Does fashion week enhance city brand equity? The impact of fashion destination experience on e-WOM and revisit intention

Tourism Review, Год журнала: 2025, Номер unknown

Опубликована: Фев. 24, 2025

Purpose This study aims to investigate the impact of fashion destination experience through week on city brand equity, e-word mouth and revisit intention. Design/methodology/approach A survey was conducted targeting 301 tourists who had previously visited Paris during week. AMOS used carry out structural equation modeling analyses. Findings Fashion event positively affects e-WOM intention city. Perceived quality, one equity’s attributes, no significant influence in context experience. Originality/value focuses role equity visitor behavior. The findings will help tourism managers understand effect experiences develop plans.

Язык: Английский

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Community and Consumer Dynamics in NFTs: Understanding Digital Asset Value Through Social Engagement

Journal of Consumer Behaviour, Год журнала: 2025, Номер unknown

Опубликована: Март 18, 2025

ABSTRACT While non‐fungible tokens (NFTs) have emerged as a significant blockchain application, research has largely focused on market dynamics rather than consumer behavior. Through in‐depth interviews with 21 NFT consumers and netnographic analysis of Discord interactions (109,517 words), this study develops comprehensive framework explaining the evolution from initial purchase to sustained or discontinued interest in NFTs. The findings reveal that while profit expectations drive purchases, strong community bonds social identity formation are crucial for maintaining engagement. Specifically, active participation, both before after creates self‐reinforcing cycle where engagement directly influences valuation. However, unfulfilled perceived abandonment by project leaders often lead disillusionment. extends Need‐to‐Belong Social Identity Theory digital asset context, demonstrating how communities serve platforms expression emotional support, transcending purely financial motivations. For practitioners, suggest sustainable projects should prioritize building transparent leadership over short‐term speculation. This provides first longitudinal behavior, offering insights into assets can create enduring value through merely speculative trading.

Язык: Английский

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Content Characteristics and Customer Purchase Behaviors in Nonfungible Token Digital Artwork Trading

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 65 - 65

Опубликована: Апрель 4, 2025

Despite the growing popularity of digital artworks that use nonfungible tokens (NFTs), systematic frameworks for analyzing content characteristics driving NFT artworks’ creation, sale, and collection remain underdeveloped. Drawing on key insights from a diffusion innovations, social identity, value-based adoption theories, this study constructed conceptual model identified six factors: uniqueness, profitability, prestige, community engagement, collectability, compatibility. These factors’ effects consumer purchasing behavior were investigated using perceived value as mediator. Empirical data collected 300 Chinese participants analyzed multiple regression analysis. The significant direct compatibility identified. Uniqueness prestige found to exert indirect mediated by value. Furthermore, fuzzy-set qualitative comparative analysis uncovered configurations sufficient high behavior. It highlighted low engagement necessary condition underscored attributes’ synergistic interplay in shaping decisions. By integrating these attributes into conceptualization synthesizing theoretical insights, enhances understanding Recommendations are provided creators platforms improve quality, cater diverse preferences, enhance user experiences, thereby promoting sustainable growth.

Язык: Английский

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Toward D2A: Enhancing Luxury Fashion With Seamless and Immersive Phygital Customer Experiences

International Journal of Consumer Studies, Год журнала: 2025, Номер 49(2)

Опубликована: Март 1, 2025

ABSTRACT This study explores direct‐to‐avatar (D2A) strategies—where brands engage directly with consumer avatars in virtual environments—in the luxury fashion retail sector, focusing on enhancing customer engagement and creating a seamless phygital (physical + digital) experience through immersion. Situated at crossroads of physical digital realms, this research assesses how immersive experiences contribute to perceived seamlessness within D2A direct‐to‐consumer (D2C) frameworks. Employing mixed‐method approach, including qualitative interviews brand managers three experimental design studies, paper addresses relatively underexplored effects marketing. Our findings reveal that immersion significantly boosts perceptions channel engagement, empowerment playing key amplifying role seamlessness–engagement relationship. enriches marketing strategies by highlighting pivotal crafting engaging unified experiences, offering practical insights thrive landscape.

Язык: Английский

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Does Luxury Fashion Shape Consumers’ Perception Differently in the Real World Versus the Metaverse? A Comparative Study on Wearer Evaluation

International Journal of Human-Computer Interaction, Год журнала: 2024, Номер unknown, С. 1 - 16

Опубликована: Окт. 18, 2024

As the metaverse's significance becomes more widely recognized, people are increasingly expressing their identities in virtual spaces, acquiring luxury fashion items that would be difficult to obtain reality, and willingly engaging interactions with others. Despite prominence of metaverse as key aspects lifestyle, comprehensive research on influence consumption others is still lacking. Based stereotype content model theory costly signaling theory, this study investigates relationship between perceptions, traits, emotions, evaluations brand space types. A total 266 survey responses were analyzed. Results show a significant interaction effect type (luxury vs. non-luxury) (real world metaverse) trait emotion. Furthermore, positive correlation found perception, trait, emotion, evaluation. Academic practical implications discussed.

Язык: Английский

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Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth

International Journal of Advertising, Год журнала: 2024, Номер unknown, С. 1 - 20

Опубликована: Ноя. 7, 2024

The proliferation of digital technologies and the development virtual reality (VR) have enabled fashion industry to implement shows, thereby improving consumer experience. This study explores effect imaginary space created by shows on consumers' perceived benefit, risk, brand word-of-mouth (WOM). A survey is conducted investigate how consumers perceive its effectiveness as a marketing tool. identified four aspects space: immersion, interaction, agency, presence. Using stimulus–organism–response model, this finds significant generation WOM. Furthermore, found that benefit risk mediate relationship between Empirical findings can help academics practitioners manage VR campaigns using shows.

Язык: Английский

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Tailoring customer segmentation strategies for luxury brands in the NFT market – The case of SUPERGUCCI

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104121 - 104121

Опубликована: Окт. 13, 2024

Язык: Английский

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