The impact of the use of digital technologies on consumers’ perceptions of luxury brands / Marie Joe GEAGEA / 2023

Titre : The impact of the use of digital technologies on consumers’ perceptions of luxury brands Type de document : Mémoire Auteurs : Marie Joe GEAGEA, Auteur Année de publication : 2023 Importance : 30p. 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 page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management INDUSTRIE DU LUXE SECTEUR ; TECHNOLOGIE ; MARKETING ACHAT Résumé : Nowadays, the digital world is booming and gaining ground in the marketing strategies of brands. Social media platforms gained huge popularity among a big number of people during the last few years and new technologies such as augmented reality and virtual reality are emerging and attracting more and more people. Such practices are being increasingly adopted in the marketing strategies of brands. However, luxury brands differ from non-luxury ones in their attributes and in how people perceive them. To be successful, luxury brands’ marketers must decide on whether to include these digital practices in the marketing strategies of luxury brands and need to know exactly how to do so. This paper studied how the use of augmented reality, virtual reality and social media technologies in marketing strategies influences consumers’ perceptions of luxury brands. A qualitative study was conducted to assess the influence of the use of these digital practices on consumers’ perceptions of authenticity and exclusivity of luxury brands. Indeed, authenticity and exclusivity are major attributes of luxury brands. The study also aimed to asses whether luxury brands consumers are in favor of encountering luxury brands through augmented reality, virtual reality and social media technologies. The results showed a positive influence on consumers’ perceptions of luxury brands as long as the augmented reality and virtual reality technologies were of high quality and as long as the brand reflected its luxurious aura on social media. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581976