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Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

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주제분류경영학

초록

Today’s consumers tend to focus on uniqueness and on personal and intangible valueswhen making purchase decisions. Thus, companies undertake such innovative strategiesas brand collaborations, especially in the fashion industry where brands collaboratewith artists, celebrities or other brands to raise awareness, build relationships andachieve competitive advantage through differentiation. However, researchers havenot yet focused specifically on luxury and SPA brands to examine how certain fashioncollaboration types affect consumer responses and long-term company – customerrelationships. In this study, the authors consider luxury and SPA fashion brandcollaboration cases and defines their impacts on consumer response and relationships interms of customer equity drivers, customer lifetime value and customer loyalty. The paperconcludes with several academic and industry-related implications to enable furthergrowth of this profitable and innovative brand strategy.

Abstract

Today’s consumers tend to focus on uniqueness and on personal and intangible valueswhen making purchase decisions. Thus, companies undertake such innovative strategiesas brand collaborations, especially in the fashion industry where brands collaboratewith artists, celebrities or other brands to raise awareness, build relationships andachieve competitive advantage through differentiation. However, researchers havenot yet focused specifically on luxury and SPA brands to examine how certain fashioncollaboration types affect consumer responses and long-term company – customerrelationships. In this study, the authors consider luxury and SPA fashion brandcollaboration cases and defines their impacts on consumer response and relationships interms of customer equity drivers, customer lifetime value and customer loyalty. The paperconcludes with several academic and industry-related implications to enable furthergrowth of this profitable and innovative brand strategy.

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