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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Detalhes bibliográficos
Autor principal: Nogueira, Ana Teresa Pereira Gotelib (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
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
Texto completo:http://hdl.handle.net/10400.14/38078
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/38078

Texto Completo

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

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