KOREASCHOLAR

EMPOWERMENT THROUGH THE USE OF INGRATIATION IN HERMÈS ONLINE LUXURY BRAND COMMUNITIES

Marina Leban, Benjamin Voyer
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299096
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.512
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study uses ingratiation theory (Jones, 1964) to investigate the specificity of online luxury brand communities, using an observational netnography. We analyse and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.

Keyword
Hermèsluxury brandingratiation theoryonline luxury brandcommunities
Author
  • Marina Leban(London School of Economics and Political Science, UK)
  • Benjamin Voyer(ESCP Europe, UK & London School of Economics and Political Science, UK)