Augmented luxury: the future of virtual try-on in online high-end retail: a quantitative analysis of the impact on key customer metrics
Di Martino, Maura (A.A. 2022/2023) Augmented luxury: the future of virtual try-on in online high-end retail: a quantitative analysis of the impact on key customer metrics. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 132. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The luxury industry. Definition of luxury. The luxury market. Experiential marketing: the implications in luxury brand management. Augmented reality and virtual try-on technology. Origins and definition. Application in the luxury retail sector. Gucci: case study. Origins and key figures. Gucci's digital strategy. The Gucci MAR App. Quantitative analysis. Objectives and scope. Research framework and hypothesis development. Research design and methodology. Data collection methods. Description of the questionnaire. Variables definition. Reliability and internal consistency: cronbach's alpha.
References
Bibliografia: pp. 99-110. Sitografia: pp. 111-112.
| 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: | Managerial decision making |
| Thesis Supervisor: | Marengo, Luigi |
| Thesis Co-Supervisor: | Vitali, Luca |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 May 2024 07:33 |
| Last Modified: | 21 May 2024 07:33 |
| URI: | https://tesi.luiss.it/id/eprint/38543 |
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