"You've got great taste": An Ingratiation Theory Perspective on the Specificitiesof Online Luxury Brand Communities

This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining st...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 43; pp. 379 - 383
Main Authors Leban, Marina, Voyer, Ben
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2015
Subjects
Brands
Luxuries
Netnography
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Summary:This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.
ISSN:0098-9258