While social media marketing opens a variety of new windows for enlightening brand–customer relationships, a gritty puzzle is that brand recognition does not invariably echo with customers’ perceived value. This provokes the need to uncover the missing pieces in bridging the gap between brand recognition and customer perceived value. This research falls within the innovative new work in the marketing literature in positing co-creation as a crucial mediator in facilitating the impact of brand recognition on customers’ perceived value. Based on social identity theory, we also investigated how co-creation is moderated by virtual communication identification in influencing customers’ perceived value towards a brand. We conducted a survey via a sample of 386 current Gogoro customers. Gogoro is the biggest and most well-known Taiwanese producer of electric scooters. Our findings contribute to the extant marketing research by emphasizing that the key stimulus of increased customer perceived value towards a brand is active co-creation initiatives via virtual brand communities, and that the effects of co-creation are further strengthened when customers’ virtual communication identification is high.

본 연구는 스포츠 휴먼브랜드의 굿즈상품(Goods) 가치, 감정반응(PAD), 소비 행동 간 일어나는 현상을 분석하기 위해 2021년 10월 18일~2022년 1월 12일까지 온라인 서베이(URL), DM, E-mail 등을 활용하여 371명을 편의 표준추출법으로 표집하였으며, 불성실한 응답자 51명을 제외한 유효 표본 320명을 인과 관계(SEM)를 적용하여 분석하였다. 첫째, 휴먼 브랜드의 굿즈 가치는 감정반응에 정(+)의 영향으로 가설이 채택되었다. 둘째, 감정반응은 소비 행동에 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 셋 째, 휴먼 브랜드의 굿즈 가치는 소비 행동에 정(+)의 영향을 미치며 부분적으로 가설이 채택되었다. 마지막 으로 굿즈상품(goods) 가치와 소비 행동의 관계에서 감정반응의 간접효과는 통계적으로 유의 의미한 것으 로 나타났다.

During the last decades, consumers have become increasingly concerned about social and environmental issues (Cone, 2009; Kleanthous, 2011) and “want the brands they use to reflect their concerns and aspirations for a better world” (Bendell and Kleanthous, 2007, p. 5). Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture (Doane, 2001; Low and Davenport, 2007) and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence (Grail Research, 2010). From a firm perspective, investing in activities promoting sustainable development is increasingly recognized as an important source of competitive advantage (Porter and Kramer, 2006) and demonstrates a differentiator in most of the industries. According to a study conducted by the United Nations Global Compact and Accenture nearly 97% of the participating CEOs see sustainability as important to their company’s future success (UN and Accenture, 2016). The main reason and motivation to take action in sustainability issues is not the potential for revenue growth and cost reduction but rather the enhanced performance of the brand, trust and reputation (Lacy et al., 2010). Hence, financial rewards seem not to be the prioritized key driver for sustainability-oriented actions, since most companies are not able to explicitly quantify the benefits of their activity (UN and Accenture, 2016). But even though ethical and environmental issues have become an essential component for the evaluation and selection of brands and potential consumers may care about ethical issues, they are unlikely to compromise on traditional product attributes, such as value, quality, price, and performance (Chen and Chang, 2012). Accordingly, examining the influence of a brands sustainability orientation - as perceived by consumers - on brand related factors such as brand reputation and perceived brand value is of special importance for marketing research and practice. For that reason, the present paper examines the effect of brand sustainability on brand reputation and customer perceived value of a brand. Therefore, a measurement instrument was developed, that considers implicit and explicit pathways of human information processing and thus combines conscious and unconscious evaluations of a brands sustainability. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.

Drawing both on international marketing literature (Steenkamp, Batra, & Alden, 2003) and value/risk research (Sweeny & Soutar, 2001; Mitchell, 1999), the current study investigates (1) how consumers’ perceptions of brand globalness/localness (PBG/PBL) influence their assessment of different dimensions of perceived value as well as the risk associated with making a purchase decision; and (2) how these value and risk assessments mediate the relationships between PBG/PBL and brand purchase intentions. We apply signaling theory (Kirmani & Rao, 2000) to relate PBG and PBL to consumers’ perceptions of risk as well as their perceptions of functional, emotional and social value. For empirical verification of the hypothesized relationships, we use comparable samples from two European countries that vary substantially in terms of economic development (Slovenia and Bosnia & Herzegovina). Results show that only emotional value serves as a consistent mediator of PBG and PBL on purchase intentions in both countries, whereas no mediating role could be identified for perceived risk. In terms of managerial implications, our findings reveal the importance of emphasizing the emotional value of a brand, which serves as a stable facilitator through which PBG/PBL influence consumers’ purchase intentions across the distinct market settings.

With the rapid development of network economy and information technology, customers through the internet platform to participate in product development and innovation, dominant the spread of value proposition engagement spread, etc., has become an important part of the creation of customer assets, as well as a profound change in brand management. This paper constructs a model of how the brand experience affects customer assets in the virtual branding community under the perspective of value co-creation, analysis the impact of value co-creation of customer participation (sponsored value co-creation and autonomous value co-creation), the motivation of value co-creation on brand experience, and then on customer assets. This paper also explores the regulatory effect of value proposition engagement in brand experience and customer asset. This study will use the involvement theory and the theory of stimulus-response for empirical research, and through the questionnaire survey of consumers, using SPSS20.0 and AMOS20.0 statistical software on the relevance of relevant variables to grasp, and carries on the analysis using structural equation model. The research of this paper will enrich the exposition and explanation of building a brand experience better through value co-creation in virtual brand community, and provide theoretical support and practical advice for the implementation and management of customer assets.

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers’ perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-

This study aims to examine the impact of perceived usefulness, perceived ease of use, site appearance, informativeness and perceived risk on online brand equity though the brand value chain. The study grounds from two theories: TAM and Perceived value approaches. Five hundred and six sets of questionnaires were used to analyze and produce the research results. The study found that perceived ease of use and informativeness were not related to the customer’s perceived functional value and emotional value on the brand while other factors were significantly related. The results of the study were discussed as well as the research conclusion and recommendations

Creating their brand images based on rich consumer experiences is becoming significant for retailers to differentiate themselves from competitors (Ailawadi and Keller 2004). Among multiple retailer attributes that have been argued by existing studies that influence overall image of the retailer, several researchers pointed out that personal encounters, such as those between employees and customers, may be more influential in communicating brand meaning than marketing-driven, mass-targeted messages (Cialdini 1993, Keller 2003, Sirianni et al. 2013) and referred to service employees as the “living brand” (Bendapudi and Bendapudi 2005).

Increasing attention has been paid to marketing and consumer behavior of luxury industry but research into value creation network and operational mechanisms is very limited. This study focuses on two aspects of the luxury industry: luxury brand and value chain, to inform a comprehensive understanding of the value creation process for high value added brands. In luxury industry, the key elements that create and deliver value are brand, design and research, production, distribution, and retail. A clear brand identity is found as the first step of this value chain, which influences the choices of all other activities. Luxury goods companies will align all the activities in line with brand identity to deliver consistent tangible and intangible values to end users. Furthermore, a luxury value chain is a holistic network with strong coordination among its elements. A combined approach of case study and secondary data collection is pursued. A sample of 9 luxury companies within 6 selected industries is investigated. Data is qualitatively collected via semi-structured interviews, document analysis, and observations as a triangulation approach for the purpose of ensuring the reliability of the research data. Multiple interviews of the general manager, industrial manager, brand/communication manager, creative director, and store manager are conducted in each company to achieve a broader perspective and also make data triangulation procedures possible. This research contributes to the luxury brands management as well as value chain concept. It discusses the value creation network and operational mechanism from a less explored corporate perspective. It unveils a secretive existence of brand in value generation process and further establishes a model to amplify the relationship between each activity in the value chain. Also, it expands the research of value chain into luxury industry. It argues that a supply leading value chain can also command a premium rather than the customer-centric value chain discussed by most researchers recently. It also provides valuable insights for companies who want to have a high-end market position. It shows that the widely adopted luxury strategy invented mainly by French and Italian companies employs fundamentally different rules from those of fast-moving consumer goods in mass market. In short, a luxury strategy is different in nature, not in level.

INTRODUCTION The term luxury usually defines not a category of products but a conceptual and symbolic set of dimensions. These dimensions comprise values that are strongly related to cultural elements and the wider socio-economic context (Vickers & Renand, 2003). Vickers and Renand (2003) recognised luxury goods as symbols of personal and social identity. Luxury is often used as a social marker, as a social stratification tool to reinforce a hierarchy (Okonkwo, 2010, Kapferer & Bastien, 2009). Due to the subjective nature of the luxury concepts and the complexity to define it, perceptions of luxury brands are not consistent across market segments and geographic locations (Phau & Prendergast, 2000), since they depend largely on each consumer's perception of indulgence. A common denominator between consumers in both Western and Eastern cultures is that the purchase of luxury brands serves to portray individuality and/or social standing (Nueno & Quelch, 1998; Vigneron & Johnson, 2004). Consumption of luxury brands is largely determined by social function attitudes (i.e. self-expression attitude and self-presentation attitude) as consumers express their individuality (e.g., need for uniqueness) and exhibits their social standing (e.g., self monitoring) through luxury brands (Wilcox et al., 2009). It is of growing importance for researchers and managers to understand how consumers' perceptions of value, influences buying criteria and behaviour (Tynan et al., 2010; Wiedmann, Hennigs, & Siebels, 2007). The perception of value by consumers is given a higher importance (Tynan et al., 2010) however the measurement of luxury value is not agreed amongst scholars and practitioners. Vigneron and Johnson (2004) proposed a structure of the luxury concept and presented the “brand luxury index” framework. Wiedmann et al. (2007) offered a conceptual model of luxury value perceptions highlighting four dimensions, namely: social, personal, functional, and financial values. Tynan et al. (2010) have adapted the earlier work by Smith and Colgate (2007) on generic value framework and suggested a conceptual model based on the following concepts: utilitarian, symbolic/ expressive, experiential/hedonic, relational, and cost/ sacrifice value. With the emergence of new concepts and levels of luxury, the measurement of value becomes even harder. According to Unity Marketing (2006) “…‘old luxury’ was about the attributes, qualities and features of the product and much of its appeal was derived from status and prestige. The new luxury consumer defines the category from their point of view. Today’s new luxury consumers focus on the experience of luxury embodied in the goods and services they buy, not in the ownership itself.” Robins and Ricca (2012) propose an alternative perspective on the established ‘new’ vs. ‘old’ luxury dichotomy. According to the authors, the more brands define themselves as belonging to the world of luxury, the more the concept becomes meaningless as luxury becomes ‘massified’. They introduce the concept of Meta-Luxury as a new form of luxury that escapes the cliché of luxury and establishes the “luxury beyond luxury”. In these complex scenarios, luxury brands are on a constant quest to remain relevant and maintain a sustainable competitive advantage. According to Beverland (2004) marketers now need to use “a complex combination of dedication to product quality, a strong set of values, tacit understanding of marketing, a focus on detail, and strategic emergence” in order to effectively manage luxury brands. With the recent focus on co-creation of value, luxury brand management has evolved to include dialogue and complex interactions between the brand owner, employee, customers and other social groups and communities (Tynan et al. 2010) making success factors harder to track. Purpose This paper aims to conceptualize a measurement tool that could be used in the evaluation and classification of a luxury brand’s performance and to assess how these dimensions evolve as the brand moves from mature towards more emerging luxury markets. This paper seeks to make a contribution, by providing a systematic review of the definitions of a luxury brand provided by various authors. It seeks to establish patterns and inconsistencies and to summarise them in a performance measurement matrix (the LPM framework) which can be used to identify growth strategies and to support future managerial developments. Design/methodology/approach The methodological approach followed in this paper was to systematically review the academic literature on luxury brands and to reduce the numerous factors cited as components and identifiers of luxury brands to a more manageable number of macro-themes. Through the analysis of the dimensions identified (with a further distinction between ‘new’ and ‘old’ luxury brands), the researchers intended to clarify the key elements of success that impact on brands competitiveness, leading to the definition of the items in the scale. In order to validate the elements, a survey was implemented to identify the most crucial indicators by building on the results of the systematic review. The aim of the survey was to clarify detailed criteria for each of the dimensions in order to construct an effective measurement scale. The scale was tested on four luxury brands selected amongst those perceived as ‘old’ / traditional luxury and ‘new’/emergent luxury. Findings Amongst academics and practitioners there is no common agreement or clear parameters that delineate what luxury is or the strategies such brands employ. This leads to confusion in the definition of the elements that constitute a luxury brand as well as in the brand management process. This paper proposes an alternative measurement scale to the Brand Luxury Index Scale developed by Vigneron and Johnson by focusing on a strategic overview of the performance of luxury brands in the UK market. It attempts to evaluate the performances of key luxury players by using a value-curve approach (Kim and Mauborgne, 2005) as a measurement tool. The value curve is a both a diagnostic and an action tool which captures the current state of play in the market space. The different constituents of the proposed Luxury Performance Matrix (LPM) should be considered when measuring the performance of a luxury brand and its capacity for value creation. The visual representation of the LPM model, allows marketers and brand managers to easily evaluate what aspects and strategic directions should be prioritized. It also allows to capture the brand’s performance across the key competitive factors of the industry and to determine which factors need to be raised above competition as way to increase competitiveness in the marketplace. The Luxury Performance Matrix proposed in this paper represents a major contribution to the measurement and evaluation of the competitive performances of established and ‘new’ luxury brands, in mature and emerging markets. Originality/value The proposed matrix will allow luxury brand managers to assess the current presence in the marketplace and develop more in-depth understanding of the brand’s performance. The findings provide valuable strategic insights for luxury brands operating across emerging and established product/market contexts.

Luxury brand marketers and advertisers are turning recent attention to social brand communities among users of luxury fashion brands (Ko & Megehee, 2012). Corporations or consumers build social brand communities to create authentic customer experiences, inspire interactivity, and enhance attitudes toward brand, brand loyalty, and purchase behavior. We look to structuration theory (Giddens, 1984) for providing new conceptual foundations for studying luxury brand communities (LBC) in the social media context. Our aim is to show that LBC strategies are effective for promoting luxury brands. Using structuration theory, we indicate that structure, integration, and interactivity provide conceptual frameworks for integrating and conceptualizing LBC. Our study is the first to use structuration theory concepts to develop a theoretical framework for LBC in the social media context. Through this study, we clarify (1) LBC structure, integration, and interactivity based on structuration theory in the social media context, (2) actual interaction and perceived interactivity of social media-based LBC, (3) structure, integration, and interactivity as they affect attitude, purchase intention, and brand loyalty as outcomes. Our clarifications suggest possible implications for luxury brand management practitioners. Marketing practitioners know that LBCs amplify customer relationships. Through this study, we offer insights to help luxury brand management practitioners understand customer behaviors in LBCs. Marketing practitioners will benefit from new ideas regarding how to develop and manage luxury brand strategies by understanding structure, integration, actual interaction, and perceived interactivity.

Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers’ perception of fashion brands positively. Nevertheless, the complexity of story design, still being rather focussed by the humanities, and its effective adaption for luxury fashion brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. We seek to fill this research gap. In our study, we chose a luxury brand’s existing story and applied story concepts of narratology to rearrange plot, characters, and style first. In a second step, we examined the effect of applying the story concepts by testing the perception of three different groups (no story, original story, and rearranged story). Using PLS path modelling, we proved our hypotheses empirically. Our examination suggests that an application of narrative concepts for creating fashion brand stories has a measurable impact on consumer’s reception and behavioural outcome. On the one hand, this involves dimensions of luxury value, such as financial, functional, individual, and social consumer perceptions as well as an overall likability perception of the brand. On the other hand, this perception obviously impacts consumption habits regarding luxury fashion as much as it is related to recommendation behaviour, willingness to pay a premium price, and purchase intentions. Our findings strongly advice to consult established theories, concepts, and models of the humanities for storytelling in marketing and management. While measuring specific elements already proves their applicability, it will be a major task for theoretical and qualitative research to discuss existing material for the demands of marketing and management as well as (fashion) brands. Even for professionals in brand management, our study advices to have a closer look on traditional storytelling concepts to create effective campaigns. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury fashion consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury fashion, brand management, and marketing storytelling. A luxury company may stimulate purchase behaviour with a storytelling campaign. Nevertheless our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers’ perception and behavioural outcome.

Mass customization refers to a strategy whereby online retailers provide individually tailored products and services to their customers and has been implemented by many retailers with the Internet technology. Many luxury brands such as Bottega Venetta, Louis Vuitton, and Salvatore Ferragamo, provide customization programs to better serve their customers, from engraving their initials on a product to creating a new design of a product. However, the expansion of the customization program to the luxury brands raises potential risk, such as loosening the brand identity and inability to satisfy customers. Despite high interests in mass customization programs and popularity of luxury brands, the effect of mass customization in luxury brands has not been explored. Addressing this gap in the literature, this study attempts to investigate how customized products of luxury brands influence perceived value, satisfaction, and loyalty. In addition, this study explores how consumers’ past loyalty toward a luxury brand influences perceived value of the customization. Hypotheses of the study were (1) Perceived value of a mass-customized product has a positive influence on satisfaction with product customization; (2) Satisfaction with product customization has a positive influence on brand loyalty; (3) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s past loyalty; (4) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s need for uniqueness. The research strategy of this study was survey methodology and the sample of the study was online shopping consumers. Online questionnaires were collected by an online survey firm. After visiting ‘BURBERRY BESPOKE’, a mass-customization program of a luxury brand, survey participants were asked to answer the questionnaire. The instrument tapped perceived value of a mass-customized product, satisfaction with product customization, past/future brand loyalty, and need for uniqueness. A total of 304 female online shoppers participated in the survey. The result of structural equation modeling found the positive effects of hedonic value and utilitarian value on satisfaction with product customization and the positive effect of the satisfaction on brand loyalty. The result of multiple group comparison analyses revealed the moderating roles of past loyalty and need for uniqueness in influencing the effects of perceived value of a mass-customized product on satisfaction. These findings of the study contribute to the literature in luxury brand retailing fields and suggested managerial implications to luxury brand retailers.