From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Article
Article Title | From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment |
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ERA Journal ID | 36355 |
Article Category | Article |
Authors | Quach, Sara and Thaichon, Park |
Journal Title | Journal of Business Research |
Journal Citation | 81, pp. 163-172 |
Number of Pages | 10 |
Year | Dec 2017 |
Publisher | Elsevier |
Place of Publication | United States |
ISSN | 0148-2963 |
1873-7978 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2017.06.015 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S014829631730214X |
Abstract | This exploratory study examines the processes of value co-creation and co-destruction between luxury brands and consumers from the consumer perspective using the social resource theory. The study adopted a qualitative, inductive approach using a sample of 24 in-depth interviews with luxury customers, both local residents and tourists, in Thailand. Love, status, information, and services are the four main types of resources involved in online interactions between luxury brands and customers. It is acknowledged that customers have different expectations, determining the way which they use their resources in interaction with the brand. In addition, the co-creation and co-destruction of the luxury brand experience include conversations and sophisticated interactions between many parties, such as the brand itself, staff, customers, and other related groups, for example, consumption communities and social network users. |
Keywords | Value; Co-creation; Co-destruction; Social resources; Luxury; Online |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Swinburne University of Technology |
Griffith University |
https://research.usq.edu.au/item/xx0z9/from-connoisseur-luxury-to-mass-luxury-value-co-creation-and-co-destruction-in-the-online-environment
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