publication . Master thesis . 2014

Modernization vs. vulgarization in online fashion luxury : how is internet impacting luxury brand equity ?

Marrão, Ana Rita Galante de Abreu;
Open Access English
  • Published: 01 Jan 2014
  • Country: Portugal
Abstract
The Internet became an inherent part of people’s daily life and the major source of transformation in the relation between consumers and brands. However, in the luxury branding context, the introduction of prestige brands into a mass channel such as the Internet might bring the risk of vulgarization, loss of control over the brand, loss of the high-luxury appeal, jeopardizing brand equity. Hence, the present thesis paper proposes to answer the dilemma between the imperative of going online and the risk of luxury high-appeal dilution, by examining whether brand digital competence enhances the impact of advertising on the several dimensions of customer-based brand...
Subjects
free text keywords: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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