Online brand advocates of luxury fashion accessories

This study observes brand advocacy and online brand advocates behaviours. The research is using a netnographic approach to uncover perceptions, behaviours and characteristics of online brand advocates within the framework of the loyalty ladder and online brand communities in the context of luxury fashion accessories, particularly handbags. The study analyses discussions, conversations and activities in four online communities. The findings show that brand advocates perceive hedonic values of luxury fashion accessories such as being a source of happiness, fulfilment and belonging. Frequent participation in discussions and activities with others brand fans in the online communities can increase advocacy level and love for the brands, and subsequently turn participants into active brand advocates. Positive word-of-mouth, recommending, defending and sharing love for fashion brands are the key online advocacy behaviours which are caused by love and passion for luxury fashion accessories. The findings also suggest that brand advocacy may not be a stable state depending on the favour and love of the brands at a particular point of time. Thus, brand advocates can exhibit advocacy behaviours for several fashion brands simultaneously. The study makes a contribution to brand advocacy by extending the loyalty ladder with the behaviours and characteristics of online luxury fashion brand advocates. The research provides insights to online advocacy which will be beneficial to both academic research and provide valuable feedback to brand managers.