Results 241 to 250 of about 858,424 (299)

Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies

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, Jungkun Park, T. Nguyen, Jeewoo Yun   +3 more
semanticscholar   +1 more source

Predicting Consumer Secondhand Luxury Preferences for Marketing Strategy in Post Pandemic Using Machine Learning: A Case Study of Consumer in Indonesia

International Conference on Intelligent Computing, 2023
The COVID-19 pandemic has not only impacted human health but has also altered consumer behavior when it comes to purchasing luxury products as an alternative to fulfilling their needs.
Mutiara Auliya Khadija, Abdul Aziz, Wahyu Nurharjadmo   +2 more
semanticscholar   +1 more source

Cause-related marketing of luxury brands: does the global versus local scope matter?

Journal of Product & Brand Management
This study aims to investigate how luxury brands’ cause-related marketing strategies − focused on global versus local causes − influence perceived luxuriousness and purchase intention.
Ling Jiang, J. Shan, A. Cui
semanticscholar   +1 more source

Narrative Transportation and Trust in Luxury Hotels SNS Marketing: The Moderating Role of Social Interaction

Services Marketing Quarterly, 2023
The purpose of this study is to examine the impact of narrative transportation and trust on behavioral intention related to the luxury hotel industry. Data analyses is based on responses from 268 Instagram users who answered an online survey.
Anuja Chalke, B. Cheng, Michael Dent
semanticscholar   +1 more source

Luxury Consumption and Digital Marketing

2020
This 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., Pino G., Del Vecchio P., Pignatelli S.   +3 more
openaire   +1 more source

Experiential Marketing Strategies in Luxury Restaurants : A Pythagorean Fuzzy AHP Approach

Indian Journal of Marketing
Purpose : The current study had the objective of determining and ranking experiential marketing strategies embraced by luxury restaurants in India. With the age of customer experience being the differentiator in the present time, luxury food brands need ...
Sweety Das, Neha Gupta, Vinod Kumar, R. Yadav   +3 more
semanticscholar   +1 more source

International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda

International Marketing Review
The purpose of this study is to synthesize the fragmented body of knowledge on COO effects in the context of luxury brands’ international marketing strategies.
Tathagata Ghosh, Rajeev Kumra, Melanie Pius Dsouza, Maciej Mitręga, Vojtěch Spáčil, Gregor Pfajfar   +5 more
semanticscholar   +1 more source

Social Media Marketing in Luxury Retail

International Journal of Online Marketing, 2015
This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram).
Izabella M. De Souza, Sharmila Pixy Ferris   +1 more
openaire   +1 more source

The Global Luxury Market

2014
This chapter addresses the global luxury market, including that in BRIC (Brazil, Russia, India and China) and Latin America. After all, to understand the activities of the Brazilian luxury market, one must have a broad view to compare it to the volume of business in worldwide. Foreign enterprises annually commission surveys from consulting companies to
openaire   +2 more sources

Luxury market and holistic marketing: The case of luxury hotels

2014
No atual contexto económico de crise, o mercado de luxo conseguiu cresceu, porque muitos dos clientes de luxo mantêm o poder financeiro e conservam a sua ambição por luxo. No entanto, num mercado caracterizado por intensa concorrência não é suficiente ter uma marca forte, é imprescindível acrescentar valor e o marketing holístico pode contribuir ...
Filipe, Sandra, Simões, Dora, Figueiredo, Carolina   +2 more
openaire   +1 more source