Purpose – The first purpose of this chapter is to better understand, and to propose a means to understand the ways selves are constructed in daily contingencies during consumption experiences. To do so, the second purpose, which aims to bring an additional contribution, is to investigate the...

Purpose – The purpose of our study was to better understand how bloggers organize branded storytelling in fashion and luxury blogs using explicit and implicit self-brand association. Methodology/approach – We have carried out a Netnography on a sample of 60 fashion and luxury blogs. Data...