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|Title:||The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship||Authors:||Koronaki, Eirini
Kyrousi, Antigone G.
Panigyrakis, George G.
|Keywords:||Arts-based initiatives;Brand attachment;Brand loyalty;Luxury brands;Value creation||Category:||Media and Communications||Field:||Social Sciences||Issue Date:||1-Apr-2018||Source:||Journal of Business Research, Volume 85, April 2018, Pages 406-413||Journal:||Journal of Business Research||Abstract:||This paper discusses how Arts-Based Initiatives offered to consumers can function as a source of value creation. The conceptual model proposes that brand connoisseurs’ despite not being physically present in such initiatives, derive emotional value which positively affects brand loyalty through the mediating role of brand attachment. The findings of a study investigating how consumers respond to this emerging practice by luxury brands reported, largely confirm the relevant hypotheses. Relevant theoretical implications include the extension of previous conceptualizations of this practice and the contribution to understanding relevant consumer responses, while the findings also suggest that luxury brand managers can use Arts-Based Initiatives as a relationship-strengthening tool that transcends geographical barriers.||ISSN:||01482963||DOI:||10.1016/j.jbusres.2017.10.018||Rights:||© 2017 Elsevier Inc.||Type:||Article|
|Appears in Collections:||Άρθρα/Articles|
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