FASHION Student’s Name Course Professor Institution State Date Fashion Abstract The primary focus of value co-creation has been ensuring that there is a personal interaction between the consumers and a company. Customers create value jointly which creates a platform for them to share knowledge participate actively in the manufacturing process and express their specific requirements adequately. Therefore the company is responsible for creating this platform for active customer participation. There has been an experienced growth in the market for luxury brands over the years most of it being attributed to value co-creation. This approach is also imperative in that it enhances customer retention and leads to distinctive shopping experiences. The primary objective of this paper is therefore to evaluate how value co-creation by luxury brands can result in unique shopping experiences and customer retention. An inductive approach was used whereby qualitative data collection methods were utilized that is semi-structured Brand Management 16(5) pp.311-322.Mark M. Eyssell K. and Campbell B. (2010). The ethics of data collection and analysis. New Directions for Evaluation 2010(82) pp.47-56.Moore C.M. and Doyle S.A. 2010. The evolution of a luxury brand: the case of Prada. International Journal of Retail & Distribution Management 38(11/12) pp.915-927.Ranjan K. and Read S. (2014). Value co-creation: concept and measurement. J. of the Acad. Mark. Sci. 44(3) pp.290-315.Tynan C. McKechnie S. and Chhuon C. 2010. Co-creating value for luxury brands. Journal of Business Research 63(11) pp.1156-1163.Valta M. and Vianelli D. 2016. Brand Experiences Retail Scenarios and Brand Images in the Fashion Industry. Handbook of Research on Global Fashion Management and Merchandising p.444.Yi Y. and Gong T. 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research 66(9) pp.1279-1284.Zhang X. and Chen R. 2012. Examining the mechanism of the value co-creation with customers. International Journal of Production Economics 116(2) pp.242-250. [...]
2500 words assignment which does not include appendix and executive summary.