Luxury brand value co-creation with online brand communities in the service encounter

Chapman, Alexis and Dilmperi, Athina ORCID logoORCID: https://orcid.org/0000-0002-7653-7619 (2022) Luxury brand value co-creation with online brand communities in the service encounter. Journal of Business Research, 144 . pp. 902-921. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2022.01.068)

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Abstract

A constant challenge for luxury brands is identifying ways to add value to their offering, compensating for the high price charged. Previous research has highlighted that superior value is added when customers and brands collaborate by co-creating and introducing unique experiences to the offering. However, there is limited research on how brands and their customers co-create value in an online context. Online brand community engagement is central to this process. Drawing upon the service dominant logic and the luxury customer value framework, we conduct fifteen in-depth interviews with managers and fifty with customers of a luxury hotel brand, followed by a netnography of its online community. Τhis results in the development of a typology that supports online value co-creation. The results show that the pleasurable/experiential content provides the highest engagement. The study reinforces the benefit of using the experiential approach to build a successful content strategy within online luxury communities.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 34810
Notes on copyright: Published version: © 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
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Depositing User: Athina Dilmperi
Date Deposited: 28 Feb 2022 15:00
Last Modified: 15 Jun 2022 16:27
URI: https://eprints.mdx.ac.uk/id/eprint/34810

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