Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers

Volume: 25, Issue: 4, Pages: 357 - 364
Published: Jul 18, 2016
Abstract
Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images...
Paper Details
Title
Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers
Published Date
Jul 18, 2016
Volume
25
Issue
4
Pages
357 - 364
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