Online behaviour of luxury brand advocates: differences between active advocates and passive loyalists

2.50
Hdl Handle:
http://hdl.handle.net/10547/252073
Title:
Online behaviour of luxury brand advocates: differences between active advocates and passive loyalists
Authors:
Kanthavanich, Poramate; Danbury, Annie Hagen; Parrott, Guy
Abstract:
The study aims to identify online behaviours of luxury brand advocates referring to differentiation between active and passive loyalists. A netnographic approach was used to observe groups of luxury handbag advocates. Key findings include an identification of engagement manifested in positive word of mouth and enthusiastic brand recommendation. Advocates routinely share their love of particular brands, openly expressing joy and sharing heightened levels of self-esteem. Engaged passive loyalists tend to share less with peers, but instead celebrate their purchases more personally.
Affiliation:
University of Bedfordshire
Publisher:
European Advertising Academy
Journal:
ICORIA Conference Proceedings 2012
Issue Date:
30-Jun-2012
URI:
http://hdl.handle.net/10547/252073
Type:
Conference papers, meetings and proceedings
Language:
en
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorKanthavanich, Poramateen_GB
dc.contributor.authorDanbury, Annie Hagenen_GB
dc.contributor.authorParrott, Guyen_GB
dc.date.accessioned2012-11-14T07:54:21Z-
dc.date.available2012-11-14T07:54:21Z-
dc.date.issued2012-06-30-
dc.identifier.urihttp://hdl.handle.net/10547/252073-
dc.description.abstractThe study aims to identify online behaviours of luxury brand advocates referring to differentiation between active and passive loyalists. A netnographic approach was used to observe groups of luxury handbag advocates. Key findings include an identification of engagement manifested in positive word of mouth and enthusiastic brand recommendation. Advocates routinely share their love of particular brands, openly expressing joy and sharing heightened levels of self-esteem. Engaged passive loyalists tend to share less with peers, but instead celebrate their purchases more personally.en_GB
dc.language.isoenen
dc.publisherEuropean Advertising Academyen_GB
dc.subjectbrand advocatesen_GB
dc.subjectloyaltyen_GB
dc.subjectluxury fashionen_GB
dc.subjectonline communityen_GB
dc.titleOnline behaviour of luxury brand advocates: differences between active advocates and passive loyalistsen
dc.typeConference papers, meetings and proceedingsen
dc.contributor.departmentUniversity of Bedfordshireen_GB
dc.identifier.journalICORIA Conference Proceedings 2012en_GB
This item is licensed under a Creative Commons License
Creative Commons
All Items in UOBREP are protected by copyright, with all rights reserved, unless otherwise indicated.