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2021 | OriginalPaper | Buchkapitel

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

verfasst von: Wilson Ozuem, Michelle Willis

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

Verlag: Springer International Publishing

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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.
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Zurück zum Zitat 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.
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Zurück zum Zitat 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
Metadaten
Titel
Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
verfasst von
Wilson Ozuem
Michelle Willis
Copyright-Jahr
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_5