Global Fashion Management Conference 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion (p.89-89)

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

키워드 :
value co-creation,luxury fashion brand,consumer value,encounter,art marketing,digital marketing

초록

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.