Marketing Intelligence & Planning · 2003 · 110 citations · 11 references
LuxuryInteractive PotentialDigital MarketingConsumer ResearchCommunicationOnline Customer BehaviorPersonal BrandingManagementMarketing CommunicationConsumer BehaviorBrand BuildingContent AnalysisLuxury BrandingBrand ManagementFashionBrand AwarenessLuxury ManagersMarketingLuxury Brand ManagementInteractive MarketingBusinessBrand Equity
The study examines how luxury brands use the Internet for brand management. The authors aim to assess luxury managers’ attitudes toward online promotion and consumers’ opinions and behaviour regarding luxury brand websites. The authors examine discrepancies between expectations and reality in online luxury brand promotion. The analysis shows that online luxury brand promotion falls short of expectations, with the Internet serving better as a communication tool than a customer acquisition channel.
The paper addresses the issue of the use of the Internet for the management of luxury brands. We investigate luxury managers’ attitudes towards the use of the Internet to promote their brands and also assess consumers’ opinions and behaviour concerning luxury brands Web sites. Finally, we present the results of a content analysis of a number of luxury brands sites. Any discrepancies between expectations and reality are investigated. Results indicate that reality falls short of the expectations of both managers and customers and that the interactive potential of the Internet is not exploited. Furthermore, there is evidence that the Internet works best as a communication than as a customer acquisition channel for luxury brands.
11
José Luis Nueno, John A. Quelch · Business Horizons · 1998 · 589 citations
Jean‐Noël Kapferer · Journal of Brand Management · 1997 · 356 citations
Marketing, Luxury, Brand Equity +12