Building a luxury brand on Instagram: The case of Delvaux (notice n° 1106790)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02249cam a2200325 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250413012925.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Tack, Ineke |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Building a luxury brand on Instagram: The case of Delvaux |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 39 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This case study examines Delvaux’s Instagram marketing activities using Kim and Ko’s (2012) conceptual framework of the five dimensions of social media marketing activities, namely entertainment, interaction, trendiness, customization, and word of mouth. More specifically, based on a survey among 195 luxury consumers, a structural equation model is developed to explore how each of these dimensions affect customer brand equity and purchase intentions. The study demonstrates that trendiness, entertainment, and word of mouth have a positive impact on customer brand equity. Moreover, entertainment and word of mouth reinforce purchase intention, while trendiness had a significant negative effect on purchase intention. Furthermore, it was found that the effect of consumer’s overall impression of Delvaux’s Instagram marketing activities on purchase intention is partly mediated by customer brand equity. These findings suggest that luxury brands’ marketing efforts on Instagram could have significant positive effects on customer brand equity and, consequently, purchase intention, and thus provide further evidence that social media marketing can be an important and cost-effective marketing tool for luxury brands in the digital age. JEL codes: M30, M31 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | customer brand equity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fashion industry |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | luxury |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social media marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sponsored content |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | customer brand equity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fashion industry |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | luxury |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social media marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sponsored content |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | de Veirman, Marijke |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hudders, Liselot |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Marché et organisations | o 37 | 1 | 2020-01-10 | p. 55-71 | 1953-6119 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-marche-et-organisations-2020-1-page-55?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-marche-et-organisations-2020-1-page-55?lang=en&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux