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http://hdl.handle.net/10071/18931
acessibilidade
Title: Exploring the rewards dimension of engagement in consumer-fashion brand relationship
Authors: Cabaço, M. G.
Bilro, R.G.
Loureiro, S. M. C.
Keywords: Conspicuous consumption
Recession
International
Survey
Issue Date: 2019
Publisher: Global Alliance of Marketing and Management Associations
Abstract: 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.
Peer reviewed: yes
URI: http://hdl.handle.net/10071/18931
DOI: 10.15444/GFMC2019.05.06.07
ISSN: 2288-825X
Ciência-IUL: https://ciencia.iscte-iul.pt/id/ci-pub-61031
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

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