TY - JOUR
T1 - Luxury branding and the creator Economy
T2 - Emerging challenges and future avenues
AU - Prandelli, Emanuela
AU - Wang, Yajin
AU - Weijo, Henri
PY - 2024/9
Y1 - 2024/9
N2 - This paper identifies and discusses the main issues luxury brands should focus on when building relationships with content creators. We build on the most recent scholarship into luxury brand management as well as emerging evidence from recent initiatives put in place by some pioneers in the field, as recounted in interviews by both luxury brand managers and creator economy stakeholders. Specifically, our contribution wants to address two major challenges that luxury brands are facing in setting the right content creator ecosystem: how should creators be incorporated as strategic partners in luxury brands and how to leverage creators innovate luxury brands. Both theoretical implications and a clear set of managerial guidelines to orient luxury brands’ actions in the content creator economy are provided.
AB - This paper identifies and discusses the main issues luxury brands should focus on when building relationships with content creators. We build on the most recent scholarship into luxury brand management as well as emerging evidence from recent initiatives put in place by some pioneers in the field, as recounted in interviews by both luxury brand managers and creator economy stakeholders. Specifically, our contribution wants to address two major challenges that luxury brands are facing in setting the right content creator ecosystem: how should creators be incorporated as strategic partners in luxury brands and how to leverage creators innovate luxury brands. Both theoretical implications and a clear set of managerial guidelines to orient luxury brands’ actions in the content creator economy are provided.
KW - Creator economy
KW - Luxury branding
KW - Managerial challenges
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=ceibs_wosapi&SrcAuth=WosAPI&KeyUT=WOS:001306148700001&DestLinkType=FullRecord&DestApp=WOS_CPL
U2 - 10.1016/j.ijresmar.2024.07.004
DO - 10.1016/j.ijresmar.2024.07.004
M3 - Journal
SN - 0167-8116
VL - 41
SP - 455
EP - 467
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 3
ER -