Essays about: "luxury brand management"

Showing result 1 - 5 of 16 essays containing the words luxury brand management.

1. 1. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Smedmark; Karin Forslund; [2023]
   Keywords : Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Abstract : 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

3. 2. Is Bling a Thing? Exploring the Performance Management Systems of a Luxury Fashion Brand

   University essay from Handelshögskolan i Stockholm/Institutionen för redovisning och finansiering

   Author : Axel Eklund Bona; Hedda Sievert; [2022]
   Keywords : Performance Management Systems; PMS in Luxury Brands; Forms of Capital;

   Abstract : This qualitative single case study draws upon eleven interviews and investigates how distinguishable characteristics associated with being a luxury fashion brand have affected the company's Performance Management Systems ("PMS") and the subsequent implications for the interplay between financial and non-financial focus. Empirically structured around Otley's (1999) framework for PMS research and analyzed with Bourdieu's (1986) forms of capital theory, the findings indicate that industry-inherited key characteristics of the company were derivable to a combination of underlying social and cultural capital in the organization. READ MORE

4. 3. Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2022]
   Keywords : Counterfeit products; Brand equity; Louis Vuitton; Gucci; Michael Kors; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. READ MORE

5. 4. When COVID-19 changes the rules: Interplay of innovation and crisis in the Luxury fashion industry : A Case Study of an Italian Fashion Brand: Herno

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : ELEN ASLANYAN; LIVIAN PESIGAN; [2021]
   Keywords : Innovation; crisis; COVID-19; digital transformation; luxury fashion industry; after-crisis impact; Innovation; kris; COVID-19; digital omvandling; lyx modebranschen; påverkan efter krisen;

   Abstract : The research study aims to delve deeper into analyzing the interplay between crisis and innovation to delineate the key drivers influencing innovation during the crisis. The literature review discusses innovations during the time of crisis and how they become long-term changes with systemic effects for the companies. READ MORE

6. 5. Pack your bags: A Mulberry Repositioning case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Emelie Pine; Mazvita Mawire; Angela Nunana Ahiaveh; [2020]
   Keywords : Brand management; repositioning; luxury brand; heritage brand; Business and Economics;

   Abstract : In 2012, Mulberry, a well-established British fashion brand recognised for its leadership in the affordable luxury category appointed a new CEO. This CEO aspired to reposition the brand to a target a more premium segment. READ MORE