Sustaining the luxury brand on the Internet

By U. Okonkwo. 2009

307 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/0dafd23bb0ec34e3e30c183e857e8f34959c9679

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Sara Kamal
2. Hyunjoo Im
3. Emma Beuckels
4. Xia Liu
5. A. Burns
6. Iryna Pentina
7. Anca C. Micu
8. Hyunju Shin

In Sociology and Political Science

1. Sara Kamal
2. Hyunjoo Im
3. Emma Beuckels
4. Xia Liu
5. A. Burns
6. Hyunju Shin
7. Hye-young Kim
8. Shu-Chuan Chu

Citations in the corpus

• “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands (2020, background): “In other words, because an online store symbolizes increased accessibility of products and brands due to its ubiquity (Okonkwo, 2009), consumers may perceive the luxury brands as being close, accessible, and within reach, which subsequently undermines exclusivity perceptions of the brands.”
• Understanding consumers' responses toward social media advertising and purchase intention toward luxury products (2013, background): “The growth of affluent online users will affect the online demand for luxury brands as well as sales of luxury products (Okonkwo, 2009).”
• An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context (2016, background): “Products sold on the internet are only one click away from the consumer and available regardless of time and space (Okonkwo, 2009).”
• Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing (2019, background): “…be-tween luxury brands and mass-media platforms (e.g., social media) has traditionally been questioned due to the brands' needs to manage un-iqueness and exclusivity and to develop one-to-one relationships with selected customers (Heine & Berghaus, 2014; Okonkwo, 2009; Quach & Thaichon, 2017).”
• Exploring Social Media Engagement Behaviors in the Context of Luxury Brands (2018, background): “…flagship stores, luxury brands are now increasingly embracing innovative communication and retailing technologies and, as a result, face the challenge of maintaining their brand integrity in the era of ubiquitous consumer-generated content (Kwon, Ratneshwar, and Thorson 2017; Okonkwo 2009).”