The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry
Other literature type, Article
Di Pillo, Francesca
- Publisher: InTech
International Journal of Engineering Business Management,
(issn: 1847-9790, eissn: 1847-9790)
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
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...