| Titre : |
Barriers to adoption of the third-party marketplace model for luxury brands |
| Type de document : |
Mémoire |
| Auteurs : |
Cathryn MCEACHERN, Auteur |
| Année de publication : |
2023 |
| Importance : |
41p. |
| Note générale : |
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| Langues : |
Français (fre) Langues originales : Anglais (eng) |
| Mots-clés : |
Management
MARKETING ACHAT ; INDUSTRIE DU LUXE SECTEUR ; COMPORTEMENT DU CONSOMMATEUR
|
| Résumé : |
In the dynamic digital landscape, brands worldwide are facing increasing pressure to innovate. While marketplaces are gaining momentum across various industries, the luxury industry remains relatively traditional. This study addresses the limited research on barriers to entry for luxury brands in the third-party marketplace model and examines how their reputation and user experience expectations influence consumers' willingness to shop on this new channel. The research question explores whether luxury brands can leverage the third party marketplace model while maintaining user experience expectations. Through a combination of quantitative and qualitative methods, this study identifies significant barriers from both the consumer and brand perspectives. The analysis reveals that consumers perceive higher prices on marketplaces and face challenges in replicating the luxury experience online. However, concerns regarding authenticity and seller responsibilities did not emerge as significant barriers. These findings suggest that consumers generally have an open attitude towards luxury brands adopting the third-party marketplace model, but careful consideration of potential barriers is crucial for a smooth transition. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581978 |
Barriers to adoption of the third-party marketplace model for luxury brands / 2023 
