Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters

Eunha Choi, Eunju Ko and Angella J. Kim

Journal of Business Research, 2016, vol. 69, issue 12, 5827-5832

Abstract: This study investigates luxury brand value co-creation processes. The authors use a mixed method approach to examine the relationships among encounter attributes, consumer value, brand value, and purchase intentions. In-depth interviews with Chanel customers reveal their reactions to their digital marketing and art marketing value co-creation experiences. Structural equation modeling analysis shows that the experiences influence customer value, customer value then influences brand value, and brand value then influences purchase intentions. Findings suggest that marketers should emphasize emotional and experiential aspects during customer–brand interaction encounters.

Keywords: Art marketing; Digital marketing; Encounter; Luxury; Value co-creation (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (27)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:12:p:5827-5832

DOI: 10.1016/j.jbusres.2016.04.180

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