Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands

Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/18929

Autoria:	Santos, J. F. Bilro, R.G. Loureiro, S. M. C.
Data:	2019
Título próprio:	Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands
Paginação:	810 - 811
Título do evento:	2019 Global Fashion Management Conference at Paris
ISSN:	2288-825X
DOI (Digital Object Identifier):	10.15444/GFMC2019.08.03
Palavras-chave:	Massclusivity Brand love Online brand communities
Resumo:	The current research aims to explore the impact of Massclusivity campaigns (massive and exclusive) (Brogi et al., 2009; Silverstein and Fiske, 2003) on the brand love of online brand communities. In this sense, this study comprises (i) the analysis of the meaning and perception of luxury, (ii) the marketplace associated to luxury – with a focus on the fashion consumption segment, (iii) and the impact of trends such as digital luxury and Massclusivity. We intend to explore the dynamics of the selected market based on the core of relationship marketing concepts, brand love, brand communities and consumerbrand relationship.
Arbitragem científica:	yes
Acesso:	Acesso Aberto
Aparece nas coleções:	BRU-CRI - Comunicações a conferências internacionais