Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5109376 | Journal of Business Research | 2017 | 10 Pages |
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 interactions between luxury brands and customers. It is acknowledged that customers have different expectations, determining the way which they use their resources in interaction with the brand. In addition, the co-creation and co-destruction of the luxury brand experience include conversations and sophisticated interactions between many parties, such as the brand itself, staff, customers, and other related groups, for example, consumption communities and social network users.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Sara Quach, Park Thaichon,