Understanding luxury brand communities: Why do consumers join brand communities, a study framework

Abstract

The shift towards digital sales and the increasing pace at which fashion trends change increases the need for a customer base which stays loyal to the brand despite the changes. Luxury brands especially face the risk of diminished customer loyalty in the face of changing trends and increased price comparisons as their brand plays a large role in the value proposition of their products. In face of this challenge, brand communities emerge as potential spaces where such loyal consumers can be found. This thesis examines the existing research into brand communities, revealing a gap in mixed-method studies of brand communities. Moreover, studies focusing on the luxury fashion industry and its brand communities are sparse despite the substantial size of the industry. The research question of the thesis is: How can qualitative research methods complement quantitative approaches in comprehending luxury brand communities? The output is a research framework for studying luxury brand community members and especially what drives them to join the communities. The framework is a three-part mixed-method framework, which can be used to study a singular luxury brand’s brand community, catering to the unique context of luxury fashion. This framework aids researchers and marketers by offering insight into consumer behavior, brand loyalty and the value gained from membership to a brand community.