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Purpose– The purpose of this paper is to conceive the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers’...
Purpose– The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach– The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels...
Purpose– The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be...
Purpose– The purpose of this paper is to examine the co-creation of small and medium enterprise (SME) designer fashion brands during internationalisation. Design/methodology/approach– As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38...
Purpose– The purpose of this paper is to explore how interior spaces can be differently represented across home magazines of different background and target audiences. And investigates how visual texts can differentiate a brand, increase brand loyalty and target different market segments....
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