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Abstract Based on the theories of customer value co-creation and new product development, this study constructs a theoretical model and empirically validate it using the scale of fashionable web celebrity attribute in fashion related industries. The results show that fashion web celebrity has five attributes independent with general consumer: network popularity, fashion, purpose, affinity and topic. When they participate in value co-creation, the attributes will impact on aesthetic and symbolic of product design significantly. The results deeply expands and explains the attributes of fashionable web celebrity and enriches the theory of customer value co-creation.
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Received: 24 February 2017
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