KOREASCHOLAR

VALUE CO-CREATION PROCESS OF LUXURY FASHION BRAND: EXAMINING THE RELATIONSHIPS AMONG ENCOUNTER ATTRIBUTES, CONSUMER VALUE, BRAND VALUE AND PURCHASE INTENTION

Eunah Choi, Eunju Ko, Angella J. Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299289
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.89
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

Keyword
value co-creationluxury fashion brandconsumer valueencounterart marketingdigital marketing
Author
  • Angella J. Kim(California State Polytechnic University- Pomona)
  • Eunju Ko(Yonsei University) Corresponding author
  • Eunah Choi(Yonsei University)