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Digital marketing strategies for fashion and luxury brands / Wilson Ozuem and Yllka Azemi, editors.
- Format:
- Book
- Author/Creator:
- Ozuem, Wilson, 1974- author.
- Series:
- Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
- Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
- Language:
- English
- Subjects (All):
- Fashion merchandising.
- Luxuries--Internet marketing.
- Luxuries.
- Internet marketing.
- Physical Description:
- 24 PDFs (xxiii, 460 pages)
- Place of Publication:
- Hershey, Pennsylvania : IGI Global, 2018.
- System Details:
- Mode of access: World Wide Web.
- Summary:
- "This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe"-- Provided by publisher.
- Contents:
- Chapter 1. Designing indulgent interaction: luxury fashion, M-commerce, and {umlaut}Ubermensch
- Chapter 2. Gender fluidity in the age of technologically mediated environments: implications for fashion industry
- Chapter 3. Fast-fashion meets social networking users: implications for international marketing strategy
- Chapter 4. Organisational and marketing challenges in designing and implementing an omnichannel strategy for luxury fashion brands
- Chapter 5. Online service failure and recovery strategies in luxury brands: a view from justice theory
- Chapter 6. Digital marketing strategies for luxury cosmetics brands: Latin America's case
- Colombia
- Chapter 7. Omni-channel retailing and perceived service quality
- Chapter 8. "Exclusivity dared": impact of digital marketing on luxury fashion brands
- Chapter 9. Mirror, mirror @ the e-mall: on-line buying intent for luxury clothes and fashion innovativeness of gay males
- Chapter 10. The lux made in case study: building value on luxury digital districts
- Chapter 11. User-generated content and consumer purchase intentions in the cosmetic industry: social impact perspective
- Chapter 12. How to drive brand communication in virtual settings: an analytical approach based on digital data (consumer brand alignment and social engagement)
- Chapter 13. Developing compelling online recovery strategies: implications for the fashion clothing industry
- Chapter 14. Luxury product decision-making strategy: leveraging social media to create the emotional component of the strategy
- Chapter 15. Drivers, constraints, and consequences of consumer-brand engagement in the luxury fashion sector
- Chapter 16. Social identity matters: social media and brand perceptions in the fashion apparel and accessories industries.
- Notes:
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9781522526988
- OCLC:
- 1008585938
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