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Publication Detailed Description
2019 Global Fashion Management Conference at Paris Proceedings
Year (definitive publication)
2019
Language
English
Country
France
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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.
Acknowledgements
This work was supported by Fundação para a Ciência e a Tecnologia,
grant UID/GES/00315/2019
Keywords
Massclusivity,Brand love,Online brand communities
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
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