Inter industry creative collaborations incorporating luxury fashion brands
Purpose The purpose of this paper is to conceive the concept of inter industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers' attitudes towards this kind of partnership. The study analyses consumer based brand equity and links them to inter industry creative collaborations within the luxury fashion industry. Design/methodology/approach Research was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data were obtained using semi structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross case conclusions to be drawn. Findings The research proposes the existence of a direct relationship between the consumer based brand equity effects and consumer.