Add to ORKGThe aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement involving six luxury fashion brands; to conduct an onservational netnography in order to explore the experience of the brand on the web, based on the spontaneous conversations of consumers traced in the digital tools, proprietary and non proprietary; to pick tha managerial implications out useful for brand equity management in the luxury fashion industry
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
Authors propose a framework to compare brand associations that origin directly from the communicatio...
Small, independent and privately owned luxury companies face a number of challenges in today’s globa...
The aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement invo...
The arguments proposed in this article move in line with theoretical perspectives that consider the ...
International audienceScant evidence is available on of how social media marketing activities influe...
The article presents the main evidences of an ongoing research project aimed to explore, for some It...
Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashi...
With an increasing focus on e-commerce and the lack of research in the respected area within the lux...
2012-05-07The fashion industry had undergone tremendous changes in the last decade. In particular, t...
This study proposes a central concept such as social media marketing, in the luxury sector, must be ...
This is a longitudinal study of the extent to which luxury fashion brands have struggled with the di...
Luxury companies have recently started using social media platforms to reach their customers, increa...
This thesis is conducted on the purpose of exploring the current implementation of digital media to ...
The rapid increase in the uptake of social media has presented brand owners with a new channel for m...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
Authors propose a framework to compare brand associations that origin directly from the communicatio...
Small, independent and privately owned luxury companies face a number of challenges in today’s globa...
The aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement invo...
The arguments proposed in this article move in line with theoretical perspectives that consider the ...
International audienceScant evidence is available on of how social media marketing activities influe...
The article presents the main evidences of an ongoing research project aimed to explore, for some It...
Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashi...
With an increasing focus on e-commerce and the lack of research in the respected area within the lux...
2012-05-07The fashion industry had undergone tremendous changes in the last decade. In particular, t...
This study proposes a central concept such as social media marketing, in the luxury sector, must be ...
This is a longitudinal study of the extent to which luxury fashion brands have struggled with the di...
Luxury companies have recently started using social media platforms to reach their customers, increa...
This thesis is conducted on the purpose of exploring the current implementation of digital media to ...
The rapid increase in the uptake of social media has presented brand owners with a new channel for m...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
Authors propose a framework to compare brand associations that origin directly from the communicatio...
Small, independent and privately owned luxury companies face a number of challenges in today’s globa...