What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022

Titre : What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. Type de document : Mémoire Auteurs : Carla-Marie DACH, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management HISTOIRE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; MARKETING DIRECT ; MARQUE Résumé : The marketing strategies of luxury brands are constantly evolving to meet new consumer needs. Is storytelling evolving fast enough to cope with the emergence of the search for experience? Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and, above all, to attract customers. Storytelling is considered a powerful tool to build and maintain a strong brand image through its heritage. Through this dissertation and qualitative study of ten interviewees, all interviewed with a sequence of questions categorized into themes: their consumer profile in relation to storytelling, then their influenceability to see if storytelling has an influence on consumers, and finally their potential desires in terms of dynamic and active experiences other than storytelling. Building on previous academic research, the aim of this thesis is to understand why this tool can be so effective and what its mechanisms of influence are, thus giving the factors of effectiveness of storytelling on consumers, but also to highlight and understand its own limits of effectiveness. Several notions are addressed in this thesis such as identification, emotions, customer relationship, customer loyalty, brand commitment, customer experience. There is a lot of previous research on this topic, but it does not take into account the limitations of passive storytelling, i.e. in-store storytelling told by salespeople. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564578