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



Share Proceeding

Featured papers

See More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

Read More

Featured

Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume

Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.