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Publication Detailed Description
2019 Global Fashion Management Conference at Paris
Year (definitive publication)
2019
Language
English
Country
France
More Information
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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.
Acknowledgements
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Keywords
Conspicuous consumption,Recession,International,Survey
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
