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Consumer-based approach to customer engagement - The case of luxury brands

机译:基于消费者的客户参与方法-奢侈品牌案例

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The current study investigates a customer-based approach to customer engagement with a focus on behavioral engagement manifestations. Utilizing theories of social motives and positive psychology, the study proposes that desire and social value are related to consumers to engage with luxury fashion brands, and that such engagement leads to subjective well-being. The data was collected at a well-known venue for luxury fashion brands in Lisbon. The results show that social motives are indeed significantly related to customer engagement which affects an individual's subjective well-being. Some customer engagement behaviors partially mediate the relationship between social motives and well-being. Discussion of these findings and implications for the literature and practitioners conclude the paper.
机译:当前的研究调查了一种基于客户的客户参与方法,重点是行为参与表现。该研究利用社会动机和积极心理学的理论,认为欲望和社会价值与消费者与奢侈品牌互动有关,并且这种互动可以带来主观幸福感。数据是在里斯本的一家著名奢侈时尚品牌场所收集的。结果表明,社会动机确实与客户敬业度显着相关,客户敬业度影响个人的主观幸福感。一些客户参与行为部分地调节了社会动机与幸福感之间的关系。对这些发现及其对文献和从业者的意义的讨论总结了本文。

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