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

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.



Citation:

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.

Authors

Gachoucha Kretz, ISC Paris School of Management, France



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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