How luxury brands manage their unique brand identity and customer engagement from a worldwide perspective
Tocci, Beatrice (A.A. 2021/2022) How luxury brands manage their unique brand identity and customer engagement from a worldwide perspective. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 100. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
An overview of luxury and its evolution. The definition of luxury. Luxury market structure. The evolution of the luxury market from “old luxury” to “new luxury”. The systematic and necessary elements of signature of a luxury brand. Brand identity and brand awareness. DNA and codes. The role of digital technologies in shaping brand image and reputation. From code to client perception. The importance of customers and their loyalty to the brand. Customer engagement. Emerging consumers. Customer relationship management (CRM). Different countries need different appoaches. An overview on the different local market arenas. Focus on Louis Vuitton. Louis Vuitton vs other brands.
| 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: | 2021/2022 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 26 Sep 2023 09:53 |
| Last Modified: | 26 Sep 2023 09:53 |
| URI: | https://tesi.luiss.it/id/eprint/36521 |
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