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dc.contributor.authorQuach, Sara
dc.contributor.authorThaichon, Park
dc.date.accessioned2018-03-20T12:30:32Z
dc.date.available2018-03-20T12:30:32Z
dc.date.issued2017
dc.identifier.issn0148-2963
dc.identifier.doi10.1016/j.jbusres.2017.06.015
dc.identifier.urihttp://hdl.handle.net/10072/351284
dc.description.abstractThis 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom163
dc.relation.ispartofpageto172
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume81
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing theory
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350608
dc.titleFrom connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorThaichon, Sara Q.


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