Central European Business Review Vol. 5 No. 2

The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)

DOI: https://doi.org/10.18267/j.cebr.149

[plný text (PDF)]

Andrea Escobar Rios

N/A

JEL klasifikace: M31, M37, O33

Reference:
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 347-356.

Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management science, 51(10), 1449-1466.

Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial marketing management, 34(1), 39-51.

Brooksbank, R. (1994).The Anatomy of Marketing Positioning Strategy. Marketing Intelligence & Planning, 12(4), 10-14.

Bansal, H. S., & Voyer, P. A. (2000). World-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.

Bain & Co. (2014). Luxury Goods Worldwide Market Study. Retrieved March 1, 2016, from http://www.bain.com/bainweb/PDFs/Bain_Worldwide_Luxury_Goods_Report_2014.pdf

Carlson, B.D., Donavan, D.T. and Cumiskey, K.J. (2009) Consumer–brand relationships in sport: Brand personality and identification. International Journal of Retail & Distribution Management, 37(4): 370–384.

Cătălin, M. C., & Andreea, P. (2014). Brands as a mean of consumer self-expression and desired personal lifestyle. Procedia-Social And Behavioral Sciences, 109, 103-107.

Chang, C. (2008). Chronological Age versus Cognitive Age for Younger Consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19–32

Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82.

Contactlab, Exane (2014). Luxury Goods: The Digital Frontier. Contactlab.com. Retrieved February 8, 2016, from http://www.contactlab.com/en/wp-content/uploads/sites/2/2014/10/Luxury_DigitalFrontier_ReadySteadyGo_ClabExa141009.pdf?lang=en.

Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.

B2B Content Marketing (2015). Retrieved February 13, 2016, from http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf.

Delso Mion, C. (2016). Luxonomy ¿Es el eRetail el 'nuevo dorado' en el sector de lujo?, Imagen internacional y acceso a otros mercados online. In Congreso eRetail en el sector del lujo y premium. Luxonomy, Barcelona. España (January 28, 2016).

Expansión Catalunya (2009). Los principios del antimarketing de lujo. Retrieved February 5, 2016, from http://www.expansion.com/2009/04/28/catalunya/1240949233.html.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24 (March), 343–73.

Gutiérrez de Ravé V., P. (2015). Lujo Digital, Manual y estrategias. [Digital version]. Internet Business Education and Management Europe.

Halzack, S. (2015). Louis Vuitton, Gucci y Prada están en problemas. Eleconomista.com.mx. Retrieved February 6, 2016, from http://eleconomista.com.mx/industria-global/2015/06/27/louis-vuitton-gucci-prada-estan-problemas.

Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52.

Keller, K.L. (2008). Strategic brand management - Building, measuring and managing brand equity, Upper Saddle River, NJ: Prentice Hall.

Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of marketing Research, 233-239.

Lee, E., Kim, Y. J., Lim, Y. S., & Kim, M. (2015). Trait reactance moderates Facebook users' irritation with brand communication. Social Behavior and Personality: an international journal, 43(5), 829-844.

Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets, The Journal of Brand Management, 11(5), 403-419.

Machková, H., Král, P., Lhotáková, M., Karlíček, M., Malý, J., & Štěrbová, L. (2010). International marketing. Prague: Oeconomica Publishing House.

Maddox, K. (2015). Study: 80% of Companies Will Increase Digital Marketing Budgets. Adage.com. Retrieved February 2, 2016, from http://adage.com/article/digital/80-companies-increase-digital-marketing-budgets/296814/.

McKinsey & Co. (2015). Digital inside: Get wired for the ultimate luxury experience. Retrieved February 14, 2016, from https://www.mckinsey.de/sites/mck_files/files/dle-2015-global-report.pdf.

Melissos, J. (2013). Heritage and Innovation in Luxury Fashion Branding - MA Innovation Management. MA Innovation Management. Retrieved February 4, 2016, from http://mainnovationmanagement.co.uk/2013/06/11/heritage-and-innovation-in-luxury-fashion-branding/.

Mondo (2015). Future of Digital Marketing. Retrieved February 8, 2016, from http://www.mondo.com/the-future-of-digital-marketing/.

Holbrook, M. B. (2001). The millennial consumer in the texts of our times: Exhibitionism. Journal of Macromarketing, 21(1), 81-95.

Patrutiu Baltes, L. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 8(2).

Rajagopal (2013). Brand Expressions in Stimulating Consumer Behavior in Mexico: An Empirical Analysis. Latin American Business Review, 14(1), 29-53.

Ries, A., & Trout, J. (1981). Positioning: the battle for your mind. New York: McGraw-Hill

Sengupta, S. (2005). Brand positioning: strategies for competitive advantage. Tata McGraw-Hill Education.

Shaon, S. K. I., & Rahman, M. H. (2015). A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty. Central European Business Review, 4(1), 23.

Stabler, R. W. (2009). Quantifying the Effect of a Logotype on Perceived Market Value of Consumer Products. Indiana Undergraduate Journal of Cognitive Science, 4(4), 17-35.

Denning, S. (2006). Effective storytelling: strategic business narrative techniques. Strategy & Leadership, 34(1), 42-48.

Štěrbová, L (2008). Využití zeměpisných označení k posílení komunikační úlohy značky.:In: Kubina, M. et al. (Eds) Návrh foriem marketingovej komunikácie pre podporu zavádzania nových mulitmediálnych produktov do praxe. Žilina: EDIS – Vydavateĺstvo Žilinskej university.

Van Gelder, S. (2005). Global brand strategy. Sterling, Va.: Kogan Page Ltd.

Wang, H. J. (2015). A new approach to network analysis for brand positioning. International Journal of Market Research, 57(5), 727-742.

Weby Vysoké školy ekonomické v Praze využívají pro optimalizaci svého obsahu a poskytovaných služeb cookies. Prosíme o udělení souhlasu s jejich uložením.

Vyberte služby, pro které chcete povolit využívání cookies: