Digital Marketing Strategies for Fashion and Luxury Brands

Editor: Ozuem, Wilson
Publication Year: 2017
Publisher: IGI Global

Single-User Purchase Price: $210.00
Unlimited-User Purchase Price: $315.00
ISBN: 978-1-52-252697-1
Category: Business, Finance & Economics - Marketing
Image Count: 19
Book Status: Available
Table of Contents

Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products.

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Table of Contents

  • Editorial Advisory Board
  • Foreword
  • Foreword
  • Preface
  • Designing Indulgent Interaction: Luxury Fashion, M-Commerce, and Übermensch
  • Gender Fluidity in the Age of Technologically Mediated Environments: Implications for Fashion Industry
  • Fast-Fashion Meets Social Networking Users: Implications for International Marketing Strategy
  • Organisational and Marketing Challenges in Designing and Implementing an Omnichannel Strategy for Luxury Fashion Brands
  • Online Service Failure and Recovery Strategies in Luxury Brands: A View From Justice Theory
  • Digital Marketing Strategies for Luxury Cosmetics Brands: Latin America's Case – Colombia
  • Omni-Channel Retailing and Perceived Service Quality
  • “Exclusivity Dared”: Impact of Digital Marketing on Luxury Fashion Brands
  • Mirror, Mirror @ the E-Mall: On-Line Buying Intent for Luxury Clothes and Fashion Innovativeness of Gay Males
  • The Lux Made in Case Study: Building Value on Luxury Digital Districts
  • User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry: Social Impact Perspective
  • How to Drive Brand Communication in Virtual Settings: An Analytical Approach Based on Digital Data (Consumer Brand Alignment and Social Engagement)
  • Developing Compelling Online Recovery Strategies: Implications for the Fashion Clothing Industry
  • Luxury Product Decision-Making Strategy: Leveraging Social Media to Create the Emotional Component of the Strategy
  • Drivers, Constraints, and Consequences of Consumer-Brand Engagement in the Luxury Fashion Sector
  • Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries
  • Compilation of References
  • About the Contributors