From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Abstract
This 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...
Paper Details
Title
From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Published Date
Dec 1, 2017
Journal
Volume
81
Pages
163 - 172
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Notes
History