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Les marques de luxe à la conquête des blogs personnels de mode : équilibre des relations entre lectrice, blogueuse et marque de luxe

Author

Listed:
  • Karine Cissé-Depardon

    (URCA - Université de Reims Champagne-Ardenne)

  • Soraya Zouari

Abstract

Luxury brands targeting personal fashion blogs: study of the balance of relationships between reader, blogger and luxury brand This article focuses on the balance of relationships between reader, fashion blogger and luxury brand following the presence of the luxury brand in the fashion blog. Further to an exploratory case study based on a netnography of six French fashion blogs and to an analysis via the software Sphinx Quali, outcomes reveal 1) factors which impact the relationships; and 2) situations of balance and imbalance inside each of these factors. We propose managerial implications to facilitate the implementation of a positive and balanced relationship between a luxury brand, a blogger and her readers.

Suggested Citation

  • Karine Cissé-Depardon & Soraya Zouari, 2016. "Les marques de luxe à la conquête des blogs personnels de mode : équilibre des relations entre lectrice, blogueuse et marque de luxe," Post-Print hal-02309266, HAL.
    • Handle: RePEc:hal:journl:hal-02309266
    DOI: 10.7193/DM.083.67.95
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    Cited by:

    1. Rémi Evrard & Laure Lavorata, 2018. "Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature," Post-Print hal-02737839, HAL.

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