Luxury branding and the creator Economy: Emerging challenges and future avenues

IF 5.9 2区 管理学 Q1 BUSINESS
Emanuela Prandelli , Yajin Wang , Henri Weijo
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引用次数: 0

Abstract

This paper identifies and discusses the main issues luxury brands should focus on when building relationships with content creators. We build on the most recent scholarship into luxury brand management as well as emerging evidence from recent initiatives put in place by some pioneers in the field, as recounted in interviews by both luxury brand managers and creator economy stakeholders. Specifically, our contribution wants to address two major challenges that luxury brands are facing in setting the right content creator ecosystem: how should creators be incorporated as strategic partners in luxury brands and how to leverage creators innovate luxury brands. Both theoretical implications and a clear set of managerial guidelines to orient luxury brands’ actions in the content creator economy are provided.

奢侈品品牌与创造者经济:新出现的挑战和未来的途径
本文指出并讨论了奢侈品牌在与内容创作者建立关系时应关注的主要问题。我们以奢侈品牌管理方面的最新学术研究为基础,并根据奢侈品牌管理者和内容创作者经济利益相关者的访谈,从这一领域的一些先驱者最近采取的举措中获得新的证据。具体而言,我们希望解决奢侈品牌在建立正确的内容创作者生态系统时面临的两大挑战:如何将创作者纳入奢侈品牌的战略合作伙伴,以及如何利用创作者创新奢侈品牌。我们将为奢侈品牌在内容创作者经济中的行动提供理论意义和一套明确的管理指南。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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