Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/18929| Author(s): | Santos, J. F. Bilro, R.G. Loureiro, S. M. C. |
| Date: | 2019 |
| Title: | Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands |
| Pages: | 810 - 811 |
| Event title: | 2019 Global Fashion Management Conference at Paris |
| ISSN: | 2288-825X |
| DOI (Digital Object Identifier): | 10.15444/GFMC2019.08.03 |
| Keywords: | Massclusivity Brand love Online brand communities |
| Abstract: | 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. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| 2019 (07) - GAMMA - ANALYZING_THE_IMPACT_OF_MASSCLUSIVITY_CAMPAIGNS_ON.pdf | 191,13 kB | Adobe PDF | View/Open |
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