Exploring the rewards dimension of engagement in consumer-fashion brand relationship

Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/18931

Autoria:	Cabaço, M. G. Bilro, R.G. Loureiro, S. M. C.
Data:	2019
Título próprio:	Exploring the rewards dimension of engagement in consumer-fashion brand relationship
Volume:	2019
Paginação:	534 - 535
Título do evento:	2019 Global Fashion Management Conference at Paris
ISSN:	2288-825X
DOI (Digital Object Identifier):	10.15444/GFMC2019.05.06.07
Palavras-chave:	Conspicuous consumption Recession International Survey
Resumo:	The current research aims to explore the role of hedonic rewards (Babin, Darden and Griffin, 1994) in the relationship between consumers and fashion brands, specifically through brand engagement within online fashion brand communities. In this sense, we set out an analysis of several engagement dimensions based on previous literature (Baldus, Voorhees, and Calantone, 2015), with the purpose of exploring the role of brand engagement between consumers and the online fashion brand communities they are engaged with. To do so, we have performed a Netnography analysis (Kozinets, 2002), based on the interactions of consumers and a well-known online brand community.
Arbitragem científica:	yes
Acesso:	Acesso Aberto
Aparece nas coleções:	BRU-CRI - Comunicações a conferências internacionais