scholarly journals The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

10.5772/56854 ◽  
2013 ◽  
Vol 5 ◽  
pp. 32 ◽  
Author(s):  
Stefano Brogi ◽  
Armando Calabrese ◽  
Domenico Campisi ◽  
Guendalina Capece ◽  
Roberta Costa ◽  
...  
Keyword(s):  
Web 2.0 ◽  
Brand Equity ◽  
The Internet ◽  
Research Model ◽  
Fashion Industry ◽  
Web 2.0 Technologies ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Purchasing Behaviour ◽  
Other Consumers

Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” This is even more true today than it was back then. Indeed, Web 2.0 technologies have made luxury fashion more accessible to everyone. Nowadays, consumers can instantly access a wide variety of fashion goods on the Internet and share brand experiences with other consumers. In this scenario, Online Brand Communities (OBCs) allow fashion customers to communicate with each other without any restrictions of time and place. For this reason, OBCs are viewed by fashion marketers as powerful instruments to influence customers' purchasing behaviour. The aim of the current study is to analyse the effects of OBC dynamics on brand equity. The proposed research model is applied to eight spontaneous OBCs of the luxury fashion industry.

Building online brand communities

2012 ◽  
Vol 18 (3) ◽  
pp. 239-250 ◽  
Author(s):  
Anne-Marie Hede ◽  
Pamm Kellett
Keyword(s):  
Web 2.0 ◽  
The Internet ◽  
Web 2.0 Tools ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Tourism Sector ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Online Brand Community ◽  
Building Activities

The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2019 ◽  
pp. 419-441
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

Building brand loyalty through user engagement in online brand communities in social networking sites

2015 ◽  
Vol 28 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Xiabing Zheng ◽  
Christy M. K. Cheung ◽  
Matthew K.O. Lee ◽  
Liang Liang
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Online Survey ◽  
Survey Study ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities

Purpose – The purpose of this paper is to explore the concept of user engagement in the context of online brand communities. A research model is proposed to explain how brand loyalty is developed through user engagement. Design/methodology/approach – The research model was empirically tested with an online survey study of 185 current Facebook users. Findings – Results revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment. Users tend to focus on the benefits (rather than the costs) derived from the usage when they engage in an online brand community. Research limitations/implications – The selection of respondents is bound to the Hong Kong area, while Facebook members are globally distributed. In addition, this study involved a cross-sectional design instead of investigating the development of brand loyalty from a long-term perspective. Practical implications – The results inform e-marketers the importance of user engagement behaviors for building brand loyalty through online communities. Strategies that encourage members to engage in online brand communities on social networking sites such as Facebook are also provided. Originality/value – The concept of user engagement in online brand communities is still poorly understood, underscoring the need for theoretically based research of user engagement. This paper enriches the knowledge in the area of brand engagement by presenting a research model that introduces the concept of user engagement in social media research and empirically examines its role in building brand loyalty in online brand communities.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

E-Learning 2.0

2011 ◽  
pp. 213-231 ◽  
Author(s):  
Luisa M. Regueras ◽  
Elena Verdú ◽  
María A. Pérez ◽  
Juan Pablo de Castro ◽  
María J. Verdú
Keyword(s):  
Web 2.0 ◽  
Learning Process ◽  
The Internet ◽  
Future Trends ◽  
Web 2.0 Technologies ◽  
Good Practices ◽  
The Future ◽  
E Learning ◽  
The Web

Nowadays, most of electronic applications, including e-learning, are based on the Internet and the Web. As the Web advances, applications should progress in accordance with it. People in the Internet world have started to talk about Web 2.0. This chapter discusses how the concepts of Web 2.0 can be transferred to e-learning. First, the new trends of the Web (Web 2.0) are introduced and the Web 2.0 technologies are reviewed. Then, it is analysed how Web 2.0 can be transferred and applied to the learning process, in terms of methodologies and tools, and taking into account different scenarios and roles. Next, some good practices and recommendations for E-Learning 2.0 are described. Finally, we present our opinion, conclusions, and proposals about the future trends driving the market.

Leveraging marketer-generated appeals in online brand communities

2017 ◽  
Vol 28 (1) ◽  
pp. 133-156 ◽  
Author(s):  
Welf H. Weiger ◽  
Hauke A. Wetzel ◽  
Maik Hammerschmidt
Keyword(s):  
Brand Equity ◽  
User Behavior ◽  
User Engagement ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Matched Data ◽  
Entertainment Value ◽  
The Impact

Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn. Design/methodology/approach This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection. Findings Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics. Practical implications Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity. Originality/value The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity.

Effects of online brand communities on millennials' brand loyalty in the fashion industry

2021 ◽  
Author(s):  
Wilson Ozuem ◽  
Michelle Willis ◽  
Kerry Howell ◽  
Guida Helal ◽  
Silvia Ranfagni ◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Communities ◽  
Online Brand Communities

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2021 ◽  
pp. 1233-1255
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

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