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Shamina, Yana. "Marketing of luxury products." Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-114052.
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The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.
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Lee-Palis, Melissa. "Marketing Strategies in the Luxury Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201799.
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The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section then goes onto clearly defining what luxury is and stating the different industries found in the luxury market. The secondary research identified the use of five different marketing strategies in the luxury industry. A survey was then conducted in order to understand consumer s motivations for purchasing luxury goods and their beliefs values and view s on luxury products. Results showed that the majority of survey participants agreed there existed a difference between premium and luxury and that quality and craftsmanship are the biggest motivators for purchasing luxury goods. The survey was carried out worldwide but there was a greater focus on consumers from North America and Europe. Survey participants were categorized into three target groups: management students managers with high disposable income and regular luxury consumers. Based on the findings the author made recommendations for new entrants into the luxury industry according to each marketing strategy.
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Rysová, Aneta. "Specifika marketingu luxusních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81643.
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The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.
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Kluge, Philipp Nikolaus [Verfasser]. "Marketing Luxury Goods Online / Philipp Nikolaus Kluge." Frankfurt a.M. : Peter Lang GmbH, Internationaler Verlag der Wissenschaften, 2017. http://d-nb.info/1140368125/34.
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Araújo, Medéia Veríssimo Silva de. "Experience marketing and the luxury hospitality industry." Master's thesis, Universidade de Aveiro, 2012. http://hdl.handle.net/10773/10478.
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Mestrado em GestãoEsta pesquisa tem por objetivo entender como os hotéis de luxo tentam criar uma experiência para os consumidores através de seus serviços. Visando este fim, foi feita uma pesquisa exploratória baseada em seis componentes que sustentam a experiência do consumidor: sensorial, emocional, cognitivo, pragmático, estilo de vida e relacional. Foram realizadas entrevistas em profundidade com trinta gerentes de hotéis de luxo, utilizando a abordagem qualitativa através da análise de conteúdo para atingir o objetivo do trabalho. As repostas destacam a importância dada pelos gerentes em integrar os seis componentes no ambiente dos hotéis. Também os principais resultados mostram que o serviço personalizado, a imagem de marca, a qualidade nos serviços, o contato com o cliente e a adaptação dos serviços, são potenciadores da experiência do consumidor em hotéis de luxo; assim como a gastronomia, decoração, serviços de bem-estar e saúde; funcionários e as mídias sociais foram as ferramentas mais citadas pelos gerentes, o que confirma o empenho das empresas em integrar as experiências como um fator importante para o setor hoteleiro.
This research aims to understand how luxury hotels try to create experiences to customers through their services. To this end, an exploratory research was made, based in six components that sustain customer’s experiences: sensorial, emotional, cognitive, pragmatic, lifestyle and relational. Also, deep interviews were made with thirty luxury hotel managers, utilizing a qualitative approach, content analysis, to reach main goal. Responses highlight importance given by hotel managers in order to sustain customer’s experiences by integrating all six components in luxury hotel’s environment. Then, main findings show that personalized service; brand image; service quality; contact to client; and adapt services are enhancers of customer experience in luxury hotels; as well as gastronomy; decoration, spa&wellness; staff and social media, are the most cited tools, confirming efforts of firms in integrate experiences as an important role for hospitality industry.
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Petránková, Tereza. "Marketing analysis of brand Yves Saint Laurent in portfolio L´Oréal." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136235.
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The aim of this thesis Marketing analysis of brand Yves Saint Laurent in portfolio L'Oréal is analysis of brand Yves Saint Laurent. The theoretical part focuses mainly on marketing, brand, luxury, analysis of brand and marketing strategies. Practical part based on the findings in theoretical part analysed brand - history, indentity, value and marketing strategy and reccomend new marketing strategies.
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Lee, Jee Hye Hwang Johye. "Luxury marketing the impact of motivations as psychological forces on attitudes toward luxury restaurants /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6075.
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Thesis (M.S.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description,or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 19, 2009) Includes bibliographical references.
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Hietajärvi, M. (Maria). "Luxury brands in social media:exclusive content creating engagement." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062512.
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Over the past decade, social media has changed the ways luxury brands communicate to their customers, market their products and build the brand image. This study’s theory examined the prior research of luxury brands’ social media marketing and social media content. As experiences are at the core of luxury brands’ marketing strategy, the theory concentrated on studying online experiences and customer engagement in social media context. The social media content, luxury experiences and customer engagement were included in the theoretical framework of the study and giving guidance for the empirical research.
The purpose of this study was to investigate luxury brands’ social media content to be able to identify effective content tactics to create online experiences and customer engagement. A content analysis was conducted to examine the content elements on social media posts and their impact on social media engagement. The posts of three Finnish luxury brands were analyzed in three major social media platforms (Facebook, Twitter and Instagram). After the visual content analysis was conducted, then the social media engagement represented by the number of likes, the number of shares and comments, was determined in the form of engagement rate percent.
The findings of the research emphasize that luxury brands’ social media content needs to be inspirational, innovative and creative. It must reflect the high quality of products and the prestige qualities of the brand. The research results revealed a set of luxury brands’ content elements which can be associated with high social media engagement. The most engaging content often includes cool, trendy and luxurious elements. A balanced and well-coordinated colour scheme helps the brand to build a harmonious social media feed which is hedonic and pleasant for the viewer. With inspiring visuals and evoking videos, luxury brands can boost emotions and entertain their followers. The key is to deliver content that provides a deep experience of the brand with the sense of exclusivity. The content analysis also revealed that different social media platforms may be effectively used in different ways by luxury brands. The findings revealed that Instagram allowed the greatest customer engagement rates and the highest customer feedback.
This research provides an insight into the luxury brands’ social media content and the effectiveness of content elements to create experiences, and thus customer engagement. The research results help the brands to design their social media content according the taste of luxury customers and achieve higher engagement and build personal relationships through social media. Being present on social media has effects on brand’s economic outcome, so therefore it is crucial for luxury brands to understand their audiences motives and needs to use social media. The studied companies are Finnish luxury brands operating in personal luxury category, so it needs to be acknowledged it brings limitations for generalization of the research findings for other industries and cultural settings.
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Bitzi, Benedikt. "Luxury Brand Extensions in Mass-Markets." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01648740002/$FILE/01648740002.pdf.
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Lundén, Philip, and Oscar Modig. "The Paradox of Luxury : A perspective on luxury value and consumer behavior." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-243237.
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There must be a human factor to explain the lack of logic in luxury consumption. This irrational behavior is subject to explanation in this thesis, using values to map a framework where hopefully, conclusions can be drawn regarding how values drive people to consume luxury clothing. An individual’s luxury value perception and the motives for luxury clothing consumption are not simply tied to a set of social perspectives of displaying status, success, distinction and the human desire to impress other people, but also depend on the nature of the financial, functional and individual utilities of the certain luxury brand (Wiedmann et al., 2007). The values are divided into different dimensions with “sub-dimensions”: financial “price”, functional “usability, quality and uniqueness”, individual “self-identity, hedonic and materialistic” and social “conspicuousness, prestige and contextual”. The different values presented and the conceptualized framework might provide some insight into the matter of why we consume luxury goods and the underlying reasons behind consumer behavior, what values motivate us to consume and explain the paradox of luxury consumption.
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Walzelová, Kristýna. "Analýza komunikační strategie vybrané kosmetické značky." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206425.
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The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
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Paz, Julia Oliveira da. "Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17789.
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In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent a promise, at the same time as a challenge to traditional luxury brands. According to Atwal and Bryson (2014), a significant increase in the consumer base of emerging markets coupled with the geographic shift in wealth allowed international luxury brands to enter 25 new markets in 2013 such as Brazil, India, Russia and China. Within this context, one of the challenges of the research will be to focus in one of the most significant emerging markets worldwide – Brazil – to be able to deeply understand the specificities of this market and the implications to the luxury strategy of perfume brands. In details, this research will also focus on the Brazilian perfumes sector. The main objective is to discuss how international luxury brands of the perfumes sector adapt their strategy given the complexities and specificities of the Brazilian luxury market and its perfumes sector. As an exploratory qualitative research, this study will analyse luxury brands of perfumes sector and their practices in Brazil from the managerial and strategic perspective. From the theory, the study will present two main perspectives on luxury strategy to, then, give an overview of the perfume sector within the Brazilian market and the specificities of the Brazilian consumer. Finally, the research will focus on the brands’ perspective to discuss how they adapt their strategies to this specific market and sector. For this approach, the methods will be in depth interviews with brands’ executives, complemented with archival research. By exploring a vague subject within a specific context from a new perspective than usually found in the existing literature, the main contribution of this research will be for managers and leaders of luxury perfume brands to use as a possible guideline of best practices of luxury strategy within this market. In other words, through the managerial and strategic perspective studied for each of the chosen brands, the result of this research will present similarities and divergences between theory and practice in order for these managers and leaders to acknowledge the challenges and specificities to be faced within the Brazilian luxury market and perfumes sector
Nos últimos anos os mercados emergentes – considerados os principais países do 'mundo em desenvolvimento' – têm superado os países desenvolvidos no âmbito do mercado de luxo mundial. Consequentemente, ao mesmo tempo em que representam um importante desafio para marcas de luxo, também oferecem grande potencial. De acordo com Atwal e Bryson (2014), os mercados emergentes alteraram a perspectiva do cenário mundial para o mercado de luxo uma vez que o aumento da base de consumidores, principalmente dada a ascensão da classe média com rendas mais altas, fez com que marcas internacionais de luxo entrassem em 25 novos mercados em 2013, como Índia, Brasil, China e Rússia. Sendo assim, um importante desafio desta pesquisa será abordar um dos mercados emergentes mais significativos no cenário mundial – Brasil – de forma a entender a fundo as especificidades deste mercado e, consequentemente, as implicações que estas podem trazer às marcas de perfumes de luxo. Mais especificamente, a pesquisa focará no setor de perfumes brasileiro. O principal objetivo é discutir como as marcas internacionais de luxo, no setor de perfumes, adaptam suas estratégias dadas as complexidades e especificidades do mercado de luxo brasileiro e seu setor de perfumes. Na forma de pesquisa qualitativa exploratória, esta dissertação analisará marcas de luxo de perfumes e suas práticas no mercado brasileiro das perspectivas gerencial e estratégica. A análise teórica apresentará duas teorias principais sobre elementos de uma estratégia de luxo e abordará o setor de perfumes do mercado brasileiro e o próprio consumidor brasileiro. Por conseguinte, a pesquisa em si focará na perspectiva das marcas estudadas com objetivo de discutir como elas adaptam suas estratégias a este mercado e setor específicos. Neste contexto, a metodologia terá como principal fonte de informações as entrevistas em profundidade com executivos das marcas, complementada com pesquisa documental. Através do estudo de um contexto específico e pouco abordado na literatura existente, a contribuição desta pesquisa será de direcionar a líderes e marcas deste setor um guia de melhores práticas da estratégia de luxo, específico para este mercado. Ou seja, a partir da perspectiva gerencial estudada para cada uma das marcas abordadas o resultado da pesquisa apresentará similaridades e divergências entre teoria e prática para que executivos de marcas de luxo internacionais tenham conhecimento dos desafios a serem enfrentados no contexto brasileiro.
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Snakers, Elsa, and Elise Zajdman. "Does experiential marketing affect the behavior of luxury goods' consumers?" Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35801.
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Nowadays we are in a very competitive market where products have all very sustainable competitive advantages. It is difficult to find the difference between products. Finding a new way to reach this advantage of differentiation from one to another is becoming the key issue for companies to survive in this context. Traditional marketing strategies focusing on price or quality are not anymore a long-term source of differentiation and competitive advantage. A way to reach differentiation is by means of a much stronger focus on the customer. Experiential marketing is this new way by making the customers living an experience through the creation of emotions. Experiential marketing has for goal to create emotions to the customer that lead to enjoy an experience for the consumer and affect his attitude and behavior. It is very useful as a differentiation strategy to sell utilitarian product from everyday life. However aesthetic products like art or luxury products created by the genius of artists and couturiers create emotions by themselves. So, we focused on the luxury goods field because we wanted to know if experiential marketing had an effect on consumers in this field even if luxury goods products already create emotions by themselves. Moreover, some people are more sensitive to emotions and aesthetic than others. We also wanted to know if experiential marketing had an impact on these people. Our paper tries to go further on this subject by comparing to types of store of the company Lancel (a luxury company of leather goods) one is using experiential marketing and the other is not.
For our research we first had to read scientific articles, books and previous studies on emotions and experiential marketing. Then, we developed three hypotheses which helped us to conduct our research and draw conclusions. Those hypotheses have been discussed by conducting a mixed research that is to say by combining a qualitative research with a quantitative one. In the quantitative research we compared the emotions felt and the purchase intention in the different stores of Lancel to see if the store which uses experiential marketing has better results. In the qualitative research we wanted to know the reasons why Lancel has developed this new concept of store. The quantitative research was conducted by administrating questionnaires in the different stores of Lancel. We had a deductive approach. The qualitative research, based on a descriptive approach, was carried out by creating structured interviews. The results we were enable to get thanks to these data, allowed us to draw conclusions regarding our research. In this paper, we compare emotions people feel in a store that uses experiential marketing and in a one which doesn‘t to see if there are differences in their attitude and behavior due to experiential marketing.
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Chen, Keliang. "Impact of Model Updates Among German Luxury Car Manufactures." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/cmc_theses/1944.
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This paper examines the impact of model update/renewal among three German car manufactures BMW, Audi, and Mercedes-Benz. The data set controls for the year effect from 1970 to 2017, and the model effect of the nine different models. Using a fixed effect penal data model, it is concluded that the update will lift the sales of the models in the two years following the year of update. Additionally, the sales of competitor models will decrease in the year of the update, and the following year. Finally, by studying the year effect, it is observed that the new market release usually arrives in the expansion phase of the bigger market.
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SILJESTEDT, SANDRA. "Marketing strategies in luxury fashion SMEs : The dream about Mary Katrantzou." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18078.
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Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as written ones. Due to the access in the company the written interviews could be followed up by additional questions. Findings: Mary Katrantzou works with the appropriate traditional tools for luxury fashion brands, apart from advertisement, as well as working with the digital channels most suitable. Accordingly the theory a cohesive brand identity is vital when it comes to luxury fashion firms, and the findings in this area showed that the company does not have a coherent brand identity that permeates the whole organization. Instead the opinions of the six respondents differed. Moreover the empirical findings showed that collaborating with other companies could increase brand awareness. Conclusion: Mary Katrantzou’s marketing strategy is, accordingly the theory collected, in line with how luxury fashion brands should work with marketing. For the future however the company could invest in one more traditional tool in the form of advertisement. Figuring out the true brand identity of the company is also of importance. Moreover collaborations have according to this study the ability to increase brand awareness and should therefore be of interest to research further in the near future. Value/originality: The intimate access in the case study company in this report should be of high interest due to its rareness. From the inside examined fashion luxury brands are seldom researched, which adds value and originality to this study.Program: Textilekonomutbildningen
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Sapi, Esther. "Key Success Factors for Marketing Luxury Brands in the Champagne Industry." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/06607972001/$FILE/06607972001.pdf.
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Truong, Yann. "Aspirational marketing: uncovering the relationships between aspirations and luxury brand preference." Thesis, Open University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.499460.
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Galhanone, Renata Fernandes. "Atitudes, emoções e comportamento de compra: um estudo com consumidores de produtos de luxo ou sofisticados." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-04092008-110517/.
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Poucas categorias de produtos e serviços são tão interessantes para os profissionais de marketing como os produtos de luxo. Esse interesse deriva da sua capacidade de corporificar significados sociais e individuais, bem como de sua carga simbólica e emocional. Admitindo que os objetos luxuosos expressem os desejos e emoções humanos, por meio deles pode-se conhecer um pouco dos valores, crenças e atitudes dos consumidores. Este trabalho tem por objetivo descrever aspectos do comportamento de consumidores brasileiros de produtos e/ou serviços de luxo ou sofisticados, em termos de atitudes, emoções e comportamento de consumo. Para atingir tal objetivo, partiu-se de um resumo dos conhecimentos teóricos já desenvolvidos sobre o tema, passando por aspectos de marketing específicos ao segmento e pelas descobertas de estudos empíricos sobre o comportamento dos consumidores com relação a produtos e serviços de luxo. Terminou-se com uma discussão sobre a proposta de valor das empresas atuantes no mercado do Novo Luxo. A segunda parte da dissertação compreende um estudo empírico quantitativo descritivo, com 290 consumidores brasileiros de marcas sofisticadas, visando a descrever suas atitudes, emoções e comportamento de consumo. O estudo de campo revelou a existência de três grupos com perfis diferenciados em termos de atitudes e crenças com respeito ao luxo. Os resultados também indicam que o consumo do luxo pode ser relacionado à tradição social, imagem ou expressão pessoal ou a um mecanismo de premiação. Buscou-se como contribuição acadêmica o enriquecimento dos conhecimentos teóricos sobre o assunto. As descobertas da pesquisa empírica podem também contribuir com as empresas para suas estratégias e programas de marketing.Very few product and services categories are as interesting for marketing professionals as luxury products. Such interest derives from luxury\'s capacity of embodying both social and individual meanings, as well as symbolic and emotional content. Admitting that luxurious objects can express human wishes and emotions, they are able to reveal aspects of consumers´ values, attitudes and beliefs. The goal of this dissertation is to describe behavioral aspects of Brazilian consumers of luxury and upscale product and/or services, in terms of their attitudes, emotions and buying behavior. With this in mind, the work begins with a summary of the extant theoretical literature, including specific marketing aspects and the findings of empirical studies on luxury consumers´ behavior. It ends with a discussion of the value proposition of the New Luxury segment. The second part of this dissertation comprises a quantitative descriptive empirical study, with 290 Brazilian consumers of upscale brands, to describe their attitudes, emotions and consumption behavior. The field study revealed the existence of three groups differentiated according to their attitudes and beliefs toward luxury. The results also indicate that luxury consumption can be related to social tradition, personal image or expression or to compensation mechanisms. In terms of academic contribution, this dissertation seeks to enrich the extant knowledge on the theme. The findings of the empirical study can also help firms with their marketing strategy and programs.
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Zirke, Irina, and Bentalhoda Atashi. "Branding strategies of Swedish 'new-luxury' fashion brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-17796.
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Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ branding strategies justifies our choice of research.
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曾長明 and Cheung-ming Tsang. "Business opportunities of luxury product business in the PRC." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267695.
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EDBERG, JOHAN. "A walk through Luxury land." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20183.
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This thesis is about how high level brands communicate their brands to the audience. The thesis consists of analyses of the identity and images of two luxury brands, Gucci and Burberry and two premium brands, Lacoste and Morris. The purpose is to clarify the identity of the brands, by carrying out analysis as well as interviews with key personnel. Furthermore there is an analysis of the advertisement images for the respective brands in order to clarify the brands images. Finally there is an analysis of the alleged conformity between identity and image and also a section about the luxury and premium brand differs, or rather not differ from each other in the identity-image connection. The methods used are Aakers identity system, to establish the respective brands identity. An image analysis with inspiration from Panfosky and leading semoticians are also used to scrutinize the advertising images from the Spring/Summer 2010 campaigns. The results show that there is indeed a good conformation among the brands when it comes to the identity-image connection. The brands identities are thorough and well articulated and the advertisement images are well executed with the identity well in mind which makes for that the campaigns are contributing in building a good brand image among the target audience. There are several areas where the premium brand advertising images congregate with the ones of the luxury brand.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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LU, Qi. "The roles of product type and product newness in consumer value co-creation for luxury brands." Digital Commons @ Lingnan University, 2017. https://commons.ln.edu.hk/mkt_etd/21.
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The study examines the effect of consumer co-creation in different new product development stages on consumer loyalty, purchase intention and word-of-mouth. It also examines (a) the mediating role of consumer perceived value, (b) the moderating effect of product type (search goods vs. experience goods) and (c) the influence of product newness (high-level vs. low-level) on the moderating effect of product type. Two scenario-based experiments on real luxury buyers in China were conducted to test the proposed hypotheses.
The findings show that co-creation at the early (vs. late) stage have a greater positive impact on consumer loyalty, purchase intention and word-of-mouth. Moreover, consumer perceived value is found to mediate the relationship of consumer co-creation and consumer responses. Consumer value co-creation in the early stage has a greater positive effect on consumer loyalty and purchase intention for experience goods (vs. search goods). The moderating effect of the product type is influenced by product newness. When the level of the product newness is low, the moderating effect of the product type will be stronger. Managerial implications and recommendation for future research are discussed.
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Zhang, Erik, and Filip Andersson. "Is the financial crisis a threat for the luxury business?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5275.
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Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.
Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.
Methodology: A deductive philosophical approach and a positivistic and interpretative research approach are applied in this thesis.Findings: The luxury business has not been influenced by the financial crisis based on the interviews. The main reasons behind it are interpreted as the nature of luxury itself and its unique customers.
Conclusion: Based on our study and the involved companies, it is assumed that the luxury business is invulnerable to the financial crisis.
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Hartová, Dominika. "Market launch strategy of the brand Kiehl´s." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-194124.
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The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, the marketing strategy and the marketing tools that were used for the launch of the brand. Based on the findings in this thesis, a series of recommendations is suggested to build the brand's awareness, recruit new customers to the brand and increase sales.
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Säterö, Martin, and Albert Winter. "Fashion Killa : A study on teenager’s attitudes towards luxury fashion clothing brands." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39701.
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Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.
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Petrova, Jenia. "The Effects of Luxury Brands’ Social Media Marketing on Purchase Intention and Consumer Behavior." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2026.
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Abstract
In an increasingly digital world, organizations and individuals are turning to web-based applications as a source of information and method of inter-personal communication; this includes social media. This literature review analyzes the effects of social media marketing in luxury fashion brands. The research reveals luxury brands’ social media marketing positively affects purchase intention through user-to-user and brand-to-user communication, if the consumers trust the brand. On the other hand, disclosure language on Instagram and Facebook negatively affects consumer behavior, but the unique positioning of blogs allows them to positively influence their audience. In addition to this evidence, this paper also includes suggestions for future research.
Keywords: social media, luxury brands, fashion, marketing, purchase intention, consumer behavior
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Antunes, Erika Nunes Netto. "Plano de marketing para a joalheria Lure." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19534.
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Mestrado em MarketingEste projeto tem como objetivo a elaboração de um Plano de Marketing para a Lure, uma joalheria brasileira que produz peças de design autoral e personalizadas. Fundada em 2013, a Lure insere-se no mercado de produtos de luxo/premium e no segmento B2C. Apesar da recente crise político-económica no Brasil, a Lure vem crescendo de forma satisfatória. Hoje, a empresa quer crescer e fortalecer-se como marca de referência, alcançar maior notoriedade e estar preparada para os desafios que é empreender no Brasil. Assim, o Plano de Marketing vem como uma ferramenta fundamental para a Lure organizar os seus objetivos e traçar um plano adequado para alcançá-los. Como metodologia, foi adotada a estratégia de Action Research. O método de recolha de dados foi misto. Foram realizadas entrevistas abertas, semiestruturadas e de caráter informal com a proprietária da empresa e duas clientes da marca e inquérito por questionário online. Concluiu-se no estudo que, na sua atual fase de crescimento, a Lure deve ter como prioridade aumentar a sua participação de mercado através de uma estratégia de penetração, e trabalhar forte no seu branding, em especial na notoriedade e na construção da imagem de marca premium, autoral e personalizada, através de um posicionamento claro. As ações recaem principalmente nas estratégias de portfolio de produtos de alta qualidade e exclusividade, estratégia de preços premium adequados ao mercado que se insere, estratégias de distribuição pautadas em parcerias e estratégias de comunicação do posicionamento utilizando as forças do meio digital e a proximidade ao cliente.
This project aims to develop a Marketing Plan for the company Lure, a Brazilian jewelry store, which produces authored and personalized design pieces. Founded in 2013, Lure is part of the luxury / premium products market, working for the B2C segment. Despite the recent political and economic crisis in Brazil, Lure managed to grow satisfactorily. Today, the company wants to grow and strengthen itself as a benchmark brand, achieve greater awareness and be prepared for the challenges of entrepreneurship in Brazil. So, the Marketing Plan comes as a fundamental tool for Lure to organize its goals and draw up an appropriate plan to reach them. Action Research strategy was adopted as research methodology. Mixed-methods were used for data collection. Open, semi-structured and informal interviews were conducted with the owner of the company and two clients. Furthermore, an online survey was sent to clients. The study concluded that, in its current growth phase, Lure should prioritize increasing its market share through a penetration strategy and working hard on its branding, especially within brand awareness and building through clear positioning a premium, author?s design and personalized brand image. The tactics to increase brand awareness and build a positive brand image are focused on high quality and exclusive product portfolio strategies, market-appropriate premium pricing strategies, partnership-based distribution strategies and positioning communication strategies, using the strengths of digital channels and customer proximity.
info:eu-repo/semantics/publishedVersion
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Neto, Bruno Miguel Custódio Rosa. "Marketing na hotelaria de luxo. Caso: região Alentejo." Master's thesis, Universidade de Évora, 2019. http://hdl.handle.net/10174/26057.
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O setor do turismo é potenciador do desenvolvimento económico do país. Todos
os anos os lucros neste setor não param de crescer, este setor encontra-se numa fase de
crescimento, colocando Portugal em competição com as principais cidades europeias.
Grande parte de receita deste setor tem origem no setor hoteleiro, que ganha cada vez
mais força com o avançar dos anos sendo alvo de investimentos por parte dos
empreendedores. A hotelaria não fornece apenas alojamento para o turista, mas também
serviços de restauração, SPA e eventos. No Alentejo, nos últimos anos tem existido um
elevado investimento no setor hoteleiro.
O presente estudo tem como objetivo geral encontrar as ferramentas e métodos
com que as unidades hoteleiras de cinco estrelas da região Alentejo usam o marketing.
Em termos metodológicos aplicou-se um questionário às unidades hoteleiras com a
classificação de 5 estrelas na região Alentejo por NUTS II.
O objetivo geral passará por analisar o modo como os empreendimentos
hoteleiros de luxo na região Alentejo atuam ao nível do Marketing, de modo que serão
analisadas individualmente as características dos empreendimentos, compreender o tipo
de ocupação dos hóspedes, identificar se recorrem a estudos de mercado, analisar o
planeamento dos empreendimentos; Marketing in luxury hotels. Case: Alentejo region
Abstract:
The tourism sector is an enabler of the country's economic development. Every year
profits in this sector continue to grow, putting this sector is in a phase of growth, placing
Portugal in competition with the main European destinations. Much of this sector's revenue
comes from the hotel sector, which is gaining more and more strength year after year,
being the object of investments by the entrepreneurs. The hotel industry provides not only
tourist accommodation, but also catering services, SPA and events. In the Alentejo region,
in recent years there has been a high investment in the hotel sector.
The present study has as prime objective to find the tools and methods with which
the five-star hotels of the Alentejo region use marketing. In methodological terms, a
questionnaire was applied to the hotels with the classification of 5 stars in the Alentejo
region by NUTS II.
The main goal will be to analyse the way the luxury hotelier companies
use Marketing, by individually examining the characteristics of each hotelier
company, by understanding the type of guests and occupation, by identifying if
these are based of market studies, and by analysing the strategic planning of the
hotelier companies.
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ERDTMAN, JENNIFER, and CAMILLA HEDINGE. "Luxury fashion web-shops, a successful distribution channel?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20147.
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Purpose: Can luxury fashion brands use websites and web-shops and still keep a sense of drama and exclusivity around their brand and at the same time avoid brand dilution?Background: The e-commerce opened up for new possibilities for the luxury fashion brands but due to the dotcom crash around the year of 2000 did many of them become reluctant to the Internet as a selling channel. LVMH was one of the first in this genre to start up a web- shop. It name was eluxury (eluxury.com), and sold products from LVMH’s brands like Louis Vuitton, Dior and Donna Karan. It started off in the US market and then spread to France and the United Kingdom. This inspired other brands like Gucci and Armani to also invest in e-commerce. Even though the success of these web-shops is there still an ongoing debate about whether or not luxury brands should adopt e-commerce. The major concern is the dilution of features like exclusivity and prestige of the brands, if they are present in this channel.Method: To meet the purpose a qualitative research approach was chosen. The qualitative data was collected through eight in-depth interviews with luxury fashion interested Swedish females. The answers from the interviews generated a picture of their online shopping habits, and the likes and dislikes of the websites and web-shops of Louis Vuitton, Burberry, Dior and Gucci. In addition it showed what makes a web-shop exclusive and well designed from a consumer/visitor point of view.Conclusion: The result of this research showed that it is good for luxury fashion brands to have distribution online because it makes the products a lot easier to get hold of for the consumers. Although there were several criteria that was needed to be fulfilled in order to design and create a well functioning and good web-shop. It was evident from the result of the study that the Internet can really be a good distribution channel, with only a little risk of brand dilution depending on how the web-shop is designed. To summarize, we say that a good website and web-shop meeting the criteria of the consumers can really create a stronger brand image and online sales, although a luxury fashion brand should also have good physical stores, a web-shop can in many ways really be a very suitable complement for marketing and distribution.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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NÄSSEL, MALIN, and LINNÉA PERSSON. "Characteristics of and how to maintain a luxury brand." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20674.
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We want to identify the factors of how to maintain a luxury fashion brand. To do this, we have to find what characterizes a real luxury brand. We want to go into depth and find the underlying and often invisible aspects within a luxury brand. The characteristics of a luxury brand are that the majority has their production in-house and provide high quality, made by an experienced and eccentric designer. The luxury brands have a distinct and clear image and identity. The brands are available in both stores and online shops and their offered products are in the high price sector. To maintain a luxury brand, the involvement and control of fabric, production and quality is essential. The designer must maintain the right appearance, image and identity in every step of the business. Moreover, a combination of different marketing channels is good to use, as it is a way to reach a large amount of people. If the luxury company decides to use social media, the engagement is vital. Regarding the distribution channels, a luxury brand should have an online shop and regular stores. Yet, it is important that the price reflect the products value.Program: Magisterutbildning i Fashion Management
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Kei, Wong Kwok. "Cultural translation : an analysis of Chinese tropes in emerging luxury Chinese lifestyle fashion brands." Thesis, University of the Arts London, 2018. http://ualresearchonline.arts.ac.uk/13650/.
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Due to the considerable impact of Orientalism in the 1990s, Chinese tropes began to be widely deployed in global luxury fashion brand collections. In the late twentieth century, following the success of ‘China style’ effects, the use of Chinese tropes was a dominant trend in emerging luxury Chinese branding practices. The deployment of Chinese tropes as representations of nationality in brand design has generated vigorous debate about the effectiveness of cultural translation. Edward Said (1994) has termed such an ideological ‘East’ as ‘Orientalism’ and claims that the Orient is ‘an integral part of European material civilisation and culture’ (Said, 1994, p.2). This phenomenon of the Chinese trope design continues to leave a visible mark in brand communications in the twenty-‐first century. This research investigates the ways in which emerging luxury Chinese lifestyle fashion brands make use of Chinese tropes, symbols, and metaphors in branding practices within the context of the cultural, social, political, and economic changes in China from 1994 to 2014. This study attempts to construct visual taxonomies to examine the cultural expression of Chinese tropes in the material culture of China, generating a visual archive of Chinese identity interpretation. The study also draws upon multiple case studies of emerging luxury Chinese lifestyle fashion brands to investigate the ramifications and the perceived limitations of the practice of Chinese trope deployment and their relationship to a shift in Chinese identity caused by changing lifestyles. The thesis also challenges the notion of authenticity of ‘Chinese brand’ and ‘Made in China’ and highlights the need to redefine the assessment criteria of ‘country of origin’ for global luxury branding practices in the future.
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Chapman, Alexis. "The co-creation of a luxury hotel brand online : The case of an international hotel brand." Thesis, Université Côte d'Azur (ComUE), 2017. http://www.theses.fr/2017AZUR0014/document.
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Le processus de co-création de valeur est un sujet déjà bien étudié dans la littérature marketing. Pour autant, la co-création de valeur dans un contexte digital, reste un domaine peu abordé si l’on prend en compte le nombre des recherches empiriques sur ce sujet. La recherche menée par l’entreprise Forrester par exemple montre une corrélation entre l’expérience des clients et les gains de revenus liés à leur fidélisation, que cette dernière soit mesurée par des achats répétés, un taux de changement de marque moins élevé, ou une augmentation des recommandations par bouche-à-oreille. Cette étude a également révélé, sur l’ensemble des industries analysées, un revenu supplémentaire potentiel de deux milliards de dollars pour les compagnies aériennes et de un milliard pour le secteur de l’hôtellerie. Le but de cette étude est d’explorer le double aspect de co-création marketing et de mesure de la valeur client entre l’entreprise et ses clients, dans le cadre du marketing digital. Des études précédentes sur les communautés en ligne ont principalement abordé la création de valeur du point de vue du client (Cova, Pace, 2006; Cova et al., 2011; Pongsakornrungsilp, Schroeder, 2011) en positionnant celui-ci comme le principal acteur de la création de la valeur (Grönroos, 2008; Vargo, Lusch, 2004; Vargo, Lusch, 2008)This thesis presents and analyses the findings that showcase value co-creation within an online community of a luxury hotel business: the Fairmont Resorts Hotels and International. The FRHI group consists of the Fairmont Hotels & Resorts, Swiss Hotel, and Raffles Hotels & Resorts, but the focus for this case is specifically the online community of the Fairmont Hotel & Resorts brand website. In July 2016, FRHI was acquired by AccorHotels Group. Fairmont Hotels & Resorts, the Canadian based hotel group manages over 74 hotel properties in 21 countries worldwide. The aim of this study is to analyse the value dimensions between the company and its customers from a digital marketing perspective. Previous studies relating to value co-creation in digital communities have for the most part focused on the consumer perspective in the creation of that value (Cova and Pace, 2006; Cova et al. 2011; Grönroos, 2008; Vargo & Lusch, 2004, 2008; Pongsakornrungsilp and Schroeder, 2011). This thesis adopts a holistic approach through a qualitative multi-method case study, and reveals significant insights into the relationship between brand communities and company strategies. With the proliferation of social media platforms and consumers dedicating ever-increasing time to online activities this research area is becoming increasingly important to companies and their marketing executives (Wang et al. 2016)
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Segura, Claudir. "Design & marketing: interdependências no universo CHANEL." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/16/16134/tde-28052010-100102/.
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Design e Marketing. Duas áreas do conhecimento que, graças à amplitude de atuação, permitem agregar valor a produtos, podendo atuar separadamente ou em conjunto. Mesmo antes de serem áreas consagradas profissionalmente, já apresentavam caminhos que demonstravam ser possível estas interdependências de atuação. Esta pesquisa inicia abordando conceitos de Design e Marketing e toma, como estudo de caso, o trabalho desenvolvido pela estilista Gabrielle Bonheur Chanel, no início do século XX.Design and Marketing. Two areas of knowledge that, due to their wide range of actuation that both provide, can work apart or together in order to be a plus to many products. Even before being professionally acknowledged fields, they both established ways that shown to be possible those acting interdependences. This research starts analising Design and Marketing concepts and takes Mademoiselle Gabrielle Bonheur Chanels work as a case study in early twentieth century.
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Aguilera, Paola. "New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/13126.
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Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.
O Mercado de luxo evoluiu ao longo dos séculos; novos desafios criaram questões de estratégias adequadas para as marcas. Experiência e autenticidade tornaram-se aspectos importantes no campo de estudo: os consumidores estão desfrutando de mais conforto material e há uma tendência de uma mudança cultural para a realização pessoal e aspiração através da experiência. O maior desafio para os profissionais de marketing de luxo de hoje não é só falar com o consumidor alvo, mas de entender como o alvo está mudando, sem alienar os consumidores e prejudicar a imagem da marca. Considerando as perspectivas das marcas e dos consumidores separadamente, seria possível concluir que as percepções são congruentes, como muitos estudos têm apresentado. No entanto, se as perspectivas são colocadas juntas e comparadas, realidades diferentes poderiam surgir. Esta pesquisa exploratória é baseada em um estudo de caso que descreve ambas as perspectivas de sua percepção sobre a experiência de luxo, comportamento do consumidor e motivações de consumo, e varejo de luxo. Foram desenvolvidas entrevistas com o dono da marca e 10 consumidores da marca, e também observações indiretas nos formatos de distribuição da marca. Na perspectiva da marca, o estudo de caso mostrou que a experiência de luxo envolve a construção da estratégia de experiência de marca com base em produtos, múltiplos canais de varejo, engajamento do consumidor, atividade pessoal, exploração dos cinco sentidos e outras formas. Na perspectiva dos consumidores, os resultados revelaram que os consumidores da marca têm diferentes percepções da experiência de luxo e expectativas; no entanto, o que é comum é que o serviço e qualidade devem ser mantidos e eles refletem a experiência como um todo. Além disso, os formatos de varejo de luxo influenciam diretamente a percepção dos consumidores, que devem integrar múltiplos canais para atender as demandas pessoais. A pesquisa faz contribuições para ambos os atores - marca e consumidor, no sentido de que traduz conceitos teóricos da própria experiência e tenta esclarecer aspectos ainda desconhecidos, e explora formas de detectar o alinhamento entre as expectativas da experiência das marcas e dos consumidores. Palavras-chave: Mercado de Luxo, experiência de luxo, Marketing Experiencial, comportamento do consumidor, motivações de Consumo, Varejo de Luxo.
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Soukupová, Barbora. "Compatibility of luxury and the concept of simply living." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76574.
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Is luxury consumption incompatible with simple living? ... or not? For most of the people the question and the answer are obvious. On the first sight, it seems that there is no compatibility at all. How can luxury that is often connected and used as a synonym for opulence, excessive useless things and so on be even placed in one sentence with such a frugal concept as simple living? The purpose of this thesis is to define the framework and the issues that arise when putting the two concepts together. The findings of the thesis can be treated in deeper research that can follow and be inspired by this thesis. In order to prove and explain the analytical part, the findings are applied on real life examples. The theoretical part defines what luxury is, what its specific attributes are and why it stands apart from the "traditional" marketing approach. What is more, the impact of internalization and globalization on the luxury products and services is particular and cannot be treated in the same manner as for the mass consumption brands. The second analytical part treats the concept of simple living, the common misunderstandings and the philosophy of the concept. The two concepts are then put together in order to search for some for the points in common and the incompatibilities. The last chapter is dedicated to a practical illustration of the theory stated. Five star spa hotel and forest retreat Chateau Mcely is used as an example of luxury meeting simple living in some areas. The hotel is briefly introduced starting with the history of the building and then the modern history of the today's hotel after it was acquired by the actual owners, Inéz and James Cusumano. The mission statement and the principal idea of the project are detailed same as is the marketing mix of Chateau Mcely. And finally, the sustainability and ways of creating it are presented in order to underline the symbiosis of luxurious hotel and simple living, at least in some domains.
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Tisovski, Marija. "International Distribution as Communication Tool. What Builds Experience and Value Creation in Luxury Retail Setting?" Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-115488.
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The thesis argues that the distribution formats can be significant strategic communication and differentiation tools for luxury brand and that the intangible determinants within the space can provide balancing link between company trying to manage its brand expression and consumers search for the meaningful experiences. The dissertation uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. This ensures a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. The aim: To explore conceptually the nature of value creation and how the relationship gets between a retailer and customer translated and communicated by a means of store, also to identify the key determinants for the value creation within the formats while looking at which levels it brings to ability to co - create the experiential value with consumer. Method: The two primary methods used are: in-depth, semi-structured interview with professionals or key informants and field notes in ethnographic context with a sample of 52 international marketing students. The secondary data collection draws upon extensive, relevant and significant academic literature review including books, professional journals, online resources, etc. Findings: The work identified two value drivers: Symbolic Desire and Exclusive Excitement. Excitement and Desire were found to be the main emotions to trigger the consumer within the luxury setting and to translate a product into service or experience of a kind. Second, research identified the two experiential prospects of: Become and Belong. These show all the way the interaction builds and develops to immerse the customers in a branded world and experiences. As a result the thesis suggests two new approaches; Experiential Value Co-Creation and In - Store Typology. Such orientation offers an outline for adjusting the service and mapping the generic groups of luxury consumers. Moreover, in-store experiential typology offers four types of spaces and/or segments within the setting: Expertise, Exclusivize, Aspirational and Popularize.
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Huang, Ouya. "Chinese Gen Z's Knowledge of, Attitude toward, and Behavioral Intentions towards Personal Luxury Fashion Goods available via Drop Marketing Strategies." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1619113044016614.
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Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences." Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.
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En se basant sur la littérature en marketing sur les terminaisons de prix et le pricing du luxe, cette thèse met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e., des prix juste en dessous d’un nombre rond) dans le contexte des produits de luxe où, intuitivement, les prix devraient majoritairement être des nombres ronds. Les pratiques en termes de terminaisons de prix sont étudiées dans la catégorie des sacs à main de luxe. Dans une première partie, la thèse identifie les catégories de terminaison de prix utilisés et les déterminants d’utilisation. Dans une seconde partie, la thèse explore les perceptions des consommateurs concernant différentes facettes du luxe et leur perception globale du caractère luxueux d’un produit selon les terminaisons de prix utilisées. Dans une dernière partie, la thèse étudie les préférences des consommateurs de luxe pour une terminaison de prix ou l’autre. Les résultats de cette thèse offrent de nouvelles perspectives par rapport à la littérature existante sur les terminaisons de prix, dans le sens où ils indiquent que les connotations de prix inférieur, qualité inférieure et prestige inférieur, associées aux prix odd et bien établies dans la littérature n’existent pas pour les produits de luxe, ou du moins pour la catégorie des sacs à main de luxe de niveau intermédiaireDrawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury
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Ruggiero, Lorenzo de. "'The luxury market in Brazil: an analysis of its complexity'." reponame:Repositório Institucional do FGV, 2017. http://hdl.handle.net/10438/19450.
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The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such as the opening to new markets (Asia, Middle-East and so on), the increasing purchase power of consumers and the presence of much more differentiated products. After having clarified the definition of luxury and of its implications, the thesis will indeed present a global market analysis of the current situation and of the future trends. However, in Brazil luxury’s sector is facing challenging times, as the reports provided by consulting firms demonstrate. In fact, the profile of the Brazilian consumer is very peculiar and so it requires strategies ad-hoc. Moreover, the challenges of the market are many such as the attitude of spending outside Brazil, the counterfeiting, the high interest rates and many others. By the way, Brazil also represents a unique opportunity for international and local luxury brands, given to its increasing wealth and to a youthful generation of shoppers. That’s why, the thesis will also provide some effective tools for luxury companies to overcome the difficulties of the market and to catch all its potentials. As integration, practical cases of foreign luxury brands entering in Brazil are provided (Diesel, Zara, C&A and l’Occitane): these firms had found successful way to exploit the Brazilian market. Finally, the research deals with the case of the only Brazilian luxury brand able to expand outside: H. Stern. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. This experience is analysed through a conceptual framework about Internalization’s strategies provided at the beginning of the research thesis.
O objetivo da presente tese de pesquisa é investigar o mercado de luxo no Brasil e como a marca pode sobreviver nesse contexto. Em todo o mundo, este setor está se tornando cada vez mais crucial, devido a muitos fatores, como a abertura a novos mercados (Ásia, Oriente Médio e assim por diante), o crescente poder de compra dos consumidores e a presença de produtos muito mais diferenciados. Depois de ter esclarecido a definição de luxo e suas implicações, a tese apresentará uma análise de mercado global da situação atual e das tendências futuras. No entanto, no Brasil, o setor de luxo está enfrentando tempos difíceis, como demonstram os relatórios fornecidos pelas empresas de consultoria. De fato, o perfil do consumidor brasileiro é muito peculiar e, portanto, requer estratégias ad-hoc. Além disso, os desafios do mercado são muitos, como a atitude de gastar fora do Brasil, a contrafação, as altas taxas de juros e muitos outros. Por sinal, o Brasil também representa uma oportunidade única para marcas de luxo internacionais e locais, dada a sua riqueza crescente e a uma geração jovem de compradores. É por isso que a tese também fornecerá algumas ferramentas eficazes para as empresas de luxo para superar as dificuldades do mercado e conquistar todos os seus potenciais. Como integração, são fornecidos casos práticos de marcas estrangeiras de luxo que entram no Brasil (Diesel, Zara, C & A e L’Occitane): essas empresas encontraram formas bem-sucedidas de explorar o mercado brasileiro. Finalmente, a pesquisa trata do caso da única marca de luxo brasileira capaz de se expandir para fora: H. Stern. Aproveitando esta experiência, podem ser fornecidas informações estratégicas úteis às marcas que desejam seguir esse caminho. Aproveitando esta experiência, podem ser fornecidas informações estratégicas úteis às marcas que desejam seguir esse caminho. Esta experiência é analisada através de um quadro conceitual sobre as estratégias de internalização fornecidas no início da tese de pesquisa.
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Wouters, Claire. "The effect of negative user-generated content on consumer-based brand equity : comparing brand loyal versus non-loyal customers in the luxury wine market." Master's thesis, University of Cape Town, 2016. http://hdl.handle.net/11427/20999.
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With the rise of user-generated content (UGC), negative UGC could have disastrous consequences for brands: One single post could easily spread like a virus, might even go viral and brand managers have no power in limiting the damage. Negative UGC contributes towards an overall negative brand perception, which harms the process of building long-term consumer-based brand equity (CBBE). CBBE is especially relevant for luxury brands, where decisions are heavily reliant on brand perceptions, and perceptions contrary to or different from exclusivity could be established. Luxury wines, in particular, are complex products in the mind of the consumer: wine customers are overwhelmed by too many choices in wine brands with very few objectives decision cues. While CBBE is critical in an extremely competitive wine market, little research has been done on CBBE of luxury wines. This study therefore questions whether CBBE is affected through negative UGC, and if that effect is different for brand loyal versus non-loyal customers. The "love becomes hate" argument proposes that loyal consumers are more impacted by extreme negative UGC, because betrayal in brand trust leads to strong CBBE damage. The "love is blind" argument, on the other hand, proposes that loyal customers are more forgiving towards negative UGC because of their relationship with the brand. Moreover, non-loyal consumers are more influenced by negative UGC, since they exclude brands more easily in a decision-making process after consuming negative UGC. Previous researches regarding CBBE have not found evidence yet of how negative UGC impacts the perception of brand loyal and non-loyal wine consumers. This study therefore attempted to better understand this phenomenon in the luxury wine context. In order to truly understand the impact of negative UGC on CBBE, use is made of Aaker's four-asset CBBE model. This model proposes that CBBE consists of brand awareness, brand associations, perceived quality and brand loyalty. This study used an experimental research design and 154 respondents participated in a quasi-experimental design that tested the effect of fictitious negative UGC, that appeared on Facebook, on CBBE. This study found that negative UGC reduces CBBE and customers' perception of the luxury brand is damaged after exposure to negative UGC. Brand loyal customers' CBBE had the greatest decrease, which supports the 'love becomes hate' argument. Marketing managers therefore need to understand the risks of UGC on CBBE and set up an online brand strategy in order to know how to act and react on negative UGC to prevent CBBE from being damaged. They also need to pay particular care in managing loyal customers' exposure to negative UGC.
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Jansen, van Rensburg C. J. "Internet marketing management in the South African tourism industry : utilisation of the South African luxury hotel industry." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/5038.
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Thesis (MBA (Business Management))--Stellenbosch University, 2008.The objective of this specific research report is to analyse the internet marketing function within the South African tourism industry. Furthermore, the hotel industry is analysed to establish how the introduction of the internet changed the playing field in terms of marketing and how customer behaviour has changed over the past 13 years with the introduction of the internet to the already established global distribution systems (GOS) and computer reservation systems (CRS). An in-depth literature review is conducted to analyse the marketing function in general, after which an analysis in terms of production and services organisation is discussed. Here, the focus is on the 4 P and 7 P marketing mix theories of Michael Porter. The influence of the internet on the service marketing mix is discussed with specific reference to the luxury hotel industry. The specific research and interviews conducted in this study are focused on the luxury hotel industry in the Cape Town city area. Focus areas of the interviews with the specialist in the industry are on the following: • Influence of the internet on customer relationship management • Influence of the internet on the relationship between the luxury hotels and intermediaries • Influence of the internet on marketing functions such as cost and service. The findings of the primary research in the interviews are then compared to the findings in the literature review and recommendations and managerial implications are drawn in the final chapter of the research report.
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Chang, Szu-Hui, and 張斯惠. "The Luxury Marketing and Positioning Research." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/06069470340065210012.
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碩士中原大學
企業管理研究所
99
According to marketing’s STP, firms will divide the market, positioning their products or service and confirm their target customers. It's researched and deals with the differentiation between the different products or services and use the differentiation to segment the market effectively. Traditional marketing strategies are based on the consumer's view to develop marketing strategies. In this process, firms need to constantly explore consumer preferences. And in this process is prone to failure to positioning due to information asymmetry. In this study found that the different phenomena in luxury industry. In luxury industry, the traditional image is expensive, and show off to others, etc. Although consumers don't understand the real meaning of luxury, consumers are still willing to pay to buy the luxury. It means firms don’t convey the information clearly and luxury sales are no longer needed to use signaling to prove the quality and value. In this study, by firm's marketing strategies to understand how firms understand consumer's demand, and change the consumer's perceived-value, especially by understanding consumer's preferences, consumer's demand to influence the firm's marketing decisions. Therefore, the study found that the "third law of demand" and "bundling" can change the relative prices, and let consumers feel that buying luxury is worthy. Through the qualitative research, summarized the conclusions as following： (1) Luxury’s inter-temporal substitution is high, and the definition of luxury is closely related. (2) Sale luxury goods the most success key is to combine the relative price with marketing strategies to change customers’ awareness and let customers understand the value of the luxury. (3) Bundling can change the relative price and the product positioning. It means re- positioning of the product and sale the luxury goods successfully. Therefore, it needs to use bundling appropriately to change the relative price and positioning the product.
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Chen, Chin-Yao, and 陳靜瑤. "The Experience of Luxury---A Study of Experiential Marketing of Luxury-Good’s Flagship Stores." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/33607418078766558674.
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碩士淡江大學
大眾傳播學系碩士班
96
The luxury goods market in Taiwan has been expanding as Taiwanese consumers’ concepts and usage is changing over time. It has performed relatively well despite incessant depression. The market potential is also reflected in that several famous foreign companies of luxury goods have set up flagship stores in Taiwan. With in mind the successes in ‘experiential marketing’ achieved by Starbucks Coffee and Eslite Bookstores since 1990s, this research analyzes from customers’ perspectives the LV and GUCCI flagship stores as cases, to explore experiential marketing strategies and their effects. Research focus is placed on such consumers’ experiences as sensing, feeling, thinking, acting and relating, aiming to understand if these experiences promote customers’ impression of the brand images. This study employs ‘in-depth interview’ as the research method, and interviews of 21 customers and the PR managers of the above-mentioned flagship stores are conducted. The result of study includes the following observations. First, customers do not find the interior designs of the flagship stores truly reflect the brands’ spirits. Second, the design for customers’ routes and goods display and atmospherics at the flagship stores seem to affect customers’ desires for consuming. Third,the luxurious atmospherics seem to bi-polarize customers’ feeling Fourth, ‘buying goods’ is the major consuming experience at stores. Fifth, differentiation of the flagship stores could promote a flagship store’s value. Sixth, ‘service’ is the consuming experience that customers care about the most. Seventh, setting up a flagship store does not enhance customer loyalty. Eighth, customers at the flagship stores generally have vague ideas about the brands stood for.
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Carvalho, Raquel Maia Rebelo Varandas de. "The impact of luxury values and luxury marketing factors on generation y's behavioural intentions." Master's thesis, 2014. http://hdl.handle.net/10071/8473.
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The present dissertation is based on a research about luxury values, human behaviour,
marketing strategies and buying intentions in the luxury market. Moreover, it focuses
on the generation Y, individuals born between 1977 and 1995, because they are
already an important segment in today’s market, and are becoming even more
important due to their large size, their current significant amount of spending power
and their potential for huge amounts of future spending power.
This dissertation establishes a connection between the Theory of Planned Behaviour
(TPB) of Ajzen (1991), which states that human behaviour is affected by behavioural
intention, which, in turn, is affected by attitude, subjective norms, and perceived
behavioural control; and the luxury value framework of Wiedmann et. al. (2009),
which states that what really adds luxury value in the consumer’s perception is
defined through the existence of four latent dimensions: financial, functional,
individual, and social. Additionally, the dissertation in hand studies the importance of
luxury marketing strategies and its relationship to behavioural intentions.
Results revealed that the overall luxury values had a positive relation with the TPB
constructs, however, not all the constructs had a positive relation with consumer
purchasing intentions. Moreover, the marketing factors showed a positive relation
with intentions, however some of them were quite low. The overall findings that
derived from analysis resulted in some very interesting facts, which have been
explained and summarized in the conclusion. Managerial implications relating to
these facts were also discussed in the end.A tese em questão trata-se de uma investigação sobre os valores do luxo, o comportamento humano, estratégias de marketing e as intenções de compra no mercado de luxo. Foca-se ainda na geração Y, indivíduos nascidos entre 1977 e 1995, porque estes são já um importante segmento no mercado, e tornam-se cada vez mais importantes devido á sua grande dimensão, ao seu presente poder de compra e futuro potencial poder de compra. Esta dissertação faz a conexão entre a Teoria do Comportamento Planeado de Ajzen (1991), que diz que o comportamento humano é afectado pela intenção comportamental, que por sua vez é afectada por atitudes, normas subjectivas e controlo comportamental; e a framework dos valores de luxo apresentada por Wiedmann et. al. (2009), que diz que o que realmente acrescenta valor nas percepções dos consumidores é definido por quatro dimensões: financeira, funcional, individual e social. Além disto, a presente dissertação estuda a importância de estratégias de marketing de luxo e a sua relação com as intenções de compra. Os resultados mostram que os valores de luxo têm uma relação positiva com os constructos da teoria do comportamento planeado, mas nem todos apresentam uma relação positiva com as intenções de compra por parte dos consumidores. Os factores de marketing revelaram ainda uma relação positiva com as intenções, apesar de algumas destas relações serem baixas. As conclusões gerais desta análise apresentaram factos bastante interessantes que foram explicados e sumarizados nas conclusões, sendo discutidas também as implicações para a gestão dos mesmos.
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陳彥勳. "A Study of E-marketing of Luxury Hotels." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/91037384782012427151.
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Lin, Zih-Ting, and 林姿婷. "Application of C2C2B Model in New Luxury Marketing." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/hpmh85.
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碩士國立交通大學
經營管理研究所
106
With the trading-up phenomenon, consumers have more material enjoyment and care more about their life quality. They are willing to pay a premium price for new-luxury goods that they think are worthwhile. The new-luxury goods are unlike traditional luxury goods which are top-level and with only a few exclusive. The new-luxury goods are affordable, have a good brand image, provide higher levels of quality and can highlight personal tastes. With the rise of the online community, consumers who highly involved in social media not only pay for goods but also have the ability to influence other consumers. New luxury companies start to cooperate with these influential consumers to increase brand awareness and sales. This study began with a literature review in the field of luxury marketing to understands the formation of new-luxury goods. Then the C2C2B (Consumer-to-Community-to-Business) model was used to discuss its application in the new-luxury marketing, and identify the key factors that affect consumers’ purchasing behavior and business decisions. C2C2B is a consumer-centric business model. The first C on the left refers to the influential consumer, which is called C1. The second C on the left represents the community formed by C1, which is called C2; it may be because C1 has professional knowledge, attractive appearance, etc. The last B represents the company. In this new business model, C2, formed through C1’s influence, is used to increase C1's right to speak, and then C1 trades with companies to increase the trading volume and speed of company B. We conducted a questionnaire analysis using the Grey Relational Analysis. The results found that in the overall question, there were six key factors for the influence of social influencers (C1) on consumers (C2) to purchase new-luxury goods: “information truthfulness”, “information with own ideas”, "information completeness", "information accuracy ", "relevant product use experience” and "favorability ". On the other hand, there are five key factors affecting the selection of social influencers: "favorability", "long-term interaction", "number of followers", "frequent interaction" and "familiarity". It is suggested that when companies cooperate with social influencers to promote new-luxury goods in the future, in addition to popularity and interaction, the next step should be mindful of the information provided by the social influencers and select partners with relevant product experience to enhance the cooperation effectiveness. The results of this study can be used as a reference for companies’ marketing strategy. In this way, companies that intend to adopt the C2C2B model in the future will be able to find the suitable social influencers to promote new-luxury goods successfully.
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Jo-wei, Hu, and 胡若瑋. "The e-Marketing Strategy of the Luxury Goods." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/99190969587944761652.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
89
Abstract Research Title: The e-Marketing Strategy of the Luxury Goods School:Department of International Business, School of Management, National Taiwan University Year:2001 ByHu Jo-wei Adviser:Dr. Tang Ming-je The applications for the Internet technology have extended from communications to commerce. Those products and services that were delivered via traditional channels have been provided over the Internet. Books, CDs, flowers, toys, apparels, and even airline tickets are sold now in the virtual marketplace. Though most of the items are of the low-cost daily commodities that are mass-manufactured in standard specifications and quality, luxury goods have also begun to be shown and sold in the cyberspace. The 4Ps theories are still applicable in the age of e-marketing. Products, Price, Place, and Promotion are equally important as before. Researchers have found that Internet is an effective vehicle for branding, which is essential to business performance of a retailer. Since the early adopters of the Internet tend to be younger in age and in professional businesses, it is not of long-term benefits for a company if it fails to recognize the power of the Internet. The Internet, with its capability for real-time and interactive communications, can be designed for targeting with the cost lower than traditional media. Luxury goods industry relies on the brand value to create and enhance sales. The brand itself is one of the selling points for the goods. It is the symbol of prestigious social status and enjoys little price elasticity. Though the touch and texture of the goods and the ambience cannot be experience directly over the Internet, shopping online is more convenient and the goods are less expensive. This thesis examines the e-marketing and e-commerce strategies of the pure dot-com luxury goods retailer Ashford.com and the established fashion and luxury brands like Tiffany’s, Sotheby’s and LVMH. The research finds that Internet is an effective channel for branding and promotion. Also, the integration of online and offline advantages is key to the success of e-marketing and e-commerce for luxury goods.
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Wu, Andrew Sik-Ming, and 鄔錫明. "Competitive Marketing Strategy in the Chinese Luxury Fashion Market." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68992634698537990251.
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碩士國立臺灣大學
國際企業管理組
101
China, including Hong Kong and Macau, has become the second largest luxury market globally in 2012, overtaking Japan. There are different challenges faced by the luxury brands in China from now, namely the slowing down of the economic situation, the attitude towards corruption and money laundering by the new political leadership, the still being developed infrastructure, and continuous profitability concern. Nonetheless, China is expected to be the largest market by 2020. Shopping does not only take place inside China, with increasing number of the Chinese are travelling to overseas, and majority of the travelled are buying luxury products. As a result, Chinese has contributed 25% of the luxury market in 2012 – the largest nationality in the world. The growth has been, and will be, driven by the growing number of affluent in China. There are 120 million of affluent consumers now and it is expected that this will reach 280 million by 2020. They are not only growing in numbers, but also growing in sophistication, which will help them to appreciate the luxury goods and services. Luxury brands adopt different marketing strategies compared to the mass brands. They increase price, decrease distribution and availability to increase demand. They do not aggressively promote, and focus on exclusive VIP, private events, and events. They tend not to sell over the internet or mobile platforms. They focus on hand-made and unique products, but not on mass production. These principles are indeed different from the mass brands, and take the luxury brands to different management requirements and decision making models. Implications for future business development of luxury brands in China are discussed.
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LAI, ALLY, and 賴慧蓉. "The Study on Marketing Communication of LUXURY CRUISES – Take SCENIC LUXURY CRUISES & TOURS for Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/akn7en.
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碩士世新大學
傳播管理學研究所(含碩專班)
106
Travel has become a popular way of lifestyle nowadays, in the past, people travel from short term of domestic trips until now they would do long term of international journey, some people choose to travel in an economic backpacker’s way, some would choose to travel in a trendy luxurious way. The transportation way has also evolved from land moving via cars and trains, to flying in the skyway by airplanes, and now the waterways has just become a new popular way of traveling, people started taking cruises and tours either in the ocean or in the rivers. Luxury cruises is under the spotlight in travel industry lately, all cruise liners are trying their best to design innovative new vessels and develop new itineraries to attract cruise travellers, and it is the time for them to figure out how to communicate with the markets to drive good business result. The writer of this thesis is working for SCENIC LUXURY CRUISES & TOURS as the Business Develop Manager responsible for ASIA market, the study of this thesis will be based on her own executed working experiences as well to analyse the information of researches and reports from third party organizations and relevant websites real travellers’ reviews as the reference, and of course from luxury travel and cruises relevant public thesis to find out what is a better way of communicating with the markets. This study is expected to get the clear view of luxury travel trend and cruises business development consolidation, to form a formula of strategical marketing communication ways for assisting cruise liners to make significant sales growth in the future.
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Korjukova, Alisza, and 愛麗. "Luxury Products and Internet - Marriage or No Marriage?The Compatibility and Future of Marketing Luxury Products Online." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68369073293854041105.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
101
The virtue and attribution of luxury have endured numerous changes in the past decades, from a purely functional application, to a strongly individual meaning and shifted to the experiential interpretation of luxury. It witnessed the emergence of new generations with new requirements and wishes, at which stage the major deal of the luxury appeal expresses the category from the customer’s viewpoint, the experience of luxuriousness, rather than the possession of the luxury product. The true value of luxury in the recent, occasionally challenging economic environment, is to have different possibilities of when, where and how to expend our earnings. Penetrating the Internet market is one of the options. Many high-end companies have begun targeting the mainstream or mid-market, searching for growth where the web performs as an optimal advertising and sales instrument. However, the question is whether it is feasible to alter the fundamental principles of the Internet, converting it into a platform for exhibiting and distributing top-premium articles, while maintaining their perception of the unreachable and invaluable? The creator of this thesis found this phenomenon fascinating, since there appears to be a contradiction between the core values of luxury and the Internet, where the reluctance towards moving online has been understandable. Therefore, the purpose of this paper is to comprehend the progression that luxury have went through, and search for description to build a structure for future references. The thesis is based on theoretical framework and begins with a profound comprehension on what specifies luxury as well as the web and e-commerce, accompanied by case studies combining both elements. Luxury and Internet appear to be compatible with each other as the web and social media are indispensable tools these days.