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Titre : |
The Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context |
Type de document : |
Mémoire |
Auteurs : |
Wittaya BURAPEE, Auteur |
Année de publication : |
2021 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; MARQUE ; PRODUIT DE LUXE ; WEBMARKETING
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Résumé : |
According to the report published by Bain & Company Consumers', awareness of luxury goods has increased under globalization and the evolution of digitalization in recent years, leading to the prosperity of the global luxury market, which grew at 4% and reached 281 billion in 2019, and the growth of numbers in brands. Many of the new endorsers such as social influencers appear in this era and especially in luxury fashion industry. They are increasingly popular and trendy among consumers while coexisting with many celebrities endorsers.Apart from the advertising from the brands themselves, it is interesting to study impactful factors that can manipulate consumer’s attitudes and buying attentions. We have seen many celebrities in the past. They are stars who are very well-known from many career paths.Nowadays, being known by public is no longer necessary to become a celebrity. Through this research, we aim to discover our primary research question “what is the impact of influencers and celebrities on consumers’ attitudes and behavior?”. Also, this study is expected to answer the sub-questions “Is there any negative impact?” and “Do people cross countries think and perceive the same way” to provide practical information to luxury professionals through the effective conceptualization of strategies. |
Programme : |
MSc Luxury Marketing |
Permalink : |
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