Managing the tensions between digitalization and luxury attributes

The objective of this dissertation is to understand how luxury brands can manage the tension between the luxury concept and digitalization. To answer the research question, I have adopted a qualitative approach and conducted a multiple case study. Brand selection complies with the following criteria...

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Bibliographic Details
Main Author: Nogueira, Ana Teresa Pereira Gotelib (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Traditional luxury
Exclusiveness
Emotional and interpersonal attributes
Offline and online marketing
Digital luxury
Luxo tradicional
Exclusividade
Características emocionais e interpessoais
Marketing tradicional e virtual
Luxo digital
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/38078
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/38078

Internet

http://hdl.handle.net/10400.14/38078

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