Luxury brand value co-creation with online brand communities in the service encounter
Article
Chapman, A. and Dilmperi, A. 2022. Luxury brand value co-creation with online brand communities in the service encounter. Journal of Business Research. 144, pp. 902-921. https://doi.org/10.1016/j.jbusres.2022.01.068
Type | Article |
---|---|
Title | Luxury brand value co-creation with online brand communities in the service encounter |
Authors | Chapman, A. and Dilmperi, A. |
Abstract | A constant challenge for luxury brands is identifying ways to add value to their offering, compensating for the high price charged. Previous research has highlighted that superior value is added when customers and brands collaborate by co-creating and introducing unique experiences to the offering. However, there is limited research on how brands and their customers co-create value in an online context. Online brand community engagement is central to this process. Drawing upon the service dominant logic and the luxury customer value framework, we conduct fifteen in-depth interviews with managers and fifty with customers of a luxury hotel brand, followed by a netnography of its online community. Τhis results in the development of a typology that supports online value co-creation. The results show that the pleasurable/experiential content provides the highest engagement. The study reinforces the benefit of using the experiential approach to build a successful content strategy within online luxury communities. |
Keywords | Luxury value; Online value; Value co-creation; Experiential value; Netnography; Online brand community engagement |
Publisher | Elsevier |
Journal | Journal of Business Research |
ISSN | 0148-2963 |
Electronic | 1873-7978 |
Publication dates | |
Online | 24 Feb 2022 |
01 May 2022 | |
Publication process dates | |
Deposited | 28 Feb 2022 |
Accepted | 21 Jan 2022 |
Submitted | 17 Jun 2020 |
Output status | Published |
Publisher's version | License |
Accepted author manuscript | License File Access Level Restricted |
Accepted author manuscript | License File Access Level Restricted |
Accepted author manuscript | License File Access Level Restricted |
Copyright Statement | Published version: © 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/) |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2022.01.068 |
Web of Science identifier | WOS:000791312900001 |
Language | English |
https://repository.mdx.ac.uk/item/89v0z
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