Essays about: "luxury brand marketing"

Showing result 16 - 20 of 40 essays containing the words luxury brand marketing.

  1. 16. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Dumitru Lopusneac; [2020]
    Keywords : co-creation; industry 4.0; fashion; luxury; fast-fashion;

    Abstract : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. READ MORE

  3. 17. Customer Behaviour and Marketing Channels in High-end Experiential Travel Market

    University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

    Author : Chetan Pruthi; Adarsh Tewari; [2020]
    Keywords : High Net-worth Individuals HNIs ; Travel Designers; Luxury Travel; Customer Behavior; Marketing Channels.;

    Abstract : This report is a qualitative analysis of consumption behaviour of high net worth individuals (HNIs) and the marketing channels that are effective in the high-end travel industry. The travel industry caters to a vast audience and it becomes important to understand a specific niche to serve the customers better. READ MORE

  4. 18. The effect of Brand Heritage on Luxury Value Perception “European vs. American Approach to Luxury”

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lusiyana Ivanova Dimitrova; Orkun Aydin; [2019]
    Keywords : Brand Heritage; Luxury Value Perception; Two Modes of Luxury; European Approach to Luxury; American Approach to Luxury; Business and Economics;

    Abstract : Title: The effect of Brand Heritage on Luxury Value Perception: “European vs. American Approach to Luxury’’ Course: BUSN39 Degree Project in Global Marketing Authors: Orkun Aydın and Lusiyana Dimitrova Examiner: Mats Urde Supervisor: Javier Cenamor Purpose: The purpose of this study is to examine how brand heritage influences the different dimensions of luxury value perception. READ MORE

  5. 19. Influencer co-design strategies - Is the hype real? A quantitative investigation of the communication of influencer co-designs to consumers in fashion brands' social media marketing

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Tabea Simmes; Carlotta Koehler; [2019]
    Keywords : fashion; social media marketing; Instagram; influencer marketing; co-creation;

    Abstract : In the social media age, many fashion brands are collaborating with influencers to design and market joint fashion collections. Even though the academic research fields of influencer marketing and co-creation are growing, little research has been conducted around the phenomenon of influencer co-design strategies and specifically, the impact of their communication to consumers by brands. READ MORE

  6. 20. Luxury Advertising - An Oxymoron: A Quantitative Study on the Negative Signalling Effects of Advertising on Luxury Brands through Third-person Effect

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Hedvig Durö; Adrian Woloszyk; [2017]
    Keywords : Luxury; Advertising; Luxury perception; Signalling theory; Third-person effect;

    Abstract : This thesis evaluates the advertising contradictions about marketing strategies in luxury branding. Although it has been discussed that marketing of luxury goods are anti-laws of marketing, the advertising expenses are billions and billions of dollars in an industry worth 1.08 trillion in 2016. READ MORE