The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

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Brogi, Stefano ; Calabrese, Armando ; Campisi, Domenico ; Capece, Guendalina ; Costa, Roberta ; Di Pillo, Francesca (2013)
  • Publisher: InTech
  • Journal: International Journal of Engineering Business Management, volume 5, issue Godište 2013 (issn: 1847-9790, eissn: 1847-9790)
  • Related identifiers: doi: 10.5772/56854
  • Subject: Web 2.0 Technologies | Luxury Fashion Industry | Management. Industrial management | Online Marketing | HD28-70 | Online Brand Communities; Web 2.0 Technologies; Online Marketing; Brand Equity; Luxury Fashion Industry | Brand Equity | Technological innovations. Automation | Online Brand Communities | HD45-45.2
    acm: ComputerSystemsOrganization_MISCELLANEOUS

Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” This is even more true today than it was back then. Indeed, Web 2.0 te... View more
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