Results 231 to 240 of about 832,226 (303)
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Luxury craftsmanship – the emergent luxury beer market
British Food Journal, 2019Purpose The purpose of this paper is to consider the design of experiential marketing strategies within the luxury beer category. Design/methodology/approach The research is exploratory in order to provide a broad, grounded starting point within the context of a changing luxury landscape.
Williams, Alistair +2 more
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Marketing Intelligence & Planning, 2023
PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology ...
Tao Zha +3 more
semanticscholar +1 more source
PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology ...
Tao Zha +3 more
semanticscholar +1 more source
Journal of Global Scholars of Marketing Science, 2023
Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and ...
Hojae Lee, Eunju Ko, Sanghoon Lee
semanticscholar +1 more source
Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and ...
Hojae Lee, Eunju Ko, Sanghoon Lee
semanticscholar +1 more source
2020
The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order ...
Glyn Atwal +2 more
openaire +1 more source
The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order ...
Glyn Atwal +2 more
openaire +1 more source
Unveiling Mexican Perspectives on AI Meets Luxury Marketing in Mexico
Journal of Applied Business & Behavioral SciencesThis study addresses how Artificial Intelligence (AI) redefines luxury marketing by integrating Means-Ends Chain (MEC) theory with Zaltman Metaphor Elicitation Technique (ZMET)-driven insights.
Xin Song +3 more
semanticscholar +1 more source
Journal of Research in Interactive Marketing, 2023
PurposeThe study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.Design/
H. T. Le +3 more
semanticscholar +1 more source
PurposeThe study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.Design/
H. T. Le +3 more
semanticscholar +1 more source
Social media marketing activities and luxury fashion brands in the post-pandemic world
Asia Pacific Journal of Marketing and Logistics, 2023PurposeSocial media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between
Adnan Muhammad Shah, Mudassar Ali
semanticscholar +1 more source
Luxury Consumption and Digital Marketing
2020This chapter focuses on the potential impact that the type of luxury tourism consumption may have on digital communication strategies of luxury hotels. Through a qualitative approach, the present study investigates how “internalized” (i.e., driven by individual style) versus “externalized” (i.e., driven by status symbols) luxury tourists' motivations ...
Amatulli C. +3 more
openaire +1 more source