IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2023y2023i4d10.1007_s43039-023-00081-4.html
   My bibliography  Save this article

Consumer–brand relationship in the phygital age: a study of luxury fashion

Author

Listed:
  • Chiara Bartoli

    (LUISS Guido Carli, Libera Università Internazionale degli Studi Sociali)

  • Costanza Nosi

    (LUMSA University)

  • Alberto Mattiacci

    (University of Rome)

  • Francesca Bertuccioli

    (University of Rome)

Abstract

This study focuses on hybrid consumption experiences that originate from encounters between the physical and the digital realms. The aim is to analyze brand-driven phygital environments to uncover the relationship between consumers and brands that is established within hybrid consumption spaces. Given its exploratory nature, the study adopts a mixed-methods qualitative type of research design; it includes a multiple-case analysis, a diary-based survey, and a focus group, and it concentrates on five phygital projects of four Italian luxury fashion brands. The analysis reveals nine relevant building blocks of phygital brand environments (PBEs) that pertain to the direction of experience, the environmental features, and customers’ reactions. Moreover, the study provides an early interpretative framework regarding the effects that these constituents of PBEs exert on the consumer-brand relationship (CBR). The work uncovers relevant managerial implications highlighting brand-driven phygital spaces as strategic tools for luxury fashion companies to provide consumers with additional relational value that is generated through encounters between physical stores, digital technology, humans and brands.

Suggested Citation

  • Chiara Bartoli & Costanza Nosi & Alberto Mattiacci & Francesca Bertuccioli, 2023. "Consumer–brand relationship in the phygital age: a study of luxury fashion," Italian Journal of Marketing, Springer, vol. 2023(4), pages 429-450, December.
    • Handle: RePEc:spr:ijmark:v:2023:y:2023:i:4:d:10.1007_s43039-023-00081-4
    DOI: 10.1007/s43039-023-00081-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-023-00081-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-023-00081-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijmark:v:2023:y:2023:i:4:d:10.1007_s43039-023-00081-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.