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.

    References listed on IDEAS

    as
    1. Pangarkar, Aniruddha & Arora, Vibha & Shukla, Yupal, 2022. "Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Banik, Shanta & Gao, Yongqiang, 2023. "Exploring the hedonic factors affecting customer experiences in phygital retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Sinan Aral & Chrysanthos Dellarocas & David Godes, 2013. "Introduction to the Special Issue ---Social Media and Business Transformation: A Framework for Research," Information Systems Research, INFORMS, vol. 24(1), pages 3-13, March.
    4. Nosi, Costanza & D’Agostino, Antonella & Maria Pagliuca, Margherita & Alberto Pratesi, Carlo, 2014. "Saving for old age: Longevity annuity buying intention of Italian young adults," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 51(C), pages 85-98.
    5. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    6. Smit, Edith & Bronner, Fred & Tolboom, Maarten, 2007. "Brand relationship quality and its value for personal contact," Journal of Business Research, Elsevier, vol. 60(6), pages 627-633, June.
    7. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    8. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
    9. W. Batat, 2022. "What Does Phygital Really Mean? A Conceptual Introduction to the Phygital Customer Experience (PH-CX) Framework," Post-Print hal-04444804, HAL.
    10. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    11. Cristina Mele & Tiziana Russo Spena & Marialuiza Marzullo & Irene Bernardo, 2023. "The phygital transformation: a systematic review and a research agenda," Italian Journal of Marketing, Springer, vol. 2023(3), pages 323-349, September.
    12. Jones, Valerie K., 2018. "Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(3), pages 233-245, December.
    13. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    14. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    15. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    16. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    17. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    18. Banik, Shanta, 2021. "Exploring the involvement-patronage link in the phygital retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Alexander, Bethan & Kent, Anthony, 2022. "Change in technology-enabled omnichannel customer experiences in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chiara Bartoli, 2022. "Consumer self-concept and digitalization: what does this mean for brands?," Italian Journal of Marketing, Springer, vol. 2022(4), pages 419-437, December.
    2. Wang, Ping & Li, Kunyang & Du, Qinglong & Wang, Jianqiong, 2024. "Customer experience in AI-enabled products: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Guerreiro, João & Loureiro, Sandra Maria Correia, 2023. "I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships," Journal of Business Research, Elsevier, vol. 161(C).
    5. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    6. Ying Ding & Sunxu Xu, 2023. "Detrimental impact of contagious disease cues on consumer preference for anthropomorphic products," Marketing Letters, Springer, vol. 34(1), pages 139-153, March.
    7. Vlachos, Pavlos A. & Vrechopoulos, Adam P., 2012. "Consumer–retailer love and attachment: Antecedents and personality moderators," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 218-228.
    8. Miikka J. Lehtonen & J. Tuomas Harviainen & Annakaisa Kultima, 2023. "How monetization mechanisms in mobile games influence consumers’ identity extensions," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 113-136, March.
    9. Mian Wang & Jamie Marsden & Ezgi Oguz & Briony Thomas, 2023. "Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?," Sustainability, MDPI, vol. 15(23), pages 1-14, December.
    10. Cheikh-Ammar, Mustapha, 2024. "Toward a theory of technology desirability: Blending task and feature fit with mutual values," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Navid Bahmani & Amit Bhatnagar & Dinesh Gauri, 2022. "Hey, Alexa! What attributes of Skills affect firm value?," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1219-1235, November.
    12. Debra Grace & Mitchell Ross & Ceridwyn King, 2018. "Brand fidelity: a relationship maintenance perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 577-590, November.
    13. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    14. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    15. László SEER, 2020. "Toward A Threshold Model Of Consumer Autonomy For Human-Smart System Interactions: A Qualitative Study," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 15, pages 57-69, June.
    16. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    17. Silvia Biraghi & Rossella Chiara Gambetti & Angela Antonia Beccanulli, 2020. "Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism," Italian Journal of Marketing, Springer, vol. 2020(2), pages 163-187, September.
    18. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    19. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    20. Nitin Upadhyay & Aakash Kamble, 2024. "Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 855-872, September.

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.