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Engagement of E-marketing by Luxury Brands, including an Empirical Study.

Munster, R.H.E. van (2014) Engagement of E-marketing by Luxury Brands, including an Empirical Study.

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Abstract:The purpose of this study is to highlight the reasons provided by academic literature and the successful stories of luxury brands with their actual use of internet as marketing strategy, such to inspire other low or non-online active brands to engage the internet with all its possibilities and activities as well and thereby help solve the research problem: ‘How can luxury brands successfully engage the internet as marketing strategy?’ Luxury brands and the management of these brands are discussed in the background section, while the literature review elaborates on e-marketing and luxury brand management. Three key activities are introduced: interacting, storytelling and experience. After the online activity and highlights of five luxury brands: Burberry, Chanel, Louis Vuitton, Gucci and Dolce & Gabbana, the outcome of the empirical study conducted among these luxury brands is described and discussed. The survey shows that the brands can learn from eachother and the possibilities presented in the literature to enhance their marketing strategy and is providing supporting evidence from the field of practice that the possibilities and activities review described are actually used by the luxury brands and that low or non-online active luxury brands should engage the internet as their marketing strategy.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/65267
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