Co-creating value for luxury brands

Tynan, Caroline; McKechnie, Sally; Chhuon, Celine

doi:10.1016/j.jbusres.2009.10.012

Cited by 719 publications

(601 citation statements)

References 47 publications

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“…High involvement wine tourists often buy luxury wines, which, according to Beverland (2006), are those priced at USD 100 or more for a bottle; buyers of luxury wines often behave like this due to hedonic motivations related to enhanced personal pleasure and richer experiences (Terrien & Steichen, 2008;Tynan, McKechnie, & Chhuon, 2010). Bruwer and Alant (2009) have linked such hedonic motivations not only to wine consumption, but also to wine tourism experiences.…”

Section: Involvement Wine and Wine Tourismmentioning

confidence: 99%

Segmenting Wine Tourists on the Basis of Involvement with Wine

Nella¹,

Christou²

2014

Journal of Travel & Tourism Marketing

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ABSTRACT. As involvement with wine may vary significantly among wine consumers and wine tourists, segmentation based on product involvement seems to be a reasonable choice. A multinational sample of 517 winery visitors is divided into three groups of low, medium, and high involvement levels; similarities and differences are examined. Results confirm that it is meaningful to segment winery visitors on the basis of their involvement with wine, as important differences can be identified in terms of visitation motives and patterns, demographic characteristics, relationship with wine, previsit attitudes towards the winery, evaluation of the winery experience, post-visit attitudes, and future behavioral intentions. Management and marketing implications are discussed.

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Section: Involvement Wine and Wine Tourismmentioning

confidence: 99%

Segmenting Wine Tourists on the Basis of Involvement with Wine

Nella¹,

Christou²

2014

Journal of Travel & Tourism Marketing

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“…To date the marketing literature has predominantly focused upon the positive value created by luxury fashion brands for those firms who sell, and the customers who buy them (Fionda & Moore, 2009;Tynan, McKechnie & Chhuon, 2010;Wiedmann et al, 2009). Using the lens of institutional theory and Polonsky et al's (2003) and Previte and Fry's (2006) 'harm chain' frameworks, it is possible to systematically consider those negative externalities associated with the marketing of luxury fashion brands, which are potentially damaging breaches of faith for the overall reputation of the industry and the firms within.…”

Section: Institutional Forces and The 'Harm Chain' Within Luxury Fashmentioning

confidence: 99%

“…Moreover, most business sector studies adopt a managerial outlook at the expense of ignoring the consumer perspective (see Tynan, McKechnie, & Chhuon, 2010). Therefore, this paper seeks to explore the potential for value co-creation as well as harmful outcomes linked to luxury fashion marketing activities, and suggests how these harms may be addressed.…”

mentioning

confidence: 99%

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Carrigan

Moraes

McEachern

2013

Journal of Marketing Management

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“…In general, customers' contributions and behaviour are distinguished (Hutter, Hautz, Fueller, Mueller & Matzler, 2011). According to the authors' approach, other studies describe the attributes of co-creation from activities' perspective (Gebauer, Johnson & Enquist, 2010), the customer (Tynan, McKechnie & Chhuon, 2010), capability (Fujioka, 2009), experience (Gentile, Spiller & Noci, 2007;Prahalad & Ramaswamy, 2004), the roles (Andreu, Sánchez & Mele, 2010;Grönroos, 2008), service (Vargo, Maglio & Akaka, 2008), and the value (Ueda, Takenaka & Fujita, 2008). Durugbo & Pawar (2014) developed a unified model of cocreation that integrates the functions of a supplier and consumers' involvement based on existing value-in-exchange and value-in-use and in order to select co-creation techniques.…”

Section: Introductionmentioning

confidence: 99%

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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According to service dominant logic (SDL), customers are always active participants and collaborative partners in exchanges; therefore we should focus on the elements of consumer behaviour that are connected with the value co-creation. By involving the customers in service production, providers can capture customers' needs and maintain their competitiveness. The cutomers' roles may lead to a higher productivity and competitive quality for companies. Previous researches recognized two types of the customers' co-creation behaviour. First, it is the consumers' participation behaviour. Then, the other one is the consumers' citizenship behaviour. The goal of our study is to examine how the level of involvement influences two kinds of behaviour mentioned. Besides, we explore if respondents' participation behaviour or citizenship behaviour influence the perceived value of service provided. In 2015, for examination of our research questions, we carried out a quantitative research and applied quota sampling to obtain data from two target groups (X and Y generations). The activity and attitude of individuals related to performance of an extra-role in service interaction is less favourable than the required in-role behaviour. According to the results of our survey, the level of involvement influences the customers' mandatory behaviour and volunteer behaviour when working on a co-creation value. Empirically verifiable, the service users' activity in a value creation affects customers' value of the service.

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Co-creating value for luxury brands

Cited by 719 publications

References 47 publications

Segmenting Wine Tourists on the Basis of Involvement with Wine

Segmenting Wine Tourists on the Basis of Involvement with Wine

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

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