Skip to main content
main-content
Top

Hint

Swipe to navigate through the chapters of this book

2021 | OriginalPaper | Chapter

5. Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

Authors : Wilson Ozuem, Michelle Willis

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

share
SHARE

Abstract

Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OBCs mainly examined the role of customer satisfaction and retention, it has neglected the role and level of customer participation in complex OBCs, particularly in the luxury fashion industry. By drawing on existing studies, this chapter presents a customers’ participation filter model for OBCs’ participation. The proposed model opens up interesting avenues for future research on the level of customer participation in OBCs and suggests practical lessons for the development of marketing strategies.
Literature
go back to reference Fang, C., & Zhang, J. (2019). Users’ continued participation behavior in social Q&A communities: A motivation perspective. Computers in Human Behaviour, 92, 87–109. CrossRef Fang, C., & Zhang, J. (2019). Users’ continued participation behavior in social Q&A communities: A motivation perspective. Computers in Human Behaviour, 92, 87–109. CrossRef
go back to reference Kübler, R. V., Colicev, A., & Pauwels, K. H. (2019). Social media’s impact on the consumer mindset: When to use which sentiment extraction tool? Journal of Interactive Marketing, 50, 136–155. CrossRef Kübler, R. V., Colicev, A., & Pauwels, K. H. (2019). Social media’s impact on the consumer mindset: When to use which sentiment extraction tool? Journal of Interactive Marketing, 50, 136–155. CrossRef
go back to reference Meek, S., Ryan, M., Lambert, C., & Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research, 100, 234–244. CrossRef Meek, S., Ryan, M., Lambert, C., & Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research, 100, 234–244. CrossRef
go back to reference Muniz, A. M., & O’Guinn, T. C. (2001a). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef Muniz, A. M., & O’Guinn, T. C. (2001a). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef
go back to reference Ozuem, W., Thomas, T., & Lancaster, G. (2016a). The influence of customer loyalty on small island economies: An empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef Ozuem, W., Thomas, T., & Lancaster, G. (2016a). The influence of customer loyalty on small island economies: An empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef
go back to reference Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef
go back to reference Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. CrossRef Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. CrossRef
go back to reference Aksoy, L., van Riel, A., Kandampully, J., Wirtz, J., den Ambtman, A., Bloemer, J., et al. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223–244. CrossRef Aksoy, L., van Riel, A., Kandampully, J., Wirtz, J., den Ambtman, A., Bloemer, J., et al. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223–244. CrossRef
go back to reference Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. CrossRef Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. CrossRef
go back to reference Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word-of-mouth on dissatisfied customers: A frustration—Aggression perspective. Psychology & Marketing, 37(4), 564–577. CrossRef Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word-of-mouth on dissatisfied customers: A frustration—Aggression perspective. Psychology & Marketing, 37(4), 564–577. CrossRef
go back to reference Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. CrossRef Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. CrossRef
go back to reference Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. CrossRef Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. CrossRef
go back to reference Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555–577. CrossRef Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555–577. CrossRef
go back to reference Bernritter, S. F., Verlegh, P. W., & Smit, E. G. (2016). Why nonprofits are easier to endorse on social media: The roles of warmth and brand symbolism. Journal of Interactive Marketing, 33, 27–42. CrossRef Bernritter, S. F., Verlegh, P. W., & Smit, E. G. (2016). Why nonprofits are easier to endorse on social media: The roles of warmth and brand symbolism. Journal of Interactive Marketing, 33, 27–42. CrossRef
go back to reference Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. CrossRef Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. CrossRef
go back to reference Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychological contract perspective. Journal of Business Research, 103, 34–44. CrossRef Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychological contract perspective. Journal of Business Research, 103, 34–44. CrossRef
go back to reference Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149–162. CrossRef Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149–162. CrossRef
go back to reference Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284–291. CrossRef Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284–291. CrossRef
go back to reference Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. CrossRef Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. CrossRef
go back to reference Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872–1888. CrossRef Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872–1888. CrossRef
go back to reference Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468–481. CrossRef Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468–481. CrossRef
go back to reference de Almeida, S., Scaraboto, D., dos Santos Fleck, J., & Dalmoro, M. (2018). Seriously engaged consumers: Navigating between work and play in online brand communities. Journal of Interactive Marketing, 44, 29–42. CrossRef de Almeida, S., Scaraboto, D., dos Santos Fleck, J., & Dalmoro, M. (2018). Seriously engaged consumers: Navigating between work and play in online brand communities. Journal of Interactive Marketing, 44, 29–42. CrossRef
go back to reference de Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250–262. CrossRef de Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250–262. CrossRef
go back to reference Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. CrossRef Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. CrossRef
go back to reference Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. CrossRef Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. CrossRef
go back to reference Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef
go back to reference Hanaki, N., Peterhansl, A., Dodds, P. S., & Watts, D. J. (2007). Cooperation in evolving social networks. Management Science, 53(7), 1036–1050. CrossRef Hanaki, N., Peterhansl, A., Dodds, P. S., & Watts, D. J. (2007). Cooperation in evolving social networks. Management Science, 53(7), 1036–1050. CrossRef
go back to reference He, Y., Chen, Q., Lee, R., & Pohlmann, A. (2017). Consumers’ role performance and brand identification: Evidence from a survey and a longitudinal field experiment. Journal of Interactive Marketing, 38(2), 1–11. CrossRef He, Y., Chen, Q., Lee, R., & Pohlmann, A. (2017). Consumers’ role performance and brand identification: Evidence from a survey and a longitudinal field experiment. Journal of Interactive Marketing, 38(2), 1–11. CrossRef
go back to reference Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef
go back to reference Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55–71. CrossRef Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55–71. CrossRef
go back to reference Hu, M., Chen, J., Chen, Q., & He, W. (2020). It pays off to be authentic: An examination of direct versus indirect brand mentions on social media. Journal of Business Research, 117, 19–28. CrossRef Hu, M., Chen, J., Chen, Q., & He, W. (2020). It pays off to be authentic: An examination of direct versus indirect brand mentions on social media. Journal of Business Research, 117, 19–28. CrossRef
go back to reference Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. CrossRef Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. CrossRef
go back to reference Kara, S., Vredeveld, A. J., & Ross, W. T., Jr. (2018). We share; we connect: How shared brand consumption influences relational brand connections. Psychology & Marketing, 35(5), 325–340. CrossRef Kara, S., Vredeveld, A. J., & Ross, W. T., Jr. (2018). We share; we connect: How shared brand consumption influences relational brand connections. Psychology & Marketing, 35(5), 325–340. CrossRef
go back to reference Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. CrossRef Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. CrossRef
go back to reference Kumar, J. (2019). How psychological ownership stimulates participation in online brand communities? The moderating role of member type. Journal of Business Research, 105, 243–257. CrossRef Kumar, J. (2019). How psychological ownership stimulates participation in online brand communities? The moderating role of member type. Journal of Business Research, 105, 243–257. CrossRef
go back to reference Kupfer, A. K., Pähler vor der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The role of the partner brand’s social media power in brand alliances. Journal of Marketing, 82(3), 25–44. Kupfer, A. K., Pähler vor der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The role of the partner brand’s social media power in brand alliances. Journal of Marketing, 82(3), 25–44.
go back to reference Lickel, B., Hamilton, D. L., Wieczorkowska, G., Lewis, A., Sherman, S. J., & Uhles, A. N. (2000). Varieties of groups and the perception of group entitativity. Journal of Personality and Social Psychology, 78(2), 223. CrossRef Lickel, B., Hamilton, D. L., Wieczorkowska, G., Lewis, A., Sherman, S. J., & Uhles, A. N. (2000). Varieties of groups and the perception of group entitativity. Journal of Personality and Social Psychology, 78(2), 223. CrossRef
go back to reference Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355–369. CrossRef Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355–369. CrossRef
go back to reference Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103–123. CrossRef Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103–123. CrossRef
go back to reference Malinen, S. (2015). Understanding user participation in online communities: A systematic literature review of empirical studies. Computers in Human Behavior, 46, 228–238. CrossRef Malinen, S. (2015). Understanding user participation in online communities: A systematic literature review of empirical studies. Computers in Human Behavior, 46, 228–238. CrossRef
go back to reference Mathwick, C., & Mosteller, J. (2016). Online reviewer engagement: A typology based on reviewer motivations. Journal of Service Research, 20(2), 204–218. CrossRef Mathwick, C., & Mosteller, J. (2016). Online reviewer engagement: A typology based on reviewer motivations. Journal of Service Research, 20(2), 204–218. CrossRef
go back to reference Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832–849. CrossRef Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832–849. CrossRef
go back to reference Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79–89. CrossRef Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79–89. CrossRef
go back to reference Mousavi, S., Roper, S., & Keeling, K. A. (2017). Interpreting social identity in online brand communities: Considering posters and lurkers. Psychology & Marketing, 34(4), 376–393. CrossRef Mousavi, S., Roper, S., & Keeling, K. A. (2017). Interpreting social identity in online brand communities: Considering posters and lurkers. Psychology & Marketing, 34(4), 376–393. CrossRef
go back to reference Muller, E., & Peres, R. (2019). The effect of social networks structure on innovation performance: A review and directions for research. International Journal of Research in Marketing, 36(1), 3–19. CrossRef Muller, E., & Peres, R. (2019). The effect of social networks structure on innovation performance: A review and directions for research. International Journal of Research in Marketing, 36(1), 3–19. CrossRef
go back to reference Muniz, A. M., & O’Guinn, T. C. (2001b). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef Muniz, A. M., & O’Guinn, T. C. (2001b). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef
go back to reference Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. CrossRef Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. CrossRef
go back to reference Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807–832. CrossRef Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807–832. CrossRef
go back to reference Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9/10), 1059–1083. CrossRef Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9/10), 1059–1083. CrossRef
go back to reference Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116. Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116.
go back to reference Ozuem, W., Thomas, T., & Lancaster, G. (2016b). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef Ozuem, W., Thomas, T., & Lancaster, G. (2016b). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef
go back to reference Park, M., Im, H., & Kim, H. Y. (2018). “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands. Journal of Business Research, 117, 529–542. CrossRef Park, M., Im, H., & Kim, H. Y. (2018). “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands. Journal of Business Research, 117, 529–542. CrossRef
go back to reference Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. CrossRef Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. CrossRef
go back to reference Ramaswamy, V., & Ozcan, K. (2016). Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing, 33(1), 93–106. CrossRef Ramaswamy, V., & Ozcan, K. (2016). Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing, 33(1), 93–106. CrossRef
go back to reference Ranfagni, S., Crawford Camiciottoli, B., & Faraoni, M. (2016). How to measure alignment in perceptions of brand personality within online communities: Interdisciplinary insights. Journal of Interactive Marketing, 35, 70–85. CrossRef Ranfagni, S., Crawford Camiciottoli, B., & Faraoni, M. (2016). How to measure alignment in perceptions of brand personality within online communities: Interdisciplinary insights. Journal of Interactive Marketing, 35, 70–85. CrossRef
go back to reference Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and positive word of mouth in social network brand communities. International Journal of Research in Marketing, 33(1), 42–58. CrossRef Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and positive word of mouth in social network brand communities. International Journal of Research in Marketing, 33(1), 42–58. CrossRef
go back to reference Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing, 24(1), 14–21. CrossRef Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing, 24(1), 14–21. CrossRef
go back to reference Shukla, P., & Drennan, J. (2018). Interactive effects of individual-and group-level variables on virtual purchase behavior in online communities. Information & Management, 55(5), 598–607. CrossRef Shukla, P., & Drennan, J. (2018). Interactive effects of individual-and group-level variables on virtual purchase behavior in online communities. Information & Management, 55(5), 598–607. CrossRef
go back to reference Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. CrossRef Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. CrossRef
go back to reference Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing, 27(4), 347–368. CrossRef Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing, 27(4), 347–368. CrossRef
go back to reference Sun, N., Rau, P. P. L., & Ma, L. (2014). Understanding lurkers in online communities: A literature review. Computers in Human Behavior, 38, 110–117. CrossRef Sun, N., Rau, P. P. L., & Ma, L. (2014). Understanding lurkers in online communities: A literature review. Computers in Human Behavior, 38, 110–117. CrossRef
go back to reference Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15–42. CrossRef Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15–42. CrossRef
go back to reference Tsai, H. T., Huang, H. C., & Chiu, Y. L. (2012). Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents. Journal of Business Research, 65(5), 676–684. CrossRef Tsai, H. T., Huang, H. C., & Chiu, Y. L. (2012). Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents. Journal of Business Research, 65(5), 676–684. CrossRef
go back to reference van Meter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don’t just “Like” me, promote me: How attachment and attitude influence brand related behaviors on social media. Journal of Interactive Marketing, 43, 83–97. CrossRef van Meter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don’t just “Like” me, promote me: How attachment and attitude influence brand related behaviors on social media. Journal of Interactive Marketing, 43, 83–97. CrossRef
go back to reference van Slyke, C., Ilie, V., Lou, H., & Stafford, T. (2007). Perceived critical mass and the adoption of a communication technology. European Journal of Information Systems, 16(3), 270–283. CrossRef van Slyke, C., Ilie, V., Lou, H., & Stafford, T. (2007). Perceived critical mass and the adoption of a communication technology. European Journal of Information Systems, 16(3), 270–283. CrossRef
go back to reference Vock, M., Dolen, W. V., & Ruyter, K. D. (2013). Understanding willingness to pay for social network sites. Journal of Service Research, 16(3), 311–325. CrossRef Vock, M., Dolen, W. V., & Ruyter, K. D. (2013). Understanding willingness to pay for social network sites. Journal of Service Research, 16(3), 311–325. CrossRef
go back to reference Wang, Y., Stoner, J. L., & John, D. R. (2019). Counterfeit luxury consumption in a social context: The effects on females’ moral disengagement and behavior. Journal of Consumer Psychology, 29(2), 207–225. CrossRef Wang, Y., Stoner, J. L., & John, D. R. (2019). Counterfeit luxury consumption in a social context: The effects on females’ moral disengagement and behavior. Journal of Consumer Psychology, 29(2), 207–225. CrossRef
go back to reference Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. CrossRef Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. CrossRef
go back to reference Wilcox, K., & Stephen, A. T. (2013). Are close friends the enemy? Online social networks, self-esteem, and self-control. Journal of Consumer Research, 40(1), 90–103. CrossRef Wilcox, K., & Stephen, A. T. (2013). Are close friends the enemy? Online social networks, self-esteem, and self-control. Journal of Consumer Research, 40(1), 90–103. CrossRef
go back to reference Willis, M. (2018). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.), Leveraging computer-mediated marketing environments. IGI Global: Hershey. Willis, M. (2018). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.), Leveraging computer-mediated marketing environments. IGI Global: Hershey.
go back to reference Willis, M., Ng, R., & Chitran, V. (2019). Exploring the relationship between customer participation and online brand community and consumer loyalty. Interdisciplinary Journal of Economics and Business Law, 9(special issue), 72–111. Willis, M., Ng, R., & Chitran, V. (2019). Exploring the relationship between customer participation and online brand community and consumer loyalty. Interdisciplinary Journal of Economics and Business Law, 9(special issue), 72–111.
go back to reference Willis, M., Ozuem, W., & Ng, R. (2019b). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omnichannel retailing strategies for fashion and luxury brands. Boca Raton, FL: Brown Walker Press. Willis, M., Ozuem, W., & Ng, R. (2019b). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omnichannel retailing strategies for fashion and luxury brands. Boca Raton, FL: Brown Walker Press.
go back to reference Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing, 76(6), 121–140. CrossRef Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing, 76(6), 121–140. CrossRef
go back to reference Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890–895. CrossRef Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890–895. CrossRef
Metadata
Title
Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
Authors
Wilson Ozuem
Michelle Willis
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_5