Consuming Branded Stories: a Netnography of Fashion and Luxury Blog Consumption

Gachoucha Kretz, ISC Paris School of Management, France
How do fashion and luxury blog readers internalize and transform branded narratives provided by popular blogs they read ? A Netnography and in-depth interviews show that blog readers set up branded stories' consumption strategies (Initiation, Imitation, Information and Inspiration) that help understand blogger’s potential influence on consumer-brand relationships.
[ to cite ]:
Gachoucha Kretz (2012) ,"Consuming Branded Stories: a Netnography of Fashion and Luxury Blog Consumption ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1057-1058.