How luxury brands operating under the 'creator´s light' approach manage the online shift? brand and consumer perspectives

Autor:	Mattioli, Simone
Přispěvatelé:	Silveira, Catherine Da
Jazyk:	angličtina
Rok vydání:	2021
Předmět:	Creator a light brands Online shift Strategic rethinking ComputingMilieux_MISCELLANEOUS Ciências Sociais::Economia e Gestão [Domínio/Área Científica] Growth opportunity
Zdroj:	Repositório Científico de Acesso Aberto de Portugal Repositório Científico de Acesso Aberto de Portugal (RCAAP) instacron:RCAAP
Popis:	As we live in times of extreme changes, Companies and brands are pushed to move in the online direction quickly. This is a difficult step for luxury brands, considering the importance of the experiential side of their offer. This work project explores how the luxury industry is managing the shift, focusing on brands addressing the "creator's light" approach, which exposes them particularly to the online challenges. We did it by confronting brands' strategies with consumers' opinion about them, drawing final conclusions from the comparison.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::d0634e504a5f8c43ac71747492b1c4d6 Zobrazit plný text záznamu