Log of Organization Research sixty five (2012) 1480–1486
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Record of Organization Research
Do social media marketing actions enhance buyer equity? A great empirical study of luxury fashion brand☆
Angella L. Kim a, 1, Eunju Ko n, ⁎
College or university of Minnesota, College of Design Department of Design and style, Housing, and Apparel, 346 McNeal Lounge, 1985 Buford Avenue St Paul, MN 55108, UNITED STATES University, College or university of Man Ecology Division of Garments and Fabrics, 262 Seongsanno, Seodaemun-gu, The samsung company Hall 318, Seoul 120-749, Republic of Korea
Received 1 Dec 2010
Received in modified form you June 2011
Accepted one particular August 2011
Available online twenty-eight October 2011
Perceived social media marketing (SMM)
In light of any growing interest in the use of social media (SMM) between luxury fashion brands, this study attempted to identify attributes of SMM activities and take a look at the associations among all those perceived actions, value fairness, relationship fairness, brand value, customer equity, and purchase objective through a strength equation unit. Five constructs of identified SSM actions of extravagance fashion brands are entertainment, interaction, trendiness, customization, and word of mouth. Their very own effects about value value, relationship value, and manufacturer equity happen to be signiﬁcantly confident. For the relationship between client equity drivers and client equity, brand equity offers signiﬁcant unfavorable effect on customer equity whilst value value and marriage equity display no signiﬁcant effect. As for purchase objective, value value and relationship equity acquired signiﬁcant results, while relationship equity had no signiﬁcant inﬂuence. Finally, the relationship among purchase objective and buyer equity offers signiﬁcance. The ﬁndings of the study may enable high-class brands to forecast the future purchasing habit of their customers more accurately and provide a guide to handling their assets and marketing activities as well.
© 2011 Elsevier Inc. Most rights arranged.
1 . Advantages
The luxury market has obtained maturity, combined with the gradual expansion of the scope of it is market and a rapid progress in the volume of customers. Extravagance market is a higher value-added sector basing in high company assets. Because of the increased demand for luxury in emerging market segments such as China and tiawan, India, as well as the Middle East, opportunities are plentiful to expand the business these days. In the past, high-class fashion brands could depend on strong manufacturer assets and secure regular customers. Nevertheless , the the latest entrance of several fashion brands into the luxurious market, and then heated competition, signals unexpected changes in the industry. A decline in sales relevant to a global downturn in the economy drives luxury businesses to alter. Now they can no longer depend solely on the brand sign but must focus on manufacturer legacy, top quality, esthetic benefit, and trusted customer interactions in order to do well. A key component to extravagance industry turns into providing ideals to consumers in every possible way.
☆ The authors gratefully acknowledge the reading and revision recommendations by C. Anthony Di Benedetto and Rajan Nataraajan to an previous draft. The authors alone are responsible for a lot of limitations and errors which may relate to the analysis and the daily news. ⁎ Related author. Tel.: + 82 2 2123 3109.
Tel.: & 1 612 624 2254.
0148-2963/$ – see front side matter © 2011 Elsevier Inc. Almost all rights arranged. doi: 10. 1016/j. jbusres. 2011. 12. 014
As a method to comprise customer possessions through powerful communication with consumers, luxurious brands have got tilted their particular eyes toward social media. Promoting communication using social media such as Twitter, Fb, and Vimeo...
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