Chanel Invites You Backstage! Photo Narrative and Vip Emotions in Luxury Brands’ Social Media Communication

Lim, Heejin; Childs, Michelle; Cuevas, Leslie; Lyu, Jewon

doi:10.15444/gmc2018.04.03.07

Cited by 2 publications

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…For example, Chanel shows behind the scenes footage which customers have wanted to see (Trinh, 2016). Lim et al (2018) found that backstage storytelling in luxury brands' social media communication positively impacts consumers' attitudes towards a brand's Instagram, brand evaluations and self-brand connection. As exemplified, luxury fashion brands' social media communication conveys brand intimacy to the public.…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 96%

“…As exemplified, luxury fashion brands' social media communication conveys brand intimacy to the public. Unlike their official webpage, their social media sites provide intimate details such as preparation for collection and designers' daily lives (Lim et al , 2018), demonstrating their sociability and warmth.…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration

Joo

Kim

2021

JFMM

View full text Add to dashboard Cite

PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.

show abstract

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 96%

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration

Joo

Kim

2021

JFMM

View full text Add to dashboard Cite

show abstract

From Traditional to Post-modern Value of Luxury

Stępień

2020

Palgrave Advances in Luxury

View full text Add to dashboard Cite

This chapter attempts to define luxury and show how and why its meaning and perception evolved over time. An attempt to define luxury shows what an ambiguous, subjective and changeable concept we are dealing with. In addition to analyzing traditional and emerging features of luxury the history of the development of the luxury goods market is also presented. The description of the successive stages of development of the luxury market as a business and the changing approach to luxury (in terms of the types of goods considered to be luxurious and their availability) reflects a gradual shift from goods available to the few anointed with power to their mass dissemination.

show abstract

Chanel Invites You Backstage! Photo Narrative and Vip Emotions in Luxury Brands’ Social Media Communication

Cited by 2 publications

References 0 publications

Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration

Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration

From Traditional to Post-modern Value of Luxury

Contact Info

Product

Resources

About