Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory Perspective

Marina Leban, Ben Voyer

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research : Volume 43
EditorsKristin Diehl, Carolyn Yoon, Duluth
Number of pages5
Publication date2015
Publication statusPublished - 2015
Externally publishedYes

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