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

Marina Leban; Benjamin Voyer

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

Marina Leban, Benjamin Voyer

언어ENG
URLhttps://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)

초록

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.

키워드

Hermès luxury brand ingratiation theory online luxury brand communities

저자

Marina Leban(London School of Economics and Political Science, UK)
Benjamin Voyer(ESCP Europe, UK & London School of Economics and Political Science, UK)

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