Emotionally engaging customers in the digital age: The case study of ‘Burberry love’

Straker, Karla & Wrigley, Cara (2016) Emotionally engaging customers in the digital age: The case study of ‘Burberry love’. Journal of Fashion Marketing and Management: An International Journal, 20(3), pp. 276-299.

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  • The paper seeks to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions.


  • Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilized to guide company digital strategy for building digital channel relationships with customers.


  • This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.

Impact and interest:

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ID Code: 96027
Item Type: Journal Article
Refereed: Yes
Additional Information: Special Issue: Relationship between design and marketing in the fashion industry
ISSN: 1361-2026
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Past > Institutes > Institute for Creative Industries and Innovation
Copyright Owner: Copyright 2016 Emerald Group Publishing Inc
Copyright Statement: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://eprints.qut.edu.au). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from
Emerald Group Publishing Limited.
Deposited On: 12 Jun 2016 22:30
Last Modified: 20 Jan 2017 02:16

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