Theoretical contributions

7 Discussion

Drawing on a qualitative approach, this study identifies CE types in the context of LFBs and analyzed how such CE influences the SC from the perspective of Millennials. Following a customer-centered approach in combination with a holistic consideration of CE, as defined by Hollebeek (2011a, 2011b), and the integration of the four-dimensional concept of the self, introduced by Sirgy (1980), this study faces the previously identified gap (see chapter 3). Accordingly, the subsequent chapter serves to discuss the findings with regard to their theoretical contribution and their respective managerial im-plications. Furthermore, the limitations of the research are highlighted and subsequent possibilities for future research are proposed.

place after CE, they do not reveal what CE may look like in the mind of customers in form of a mental expression of being engaged (Chiang et al., 2017; France et al., 2016; Sprott et al., 2009).

As a result, there is generally no description and classification of CE that focuses on both, actually performed activities as well as mental expressions of CE. Also, with respect to LFBs such a classifi-cation is not available. Pentina et al. (2018) recognize the absence of such a distinct list of executed CE activities in the luxury context and try to close this gap at least for the social media sector, how-ever, they only refer to the behavioral dimension. In conclusion, there is neither a general classifica-tion of CE types taking into account both behavioral- and mental expressions, that could have been transferred to or verified for the context of LFBs, nor a classification of CE types specific to the area of LFBs.

By applying a qualitative and explorative approach, this gap is addressed and 19 CE types, that are relevant with respect to LFBs, are identified in the master thesis at hand. These are again divided into four categories, namely Offline, Online, Off- & Online and Mind in order to carry out a first attempt to structure the respective types.

Amongst the 19 CE types, some are in line with previously identified CEBs, including CEBs that have not been specifically identified for the luxury fashion industry. One of these is the purchase of products, which is also noted by Kumar et al. (2010) and Kumar and Pansari (2016). At the same time, this finding is in contrast to authors who do not count the purchase as CE activity per se. Fol-lowing such an approach, exemplarily van Doorn et al. (2010) and Gummerus et al. (2012) only refer to purchasing activities that go beyond the actual purchase of a specific product, such as cross-buying and retention. By showing that the purchase in general is perceived as CE in the study at hand, the study contributes to existing literature as findings of Kumar et al. (2010) and Kumar and Pansari (2016) are confirmed and furthermore transferred to the field of LFBs. The findings indicate that the purchase of LFBs is perceived as CE due to the high symbolic value of luxury fashion products and

Moreover, the CE type researching is already mentioned in existing literature, whereby it refers to CEB in online brand communities and is carried out in the form of information search (Gummerus et al., 2012; Verhoef et al., 2010). This differs from our identified CE type, as we refer to both online and offline CE. In addition, other subtleties are identified, such as that research can refer to career related topics, particular LFBs as well as to specific products without preferring a specific LFB. Fur-ther, it emerges that this type of CE is one of the most mentioned types amongst the Millennial sam-ple.

CEBs, which relate to the online environment are already identified (e.g. Gummerus et al., 2012;

Schivinski et al., 2016; van Doorn et al., 2010). Also, in the context of LBs, there are several authors who analyze online CEBs (e.g. Liu et al., 2019; Pentina et al., 2018). However, these are either only broadly classified (Schivinski et al., 2016), refer to non-actual executed behaviors (Pentina et al., 2018), or only refer to selected online platforms and/ or LFBs (Gummerus et al., 2012; Liu et al., 2019). Like Pentina et al. (2018), the study at hand uses an explorative approach and discovered three CE types in the social media area: following LFBs and influencers, liking and commenting on social media and posting and sharing on social media. Those are partly in line with CEBs proposed by Pentina et al. (2018) who identify the types of following the brand and liking the brand’s SM page, commenting on brand’s post and liking, tagging and sharing brand’s post with SM friends. Since the latter focus exclusively on the social media area, the master thesis’ results are not as detailed as the findings of Pentina et al. (2018). Even though, the findings of Pentina et al. (2018) show a broader spectrum of types by solely focusing on the social media field, the master thesis at hand contributes by including such relevant CE types without neglecting other important types within both the offline and online segment. Beyond that, the present study generates another aspect regarding social media and LFBs that is so far not identified by Pentina et al. (2018). This concerns the following of influ-encers, which extends previous findings.

On top of that, the master thesis reveals several CE types relating to LFBs in the offline and online area that have not yet been identified: wearing products, visiting stores, window shopping, attending events, reading fashion-related magazines and books and observing people. By identifying these as relevant perceived CE types, the study contributes to the existing literature in terms of providing new perspectives. This suggests that these types are particularly important in the LFB field, while they are considered less relevant in other sectors or industries.

Moreover, by considering CE as a whole and not just referring to CEB, a new category within CE related to LFBs is identified. Such is CE taking place on a mental level which is referred to as the mind. It emerges that CE is often seen as something that happens first in the mind and is then followed by a behavioral expression; thus, representing the starting point for CE. Thereby, it can be pointed out that such activities taking place in the mind of the customer are already perceived as actual en-gagement from such customer perspective. There is existing literature about definitions and concep-tualizations, which confirm that CE results from motivational drivers, and about CE antecedents (e.g.

Chiang et al., 2017; Jaakkola & Alexander, 2014; J. Kumar & Nayak, 2019; Kumar & Pansari, 2017;

Sprott et al., 2009). However, it is not examined how such mental CE can look like without referring to behavioral engagement expressions or motivations by which such behaviors are triggered. Thus, it is found that the recognition of LFBs or corresponding features, the dreaming about the possession of LFBs, as well as the constant presence of LFBs in the mind are perceived as CE. In this regard, this thesis provides a contribution to existing literature.

Secondly, by considering the SC in detail, insights about how CE influences its different dimensions are gained. The investigation of each of the four dimensions of the self (Sirgy, 1980) in the context of CE and LFBs has not been carried out before. Therefore, this study creates important theoretical insights and contributes to the customer behavior literature in this respect.

Previous literature, which is exclusively related to the SC, approaches the topic from a merely psy-chologic perspective and analyzes how the self of individuals is composed in general (Cooley, 1902;

James, 1910; Rogers, 1959; Lecky, 1945; Grubb & Grathwohl, 1967). Albeit there are authors, who address CE and include the customers’ self, they solely analyze similar constructs or do not refer to a multitude of dimensions of the self (e.g. Chiang et al., 2017; Jaakkola & Alexander, 2014; J. Kumar

& Nayak, 2019; V. Kumar & Pansari, 2017; Sprott et al., 2009). Research about the SC in connection with LBs is extensively available (e.g. Puntoni, 2001; Tsai, 2005; Vigneron & Johnson, 1999; Wong

Further, the aspects of self-confidence and self-definition are reflected, which are linked to the con-sumption of LFBs/ LBs in existing research (Amatulli & Guido, 2011).

Another aspect that is identified with respect to the actual self, and which already occurs in existing literature, is the aspect of the self-reward. So far, this has only been brought into connection with the consumption of LBs in the course of personally oriented consumption rationales and as an antecedent of luxury consumption (Amatulli & Guido, 2011; Tsai, 2005; Wong & Ahuvia, 1998). Although the findings of the master thesis do not only refer to the CE type purchasing but to CE as a whole, the influence of rewarding oneself is linked to purchasing according to the Millennials’ statements. Here, the purchase of an LFB is seen as a symbol for the achievement of certain goals.

By including multiple dimensions of the SC, both self- and socially related influences are identified.

This is particularly interesting with regards to existing literature. Based on such existing literature two main categories are derived, namely internally and externally driven consumption. Also, in the context of CE, in the study at hand, the dimensions of the actual self and the social self appear to be particularly pronounced and can exist simultaneously. However, here the social dimension does not refer to the fact that one wants to show off or is engaged with LFBs out of a feeling of peer pressure.

Instead, it is found that CE is used in the way that it provides a means to express certain values/

appearances for which one wants to stand for. This expands findings from existing literature, which go beyond the notion of buying to impress others in the context of LFBs by identifying a personal orientation towards the consumption of luxury fashion products (e.g. Tsai, 2005; Vigneron &

Johnson, 1999; Wong & Ahuvia, 1998). This might also be linked to the fact that the chosen sample solely consists of Millennials, who are considered to have a self-directed mindset, which results in luxury consumption being a strongly self-centered action amongst the generation of Millennials (Deloitte, 2017). At the same time, it contradicts findings by Giovannini et al. (2015) and Fernandez (2009), who state that Millennials make their purchasing decisions dependent on their social environ-ment.

Moreover, the inclusion of the dimensions relating to the customers’ ideal concepts – ideal self and ideal social self – creates a further classification that cannot yet be found in literature in such compo-sition, and thus contributes to theory in terms of providing a multi-dimensional view on the SC. Thus, insights are generated on how CE with LFBs is able to influence the customer’s SC by potentially obtaining desired values or gaining a certain image.

Consequently, the findings help to expand literature in the luxury fashion segment, which has previ-ously associated the SC mainly with the consumption and possession of LFBs. Specifically, the in-clusion of four dimensions – and thereby particularly pointing out the ones relating to the ideals of customers – show a completely new perspective, which has not been touched upon before. Also, it expands literature on LBs in the sense that it provides a strong fashion focus.

Finally, the third part of the theoretical contributions refers to the sample of the present study. The findings of the master thesis provide information about the perception of CE with LFBs from a Mil-lennial perspective including their SC, which has not yet been done in this form. Although there are authors who address CE or purchasing behavior in the luxury segment and use a Millennial sample, these are limited to a certain nationality (e.g. Giovannini et al., 2015) or to the social media domain (e.g. Bazi et al., 2020). Moreover, literature addressing Millennials in the luxury context focuses mainly on their purchase behavior and only sporadically refers to the self of the customer. Corre-sponding findings reveal that Millennials have a high level of self-monitoring and are defined by a high level of esteem (Loroz & Helgeson, 2013). Further, the generation is considered as self-directed and self-centered with respect to luxury purchases (Deloitte, 2017), and are often still in the process of finding their self-identity (Eastman & Liu, 2012; Gurau, 2012). By illuminating the SC of the Millennials in several dimensions and by providing insights on how their SC is influenced when engaging with LFBs, the study at hand enriches the literature in this regard as well.