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...

中文翻译：

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融合奢侈时尚品牌的跨行业创意合作

目的——本文的目的是构想跨行业创意合作的概念；来自不同行业的商业伙伴之间的一种独特的合作。它调查了鼓励他们创造的动机，并确定了一种方法来评估消费者对这种伙伴关系的态度。该研究分析了基于消费者的品牌资产，并将它们与奢侈时尚行业内的跨行业创意合作联系起来。设计/方法/方法——研究是使用比较案例设计进行的，它本质上是定性的。有目的地选择了四个案例。这些数据是通过对行业信息提供者和消费者焦点小组的半结构化访谈获得的。根据文献中确定的常见类别对成绩单进行主题分析，以便得出跨案例结论。发现——该研究提出基于消费者的品牌资产效应与消费者之间存在直接关系……