Online behaviour of luxury fashion brand advocates

2.50
Hdl Handle:
http://hdl.handle.net/10547/622317
Title:
Online behaviour of luxury fashion brand advocates
Authors:
Parrott, Guy; Danbury, Annie Hagen; Kanthavanich, Poramate
Abstract:
Purpose – Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love. Design/methodology/approach – The study adopted a netnographic approach to the phenomenon of online luxury accessory communities. The research reports observational data including blog texts and audience comments for four popular forums: The Purse Forum, The Fashion Spot, The Bag Forum (TBF) and Shoe Forum (SF). Although the forums are open to all and are designed to be internationally relevant; the observations were conducted from a base in the UK. Findings – Findings indicate that informants display some unifying characteristics clustered around engagement, involvement, self-concept and self-connection, brand love and hedonic values. Informants however, display some discernible differences as they “rally” to two distinctive totems: first, active luxury brand advocates and second, passive brand advocates. Although subtle, these differences suggest significant possibilities for fashion brand owners. Research limitations/implications – Further research could include the measurement of brand advocacy to distinguish more clearly between high and low levels of advocacy and the resulting consumer behaviour intentions. One sub-group that would be interesting to explore is that of brand evangelists and their relationship with fashion brands: what are the reasons for treating brands as religious artefacts and can this extreme level of advocacy be developed by marketing? The study focused on observing online posts by self-selected brand advocates. A worthwhile comparison could be made with fashion communities where brand marketers are active participants and how this influences the discourse and actions of brand advocates. Practical implications – The findings indicate that all forum members are incredibly attached to their brands, but will still consider purchasing several brands as their “evoked set”. Additionally, even when demonstrating involvement, they can operate as passive observers in the online community. Originality/value – Social media, especially online forums, play an important role in contemporary luxury fashion branding. This study addresses the role these forums play in supporting brand love and the contribution they make to luxury brand advocacy. Membership and influence dynamics are reported; which have resonance to both practitioners and researchers.
Affiliation:
University of Bedfordshire
Citation:
Parrott G, Danbury A, Kanthavanich P (2015) 'Online behaviour of luxury fashion brand advocates', Journal of Fashion Marketing and Management, 19 (4), pp.360-383.
Publisher:
Emerald
Journal:
Journal of Fashion Marketing and Management
Issue Date:
16-Sep-2015
URI:
http://hdl.handle.net/10547/622317
DOI:
10.1108/JFMM-09-2014-0069
Additional Links:
http://dx.doi.org/10.1108/JFMM-09-2014-0069
Type:
Article
Language:
en
ISSN:
1361-2026
EISSN:
1361-2026
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorParrott, Guyen
dc.contributor.authorDanbury, Annie Hagenen
dc.contributor.authorKanthavanich, Poramateen
dc.date.accessioned2017-10-24T15:46:51Z-
dc.date.available2017-10-24T15:46:51Z-
dc.date.issued2015-09-16-
dc.identifier.citationParrott G, Danbury A, Kanthavanich P (2015) 'Online behaviour of luxury fashion brand advocates', Journal of Fashion Marketing and Management, 19 (4), pp.360-383.en
dc.identifier.issn1361-2026-
dc.identifier.doi10.1108/JFMM-09-2014-0069-
dc.identifier.urihttp://hdl.handle.net/10547/622317-
dc.description.abstractPurpose – Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love. Design/methodology/approach – The study adopted a netnographic approach to the phenomenon of online luxury accessory communities. The research reports observational data including blog texts and audience comments for four popular forums: The Purse Forum, The Fashion Spot, The Bag Forum (TBF) and Shoe Forum (SF). Although the forums are open to all and are designed to be internationally relevant; the observations were conducted from a base in the UK. Findings – Findings indicate that informants display some unifying characteristics clustered around engagement, involvement, self-concept and self-connection, brand love and hedonic values. Informants however, display some discernible differences as they “rally” to two distinctive totems: first, active luxury brand advocates and second, passive brand advocates. Although subtle, these differences suggest significant possibilities for fashion brand owners. Research limitations/implications – Further research could include the measurement of brand advocacy to distinguish more clearly between high and low levels of advocacy and the resulting consumer behaviour intentions. One sub-group that would be interesting to explore is that of brand evangelists and their relationship with fashion brands: what are the reasons for treating brands as religious artefacts and can this extreme level of advocacy be developed by marketing? The study focused on observing online posts by self-selected brand advocates. A worthwhile comparison could be made with fashion communities where brand marketers are active participants and how this influences the discourse and actions of brand advocates. Practical implications – The findings indicate that all forum members are incredibly attached to their brands, but will still consider purchasing several brands as their “evoked set”. Additionally, even when demonstrating involvement, they can operate as passive observers in the online community. Originality/value – Social media, especially online forums, play an important role in contemporary luxury fashion branding. This study addresses the role these forums play in supporting brand love and the contribution they make to luxury brand advocacy. Membership and influence dynamics are reported; which have resonance to both practitioners and researchers.en
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://dx.doi.org/10.1108/JFMM-09-2014-0069en
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectbrand advocatesen
dc.subjectluxury fashion brandingen
dc.subjectonline behaviouren
dc.subjectbrandingen
dc.subjectbrandsen
dc.subjectN561 Advertisingen
dc.titleOnline behaviour of luxury fashion brand advocatesen
dc.typeArticleen
dc.identifier.eissn1361-2026-
dc.contributor.departmentUniversity of Bedfordshireen
dc.identifier.journalJournal of Fashion Marketing and Managementen
dc.date.updated2017-10-24T15:21:48Z-
dc.description.noteFile attached is final publisher version but we can only use the post-print (ie final draft post-refereeing), see http://www.sherpa.ac.uk/romeo/issn/1361-2026/-
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