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Article
Publication date: 3 February 2020

Rosanna Passavanti, Eleonora Pantano, Constantinos Vasilios Priporas and Saverino Verteramo

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

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Abstract

Purpose

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

Design/methodology/approach

The authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, the authors interviewed the key person in charge of marketing innovation strategies and collected data from annual reports, press releases and direct observation of all the new technology categories used.

Findings

The findings of this paper reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.

Research limitations/implications

This paper provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.

Originality/value

This paper is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 14 October 2020

Charles Dennis, Pantea Foroudi, T.C. Melewar, Philip Kitchen, Yioula Melanthiou and Ioanna Papasolonou

421

Abstract

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

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