Technology, omnichannel strategy and events for customer loyalty in luxury: the range rover case study
Santyan Y Velasco, Virginia (A.A. 2024/2025) Technology, omnichannel strategy and events for customer loyalty in luxury: the range rover case study. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 129. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Customer experience, digitalization and events: theoretical framework. The evolution of customer experience in brand management. Digitalization and technology in customer experience. The role of events in customer experience and loyalty. Customer experience in the luxury automotive sector, in the automotive sector in particular. JLR’s brand strategy and Range Rover’s customer experience. Relevance of sensory experiences, omnichannel strategy and events in luxury today. JLR’s house of brands: from Jaguar Land Rover to four distinct marques. Digital and omnichannel strategies at range rover. Test on range rover's customer engagement. Research design and methodology. Data analysis techniques. Strategic interpretation and implications.
References
Bibliografia: pp. 125-129.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Brand management |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 15 Jan 2026 11:23 |
| Last Modified: | 15 Jan 2026 11:23 |
| URI: | https://tesi.luiss.it/id/eprint/44692 |
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