Drivers, Constraints, and Consequences of Consumer-Brand Engagement in the Luxury Fashion Sector

2017 ◽  
pp. 309-325 ◽  
Author(s):  
Kate Armstrong ◽  
Charlotte Rutter ◽  
Eva Helberger ◽  
Ambre Tormey
Keyword(s):  
Conceptual Framework ◽  
Cognitive Processing ◽  
Retail Sector ◽  
Brand Engagement ◽  
Fashion Retail

The purpose of this chapter is to conceptually explore the drivers and constraints of the Consumer Brand Engagement (CBE) concept in the context of the luxury fashion retail sector, along with identifying the resulting consumer behavioural outcomes for this specific industry genre. Using the theoretical lens of the CBE Scale, a consumer viewpoint is taken in order to gauge an in-depth understanding of engagement during or related to focal brand interactions, through the dimensions of Cognitive Processing, Affection and Activation. The CBE concept is gaining traction in branding academia due to its predictive qualities in determining consumer behavioural outcomes, such as loyalty, and so is considered insightful for luxury fashion management. Little research has been conducted in this discipline utilising the lens of CBE as a conceptual framework.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

2020 ◽  
Vol 16 (6) ◽  
pp. 671-690
Author(s):  
Arunima Rana ◽  
Ravi Shankar
Keyword(s):  
Decision Making ◽  
International Business ◽  
Brand Management ◽  
Secondary Data ◽  
Business Environment ◽  
Special Focus ◽  
Retail Sector ◽  
Content Type ◽  
Competitor Analysis ◽  
Fashion Retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

scholarly journals Social Media User-Influencer Congruity

2022 ◽  
Vol 13 (1) ◽  
pp. 1-26
Author(s):  
Nida Tafheem ◽  
Hatem El-Gohary ◽  
Rana Sobh
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Social Relationships ◽  
Social Relationship ◽  
Substantial Impact ◽  
Social Media Platform ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Media Platform ◽  
The Relationship

This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.

scholarly journals Competitive Factors of Fashion Retail Sector with Special Focus on SMEs

Economies ◽  
2020 ◽  
Vol 8 (4) ◽  
pp. 95
Author(s):  
Gyorgy Gonda ◽  
Eva Gorgenyi-Hegyes ◽  
Robert Jeyakumar Nathan ◽  
Maria Fekete-Farkas
Keyword(s):  
Analysis Data ◽  
Business Environment ◽  
Special Focus ◽  
Extensive Literature ◽  
Retail Sector ◽  
Fashion Industry ◽  
Educational Assistance ◽  
Confirmatory Factor ◽  
Fashion Retail ◽  
Domestic Support

Nowadays small and medium sized enterprises have become increasingly important in contribution to job creation and economic growth both in national and European level. Considering the rapidly and continuously changing business environment, due to the impacts of globalization and concentration, staying competitive is a great challenge for companies in the 21st century, especially in fashion retail sector. The current paper is intended to map the current situation of the sector—focusing primarily on SMEs—through the extensive literature review; and provide a better understanding of sector-specific competitive factors in fashion industry. The research methods are the analysis of different related articles, reports and other scientific literature sources, in-depth interviews and questionnaire survey. The survey was validated by confirmatory factor analysis, data were analyzed and evaluated through PLS-SEM model. The main findings of the study show that the most important competitive factor is the compliance with consumer needs. Furthermore, the research also points out that SME sector lag behind chains, thus, they need to focus more on better understanding and meeting consumer expectations. In this activity, it would be useful if they received EU and domestic support for educational assistance.

Social Media Influencers and Consumer Online Engagement Management

2017 ◽  
pp. 1398-1406
Author(s):  
Qiang (Steven) Lu ◽  
Zhen Yi Seah
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Social Distance ◽  
Deep Understanding ◽  
Celebrity Endorsement ◽  
Product Characteristics ◽  
Brand Engagement ◽  
Online Engagement ◽  
Different Types ◽  
The Impact

With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.

scholarly journals The digitalization of retailing: an exploratory framework

2016 ◽  
Vol 44 (7) ◽  
pp. 694-712 ◽  
Author(s):  
Johan Hagberg ◽  
Malin Sundstrom ◽  
Niklas Egels-Zandén
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Previous Literature ◽  
Future Research ◽  
Retail Sector ◽  
Content Type ◽  
Over Time

Purpose – Digitalization denotes an on-going transformation of great importance for the retail sector. The purpose of this paper is to analyse the phenomenon of the digitalization of retailing by developing a conceptual framework that can be used to further delineate current transformations of the retailer-consumer interface. Design/methodology/approach – This paper develops a framework for digitalization in the retail-consumer interface that consists of four elements: exchanges, actors, offerings, and settings. Drawing on the previous literature, it describes and exemplifies how digitalization transforms each of these elements and identifies implications and proposals for future research. Findings – Digitalization transforms the following: retailing exchanges (in a number of ways and in various facets of exchange, including communications, transactions, and distribution); the nature of retail offerings (blurred distinctions between products and services, what constitutes the actual offering and how it is priced); retail settings (i.e. where and when retailing takes place); and the actors who participate in retailing (i.e. retailers and consumers, among other parties). Research limitations/implications – The framework developed can be used to further delineate current transformations of retailing due to digitalization. The current transformation has created challenges for research, as it demands sensitivity to development over time and insists that categories that have been taken for granted are becoming increasingly blurred due to greater hybridity. Originality/value – This paper addresses a significant and on-going transformation in retailing and develops a framework that can both guide future research and aid retail practitioners in analysing retailing’s current transformation due to digitalization.

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

2018 ◽  
Vol 46 (10) ◽  
pp. 894-914 ◽  
Author(s):  
Pradeep Kautish ◽  
Rajesh Sharma
Keyword(s):  
Extensive Literature ◽  
Retail Sector ◽  
Content Type ◽  
Behavioural Intentions ◽  
Study Results ◽  
Terminal Values ◽  
Consumer Values ◽  
Instrumental Values ◽  
Fashion Consciousness ◽  
Fashion Retail

PurposeThe purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector.Design/methodology/approachA conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research.FindingsThe results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions.Research limitations/implicationsThe conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector.Practical implicationsThe study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India.Originality/valueThe present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.

scholarly journals Influence of Content on Consumer and Employee Brand Engagement in Facebook (Russian FMCG Retail Sector)

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 1187-1201
Author(s):  
Sergey Vitalievich Shilovsky
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Retail Sector ◽  
Brand Community ◽  
Community Members ◽  
Service Dominant Logic ◽  
Consumer Engagement ◽  
Dominant Logic ◽  
Brand Engagement ◽  
The Social

Social networks provide companies with great opportunities to build relationships with consumers. Currently, almost every company has their own brand page in social networks and is trying to enhance consumer engagement. Company posts are shown to brand community members. Most researchers believe that the brand community consists only of consumers. However, based on the service-dominant logic of marketing, the brand enters into relations not only with consumers, but also with other stakeholders, including employees of the company, who can be members of the brand community in the social networks. In this research, we focus on FMCG retailers brand community. The algorithm of Facebook social network ensures the dependence of consumer engagement on employee brand engagement. Retail marketers need to use content to influence not only consumer engagement, but also employee brand engagement, expressed in likes, comments and shares. The author analyzes 460 Facebook posts made by 5 Russian FMCG retailers’ brands during a 6-month period. A theory-based typology of content characteristics was made and it covers of what brands say and how they say it. This research sheds light on how content influence consumer and employee brand engagement in social networks.

scholarly journals A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

2017 ◽  
pp. 137-163 ◽  
Author(s):  
Francesca Bonetti ◽  
Patsy Perry
Keyword(s):  
Mobile Apps ◽  
Digital Technologies ◽  
Retail Sector ◽  
Digital Revolution ◽  
Current Trends ◽  
Different Types ◽  
Shopping Experience ◽  
Fashion Retail ◽  
Online Stores ◽  
Store Environment

Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.

scholarly journals Creative Exploration Of The Consumption And Disposal Habits Of Fashion Retail Employees

2021 ◽  
Author(s):  
Sara Harlow
Keyword(s):  
Online Survey ◽  
Methodological Approach ◽  
Retail Sector ◽  
Fashion Industry ◽  
Fashion Retail ◽  
Standard Practices ◽  
Modes Of Interaction ◽  
Employee Experience ◽  
Industry Sustainability ◽  
Retail Workers

This research project was conducted to assess the potential influence of fashion retail workers on industry sustainability by critiquing the standard practices of brand consumption as required by retail employers. A mixed-methodological approach, with an emphasis on creative exploration, was undertaken to examine employee experience and propose alternatives to unsustainable practices. Creative experimentation was supported by an anonymous online survey and photo submissions by individuals working in the fashion retail sector. Bourdieu’s Field Theory was applied to establish a lens from which to view retail employees as actors in the field of the fashion industry that functions as a group according to a unique habitus with specific dispositions. Use of Aesthetic Labour practices by fashion brands encourage the development of this habitus and manipulation of employees for the sole benefit of the company. The modes of interaction as both marketer and consumer are acquired and learned within the job and build upon the employee’s existing experience. It is therefore argued that these learned behaviours could be altered in a direction more beneficial to the employees themselves, as well as for improving the industry as a whole. The main finding of this research study was the need for awareness regarding the current economically and environmentally unsustainable expectations for fashion retail employees. Further participant-informed research would be beneficial and assist in broadening awareness. This information brought directly to the employees themselves has the potential to instigate significant change to an industry facing new challenges in both the retail and environmental sector

scholarly journals Antecedents and consequences of luxury brand engagement in social media

2019 ◽  
Vol 23 (2) ◽  
pp. 163-183 ◽  
Author(s):  
Amélia Brandão ◽  
Eva Pinho ◽  
Paula Rodrigues
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Structural Equation ◽  
Positive Impact ◽  
Consumer Involvement ◽  
Three Dimensions ◽  
Online Questionnaire ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Engagement

Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling. Findings Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI. Practical implications The results identified the factors which brand managers should focus on to increase CBE on Facebook. Originality/value This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.

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