Karl Lagerfeld to Erdem

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dc.contributor.author Mrad, Mona
dc.contributor.author Farah, Maya F.
dc.contributor.author Haddad, Stephanie
dc.date.accessioned 2022-09-23T09:36:09Z
dc.date.available 2022-09-23T09:36:09Z
dc.date.copyright 2019 en_US
dc.date.issued 2022-09-23
dc.identifier.issn 1350-231X en_US
dc.identifier.uri http://hdl.handle.net/10725/14034
dc.description.abstract Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance. en_US
dc.language.iso en en_US
dc.title Karl Lagerfeld to Erdem en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle a series of collaborations between designer luxury brands and fast-fashion brands en_US
dc.author.school SOB en_US
dc.author.idnumber 199705300 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Journal of Brand Management en_US
dc.journal.volume 26 en_US
dc.journal.issue 5 en_US
dc.article.pages 567-582 en_US
dc.keywords Co-branding en_US
dc.keywords Fashion en_US
dc.keywords Luxury brands en_US
dc.keywords Fastfashion brands en_US
dc.identifier.doi https://doi.org/10.1057/s41262-018-00146-2 en_US
dc.identifier.ctation Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582. en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://link.springer.com/article/10.1057/s41262-018-00146-2 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US

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