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
TypeArticle
TitleLuxury brand value co-creation with online brand communities in the service encounter
AuthorsChapman, 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.

KeywordsLuxury value; Online value; Value co-creation; Experiential value; Netnography; Online brand community engagement
PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Electronic1873-7978
Publication dates
Online24 Feb 2022
Print01 May 2022
Publication process dates
Deposited28 Feb 2022
Accepted21 Jan 2022
Submitted17 Jun 2020
Output statusPublished
Publisher's version
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Accepted author manuscript
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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 identifierWOS:000791312900001
LanguageEnglish
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