suggest that marketers should emphasize emotional and experiential aspects during customer–brand interaction encounters.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2016.04.180