Marie‐Cécile Cervellon and Anne‐Sophie Wernerfelt
The purpose of this paper is to investigate the knowledge content on green fashion and the expectations regarding the sustainable supply chain held by consumers and shared within…
Abstract
Purpose
The purpose of this paper is to investigate the knowledge content on green fashion and the expectations regarding the sustainable supply chain held by consumers and shared within online communities. In sustainable and eco‐sectors, the supply chain is of outmost concern for consumers, as most benefits derived from the eco‐purchase are linked to the green and ethical credentials of the supply chain.
Design/methodology/approach
A netnographic approach is used. Discussions on green fashion were collected in two green fashion forums over two periods (2007‐2008 and 2010‐2011) and were content analyzed.
Findings
Results show a switch in knowledge content between the two periods, from a focus on sustainability to a focus on fashion. Also, there is an evolution in the nature of knowledge content, being initially subjective and becoming more objective and showing expertise during the last period studied. As the communities gain maturity, members are interested in sharing precise knowledge on a variety of aspects linked to the sustainable supply chain, including fabric, materials, manufacturing processes, transportation, distribution, and recycling or re‐use of fashion items. In addition, the role of the members evolves toward educating newcomers and sustaining the development of the green fashion sector.
Originality value
This research contributes to the field by offering an original perspective on the green fashion supply chain and consumer vision of the industry, through the point of view of major actors and online communities. It advocates for a consumer orientation in the building of sustainable fashion supply chains.
Details
Keywords
To analyze the market reception of multi-authored works of art through the lens of collaborative old master paintings (“formal/prestige collaboration”). This paper tests whether…
Abstract
Purpose
To analyze the market reception of multi-authored works of art through the lens of collaborative old master paintings (“formal/prestige collaboration”). This paper tests whether multi-authored attribution strategies (i.e. naming two artists as brand names) affect buyers' willingness to pay differently from single-authored works in the auction market.
Design/methodology/approach
This case study focuses on collaborative paintings by Flemish masters, based on a data set comprising 11,630 single-authored and collaborative paintings auctioned between 1946 and 2015. Hedonic regressions have been employed to test whether or not co-branded artworks are differently valued by buyers and how the reputation of each artist might influence valuation.
Findings
Despite the opportunity for buyers to purchase one artwork with two brand names, this study reveals that the average value of collaborative paintings is statistically lower than that of single-authored paintings. This is especially true when a reputed master was involved in the collaboration. The present findings suggest that the valuable characteristics of formal collaborations (i.e. double brand name, dual authorship and reputation, high-quality standards) are no longer perceived and valued as such by buyers, and that co-branding can affect the artist brand equity because of a contagion effect. We argue that integral authorship is more valued than partial authorship, suggesting that the myth of the artist as a lone genius is still well-anchored in purchasing habits.
Research limitations/implications
Prestige collaborations are a very particular form of early co-branding in the art world, with limited data available. Further research should consider larger samples to reiterate the analysis on other collaboration forms in order to challenge the current findings.
Practical implications
Researchers and living artists should be aware that brand building and co-branding are marketing strategies that may generate negative effects on prices in the art market. The perceived and market value of co-branded works are time-varying, and depends on both the context of reception of these works and the reputation of the artists at time t.
Originality/value
This market segment has never been considered in art market studies, although formal collaboration is one of the earliest documented forms of co-branding in the art world. This paper provides new empirical evidence from the auction market, based on buyers' willingness to pay, and it further highlights the reception of multi-authored art objects in Western art markets that particularly value individual creators.
Details
Keywords
Retail brands (RBs) have become a strategic feature of the grocery industry. Their role in building consumer loyalty is usually taken for granted and yet has not been completely…
Abstract
Purpose
Retail brands (RBs) have become a strategic feature of the grocery industry. Their role in building consumer loyalty is usually taken for granted and yet has not been completely identified. The purpose of this paper is to raise the question of the relationship between RBs and store loyalty.
Design/methodology/approach
Correlations, simple and multiple regressions were carried out, and the mediating and moderating nature of two variables was verified according to Baron and Kenny's recommendations.
Findings
The results show that the increase in RB satisfaction and loyalty influences store loyalty, and that attitude toward RB products has a moderating effect on the relationships between RB satisfaction and loyalty. They also show that this moderating influence is greater for an identifiable retail brand than for an unidentifiable retail brand.
Research limitations/implications
Further research would consist in probing the relationship between a customer and different types of RBs. It would be appropriate to assess this relationship by pinning down the influence of product categories and working in other psychological variables like attachment, trust or price sensitivity as well as behavioral data.
Practical implications
These findings highlight the value of consumer RB satisfaction and loyalty, and suggest that managers develop marketing insights to enhance the loyalty‐building capacity of their own brands, by specifically addressing whether or not these are clearly identified as brands of a store.
Originality/value
The idea of analyzing the influence of RBs on store loyalty using three classic dimensions of brand management (satisfaction, loyalty, and attitude) yet untapped in the specific case of RBs, and distinguishing between two specific types of RBs.