University of Twente Student Theses
Examining the impact of luxury value perceptions, extended-self and hedonism, and the role of luxury brands' online marketing campaigns on customer engagement.
Çitgez, Sara (2022) Examining the impact of luxury value perceptions, extended-self and hedonism, and the role of luxury brands' online marketing campaigns on customer engagement.
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| Abstract: | In today’s digital environment, luxury brands have increased their online marketing efforts in an attempt to encourage customer engagement. However, digital channels have negatively impacted the value, exclusivity and experience of luxury, and customer engagement has yet to be successfully achieved. As the impact of luxury value perceptions on online customer engagement is still widely unexplored, the purpose of this study is to investigate the role of online marketing campaigns in the effect of luxury value perceptions, extended-self and hedonism on customer engagement. This study uses an online questionnaire as the data collection method to measure perceptions of extended-self and hedonism and customer engagement - items were gathered from literature. Marketing campaigns were selected from three luxury brands: Chanel, Fendi, and Hermès. Linear regression analysis was employed to investigate the research model. The results indicate that when online luxury brand campaigns entail multi-sensory stimuli and antecedent for luxury value perceptions such as self-expression and escapism, perceptions of extended-self and hedonism have a positive effect on customer engagement. This suggests that luxury brands can achieve online customer engagement without losing the value of luxury by adopting the luxury value perceptions and multi-sensory stimuli in their online marketing strategies. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/90480 |
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