Publicação em atas de evento científico
Exploring the rewards dimension of engagement in consumer-fashion brand relationship
Maria Gonçalves Cabaço (Cabaço, M. G.); Ricardo Godinho Bilro (Bilro, R.G.); Sandra Loureiro (Loureiro, S. M. C.);
2019 Global Fashion Management Conference at Paris
Ano
2019
Língua
Inglês
País
França
Mais Informação
Abstract/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.
Agradecimentos/Acknowledgements
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Palavras-chave
Conspicuous consumption,Recession,International,Survey
Registos de financiamentos
Referência de financiamento Entidade Financiadora
UID/GES/00315/2013 Fundação para a Ciência e a Tecnologia