Consumer Online Brand Engagement and Brand Equity Creation. An Empirical Research on the Italian Luxury Fashion Brands.

The aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement involving six luxury fashion brands; to conduct an onservational netnography in order to explore the experience of the brand on the web, based on the spontaneous conversations of consumers traced in the digital tools, proprietary and non proprietary; to pick tha managerial implications out useful for brand equity management in the luxury fashion industry.