Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

“…Since exclusivity of luxury brands can be diluted through online marketing where mass audiences can access information, luxury marketers delayed employing social media marketing (Heine & Berghaus, 2014;Okonkwo, 2009). However, luxury fashion brands including Chanel, Dior, Burberry, and Prada have implemented social media marketing strategies to engage with consumers (Dhaoui, 2014;Mike, 2014;Park, Song, & Ko, 2011).…”

Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters

“…The most challenging task for the long-lasting success of luxury fashion brands is to communicate value by providing novel value and building strong customer bonds (Choi, Ko, Kim, & Mattila, 2015;Kim & Ko, 2010a, 2012 through unique interactions differentiating them from the competition. To create novel values, luxury fashion brands have focused their marketing efforts on digital communication and art encounters (Heine & Berghaus, 2014;Tynan, Mckechnie, & Chhuon, 2010), using Internet, social media, and digital technologies as marketing tools (Dhaoui, 2014). Customers can learn about brands for making smarter consumption decisions through B2C interactions via various online platforms.…”

Sustainable Luxury Marketing: A Synthesis and Research Agenda

“…Luxury, compared with non‐luxury, is synonymous with superior quality, uniqueness and going beyond need; it is uncompromisingly extravagant in terms of effort and material. It often exhibits craftsmanship and expertise, and it is enduring (Atwal and Williams ; Berry ; Heine and Berghaus ; Kapferer and Bastien ; Poelina and Nordensvard ). In some sectors, such as luxury food, refinement in texture, taste or quality is expected (van der Veen 2010).…”