Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/18931| Author(s): | Cabaço, M. G. Bilro, R.G. Loureiro, S. M. C. |
| Date: | 2019 |
| Title: | Exploring the rewards dimension of engagement in consumer-fashion brand relationship |
| Volume: | 2019 |
| Pages: | 534 - 535 |
| Event title: | 2019 Global Fashion Management Conference at Paris |
| ISSN: | 2288-825X |
| DOI (Digital Object Identifier): | 10.15444/GFMC2019.05.06.07 |
| Keywords: | Conspicuous consumption Recession International Survey |
| 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. |
| 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 - EXPLORING_THE_REWARDS_DIMENSION_OF_ENGAGEMENT_IN_C.pdf | 188,75 kB | Adobe PDF | View/Open |
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