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  • From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment

    Author(s)
    Quach, Sara
    Thaichon, Park
    Griffith University Author(s)
    Thaichon, Park
    Thaichon, Sara Q.
    Year published
    2017
    Metadata
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    Abstract
    This exploratory study examines the processes of value co-creation and co-destruction between luxury brands and consumers from the consumer perspective using the social resource theory. The study adopted a qualitative, inductive approach using a sample of 24 in-depth interviews with luxury customers, both local residents and tourists, in Thailand. Love, status, information, and services are the four main types of resources involved in online interactions between luxury brands and customers. It is acknowledged that customers have different expectations, determining the way which they use their resources in interaction with ...
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    This exploratory study examines the processes of value co-creation and co-destruction between luxury brands and consumers from the consumer perspective using the social resource theory. The study adopted a qualitative, inductive approach using a sample of 24 in-depth interviews with luxury customers, both local residents and tourists, in Thailand. Love, status, information, and services are the four main types of resources involved in online interactions between luxury brands and customers. It is acknowledged that customers have different expectations, determining the way which they use their resources in interaction with the brand. In addition, the co-creation and co-destruction of the luxury brand experience include conversations and sophisticated interactions between many parties, such as the brand itself, staff, customers, and other related groups, for example, consumption communities and social network users.
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    Journal Title
    Journal of Business Research
    Volume
    81
    DOI
    https://doi.org/10.1016/j.jbusres.2017.06.015
    Subject
    Marketing Theory
    Marketing
    Publication URI
    http://hdl.handle.net/10072/351284
    Collection
    • Journal articles

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