The paper identifies the key strategic concepts used by luxury fashion brands to enhance value perception by consumers. While doing so, a measurement tool is developed, which could be used in the evaluation and classification of luxury brands for both emerging and established markets. The...

Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can...