Karl Lagerfeld to Erdem
Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration,...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , |
| التنسيق: | article |
| منشور في: |
2019
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/14034 https://doi.org/10.1057/s41262-018-00146-2 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1057/s41262-018-00146-2 |
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| _version_ | 1864513468748529664 |
|---|---|
| author | Mrad, Mona |
| author2 | Farah, Maya F. Haddad, Stephanie |
| author2_role | author author |
| author_facet | Mrad, Mona Farah, Maya F. Haddad, Stephanie |
| author_role | author |
| dc.creator.none.fl_str_mv | Mrad, Mona Farah, Maya F. Haddad, Stephanie |
| dc.date.none.fl_str_mv | 2019 2022-09-23T09:36:09Z 2022-09-23T09:36:09Z 2022-09-23 |
| dc.identifier.none.fl_str_mv | 1350-231X http://hdl.handle.net/10725/14034 https://doi.org/10.1057/s41262-018-00146-2 Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1057/s41262-018-00146-2 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Journal of Brand Management |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Karl Lagerfeld to Erdem a series of collaborations between designer luxury brands and fast-fashion brands |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_2c1e400d64150b500f09b1cae4e1e06a |
| identifier_str_mv | 1350-231X Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14034 |
| publishDate | 2019 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Karl Lagerfeld to Erdema series of collaborations between designer luxury brands and fast-fashion brandsMrad, MonaFarah, Maya F.Haddad, StephanieNumerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance.Published2022-09-23T09:36:09Z2022-09-23T09:36:09Z20192022-09-23Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article1350-231Xhttp://hdl.handle.net/10725/14034https://doi.org/10.1057/s41262-018-00146-2Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://link.springer.com/article/10.1057/s41262-018-00146-2enJournal of Brand Managementinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/140342022-09-23T09:36:22Z |
| spellingShingle | Karl Lagerfeld to Erdem Mrad, Mona |
| status_str | publishedVersion |
| title | Karl Lagerfeld to Erdem |
| title_full | Karl Lagerfeld to Erdem |
| title_fullStr | Karl Lagerfeld to Erdem |
| title_full_unstemmed | Karl Lagerfeld to Erdem |
| title_short | Karl Lagerfeld to Erdem |
| title_sort | Karl Lagerfeld to Erdem |
| url | http://hdl.handle.net/10725/14034 https://doi.org/10.1057/s41262-018-00146-2 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1057/s41262-018-00146-2 |