How luxury brands move away from their core business as a response to the psychological motivations evolution of the postmodern consumer
D'Alesio, Flaminia (A.A. 2019/2020) How luxury brands move away from their core business as a response to the psychological motivations evolution of the postmodern consumer. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 145. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The rise of postmodernism. The commoditization process and experience economy. The consumer evolution. The luxury consumption evolution. The brand's response to postmodernism. A different managerial approach. Experiential marketing. Brand extensions. Brand extensions of luxury brands. Diversification strategies and business cases. Diversification strategies. Diversified brands: 10 business cases. An analysis. The case of Bulgari. History. The Bulgari world. Measures of success and key success factors. A comparison with competitors. Effects of the Covid-19 pandemic on the luxury brand extensions. No one is immune to Covid-19, not even luxury. The tourism supply chain. The luxury brand extensions after Covid-19. What could they do?
References
Bibliografia: pp. 113-117. Sitografia: pp. 118-121.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Luxury management |
| Thesis Supervisor: | Festa, Alberto |
| Thesis Co-Supervisor: | Fei, Carlo |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 20 Apr 2021 12:25 |
| Last Modified: | 20 Apr 2021 12:25 |
| URI: | https://tesi.luiss.it/id/eprint/29082 |
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