期刊
JOURNAL OF BUSINESS RESEARCH
卷 69, 期 12, 页码 5827-5832出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2016.04.180
关键词
Art marketing; Digital marketing; Encounter; Luxury; Value co-creation
类别
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. (C) 2016 Elsevier Inc. All rights reserved.
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