Purpose – The purpose of this paper is to identify how pure‐play fashion retailers can simulate attachment to their web sites (through trust, loyalty and purchase intentions) by using different communication mediums (static image, moving image, and text/image combination) to overcome the...

The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for...