Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters

Eunha Choi, Eunju Ko, Angella J. Kim

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23 Citations (Scopus)

Abstract

This study investigates luxury brand value co-creation processes. The authors use a mixed method approach to examine the relationships among encounter attributes, consumer value, brand value, and purchase intentions. In-depth interviews with Chanel customers reveal their reactions to their digital marketing and art marketing value co-creation experiences. Structural equation modeling analysis shows that the experiences influence customer value, customer value then influences brand value, and brand value then influences purchase intentions. Findings suggest that marketers should emphasize emotional and experiential aspects during customer–brand interaction encounters.

Original languageEnglish
Pages (from-to)5827-5832
Number of pages6
JournalJournal of Business Research
Volume69
Issue number12
DOIs
Publication statusPublished - 2016 Dec 1

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All Science Journal Classification (ASJC) codes

  • Marketing

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