Essays about: "Luxury brand perceptions"
Showing result 1 - 5 of 14 essays containing the words Luxury brand perceptions.
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1. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. READ MORE
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2. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE
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3. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. READ MORE
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4. Heritage luxury brands in millennial times
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. READ MORE
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5. Renting is the New Black?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach. READ MORE