Les marques de luxe à la conquête des blogs personnels de mode: équilibre des relations entre lectrice, blogueuse et marque de luxe

Karine Cissé-Depardon () and Soraya Zouari
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Karine Cissé-Depardon: URCA - Université de Reims Champagne-Ardenne

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Abstract: Luxury brands targeting personal fashion blogs: study of the balance of relationships between reader, blogger and luxury brand This article focuses on the balance of relationships between reader, fashion blogger and luxury brand following the presence of the luxury brand in the fashion blog. Further to an exploratory case study based on a netnography of six French fashion blogs and to an analysis via the software Sphinx Quali, outcomes reveal 1) factors which impact the relationships; and 2) situations of balance and imbalance inside each of these factors. We propose managerial implications to facilitate the implementation of a positive and balanced relationship between a luxury brand, a blogger and her readers.

Keywords: Fashion blogs; Luxury; Endorsement; Balance Theory; Netnography.; Blogs de mode; Luxe; Endossement; Théorie de l’équilibre; Netnographie. (search for similar items in EconPapers)
Date: 2016-11-10
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2016, 83, pp.67-95. ⟨10.7193/DM.083.67.95⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309266

DOI: 10.7193/DM.083.67.95

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