Electronic Shopping Experience for Luxury Brands: A Factorial Analysis

Author(s):  
Nuno Martins ◽  
Sandrina Francisca Teixeira ◽  
José Luís Reis ◽  
Ana Torres
Author(s):  
Cesare Amatulli ◽  
Matteo De Angelis ◽  
Andrea Sestino ◽  
Gianluigi Guido

This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies.


Author(s):  
Fabrizio Mosca ◽  
Cecilia Casalegno ◽  
Giulia Bonelli ◽  
Chiara Civera

After digitalization, both scholars and practitioners found that luxury companies, which have invested in this transformation, not only have increased their revenues, but have also improved customer satisfaction. Luxury companies have reached a greater number of consumers worldwide, but the communication pillars have been preserved. In the near future, luxury companies will have to deal with the effects of COVID-19. Most likely, some of these changes will be a boost of the online shopping; a return to fewer purchases, of valuable items; and the need of an integrated shopping experience. The aim of the chapter is to show how luxury brands have embraced digital channels without losing their pillars. This chapter also aims to show that luxury companies have successfully invested in customer education and that consumers have adapted their behaviour to new touch points with the brand. Finally, this chapter aims to investigate new approaches to integrate the physical and the digital channels and the implications of COVID-19 on the communication strategies of luxury firms.


2019 ◽  
Vol 32 (6) ◽  
pp. 1226-1241
Author(s):  
Lan Xu ◽  
Lei Zhang ◽  
Nan Cui ◽  
Zhilin Yang

Purpose Augmented reality (AR) has emerged as a novel communication tool, which adds virtual computer-generated information to a viewer’s real life. The purpose of this paper is to investigate the effect of AR technology on consumers’ experience. Design/methodology/approach Four experiments were performed to test the effect of AR-based product display on the consumer’s attitude and the underlying mechanism of the effect. Findings The results have demonstrated that self-referencing reality simulation mediates the effect of AR technology on consumers’ product attitude, and the effect is attenuated when the consumers hold quality beliefs rather than taste beliefs or when the product is a luxury brand. Practical implications The current research suggests that managers should develop and adopt AR technology when presenting their products in front of consumers, which can improve consumers’ product attitude. Additionally, emphasizing the taste of target products rather than quality will strengthen the positive effect of AR technology on product attitude. Furthermore, managers of luxury brands should present their products in a traditional way, which induce an exclusive perception rather than using AR technology. Originality/value This paper investigates the underlying mechanism of how AR technology improves consumers’ product attitude and shopping experience, to fill the gap in consumers’ unique experience with AR technology. Furthermore, the moderated effect of consumer beliefs and product difference has also been examined in this study, which attributes to the research of product differentiation.


2013 ◽  
Vol 72 (2) ◽  
pp. 71-78
Author(s):  
Sophie Richardot

The aim of this study is to understand to what extent soliciting collective memory facilitates the appropriation of knowledge. After being informed about Milgram’s experiment on obedience to authority, students were asked to mention historical or contemporary events that came to mind while thinking about submission to authority. Main results of the factorial analysis show that the students who do not believe in the reproducibility of the experimental results oppose dramatic past events to a peaceful present, whereas those who do believe in the reproducibility of the results also mention dramatic contemporary events, thus linking past and present. Moreover, the students who do not accept the results for today personify historical events, whereas those who fully accept them generalize their impact. Therefore, according to their attitude toward this objet of knowledge, the students refer to two kinds of memory: a “closed memory,” which tends to relegate Milgram’s results to ancient history; and an “open memory,” which, on the contrary, transforms past events into a concept that helps them understand the present. Soliciting collective memory may contribute to the appropriation of knowledge provided the memory activated is an “open” one, linking past to present and going beyond the singularity of the event.


Author(s):  
Adam Craig ◽  
Heather M. Johnson ◽  
Stacy L. Wood ◽  
Yuliya A. Komarova ◽  
Jennifer M. C. Vendemia
Keyword(s):  

2020 ◽  
Author(s):  
Michaël Flacandji ◽  
Nina Krey
Keyword(s):  

2017 ◽  
Vol 5 (2) ◽  
pp. 85-108
Author(s):  
Varsha Jain ◽  
Chakshu Bhandari ◽  
Ganesh B.E.

Luxury perfume brands are an integral part of the luxury brands sector globally and nationally. One of the main reasons for the same is that luxury perfume brands have had an extended usage across cultures and traditions. Additionally, luxury perfume brands are a high involvement category. Thus, this category needs to be developed and promoted with a specific means. This means is the development of a strong and reflexive relation between the luxury perfume brands and the consumers. Further, it should be premised on both value based and utility based satisfaction. Despite this, there is a dearth of studies that have consolidated the means of developing strong interpersonal relations between this category and consumers. Therefore, this paper aims at discovering a framework for consolidating and developing a strong interpersonal relation between the luxury perfume brand and the consumers. To this effect, we have used qualitative research in the form of semi structured personal interviews supplemented by Zaltman Metaphor Elicitation Technique. The findings from these explorations were developed into a robust framework using the precepts of Brand Personality, CAC (Cogntive- Affective- Conative) model and the Triangulat theory of love.


2015 ◽  
Vol 6 (6) ◽  
pp. 1071-1085
Author(s):  
Mónica Díaz-Bustamante Ventisca ◽  
Sonia Laura Carcelén García ◽  
María Puelles Gallo

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