Consumer-based approach to customer engagement – The case of luxury brands

Consumer-based approach to customer engagement – The case of luxury brands The current study investigates a customer-based approach to customer engagement with a focus on behavioral engagement manifestations. Utilizing theories of social motives and positive psychology, the study proposes that desire and social value are related to consumers to engage with luxury fashion brands, and that such engagement leads to subjective well-being. The data was collected at a well-known venue for luxury fashion brands in Lisbon. The results show that social motives are indeed significantly related to customer engagement which affects an individual's subjective well-being. Some customer engagement behaviors partially mediate the relationship between social motives and well-being. Discussion of these findings and implications for the literature and practitioners conclude the paper. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Consumer-based approach to customer engagement – The case of luxury brands

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.05.003
Publisher site
See Article on Publisher Site

Abstract

The current study investigates a customer-based approach to customer engagement with a focus on behavioral engagement manifestations. Utilizing theories of social motives and positive psychology, the study proposes that desire and social value are related to consumers to engage with luxury fashion brands, and that such engagement leads to subjective well-being. The data was collected at a well-known venue for luxury fashion brands in Lisbon. The results show that social motives are indeed significantly related to customer engagement which affects an individual's subjective well-being. Some customer engagement behaviors partially mediate the relationship between social motives and well-being. Discussion of these findings and implications for the literature and practitioners conclude the paper.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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