KOREASCHOLAR

LUXURY BRANDS SOCIAL MEDIA MARKETING EFFORTS: INFLUENCE ON BRAND EQUITY AND CONSUMERS’ BEHAVIOR

Bruno Godey, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, Rahul Singh
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299358
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.68
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

There is relatively little evidence on how social media marketing activities influence brand equity creation and consumers’ behavior towards the brand. We explore these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian and Italian) who follow the five brands studied on social media, we developed a structural equation model that helps to address gaps in prior social media branding literature. Specifically, our study demonstrates the links between social media marketing efforts – measured as a holistic concept incorporating five aspects (entertainment, interaction, trendiness, customization and word of mouth) and their consequences (brand preference, price premium and loyalty).

Keyword
social media marketingbrand equitypreferenceloyaltyprice premiumluxury brandsinternational
Author
  • Bruno Godey(NEOMA Business School)
  • Aikaterini Manthiou(NEOMA Business School)
  • Daniele Pederzoli(NEOMA Business School)
  • Joonas Rokka(NEOMA Business School)
  • Gaetano Aiello(University of Florence)
  • Raffaele Donvito(University of Florence)
  • Rahul Singh(Birla Institute of Management Technology)