TY  - BOOK
AU  - Ozuem, Wilson
AU  - Azemi, Yllka
TI  - Digital marketing strategies for fashion and luxury brands
T2  - Advances in marketing, customer relationship management, and E-services (AMCRMES) book series
SN  - 9781522526971
AV  - HD9940.A2  D54 2018
PB  - Hershey, PA : IGI Global, Business Science Reference, 2018.
KW  - Fashion merchandising
KW  - Luxury goods
KW  - Internet marketing
KW  - Bibliography B3 FLM - Distribution
N1  - Includes bibliographical references (pages 362-451) and index; 1. Designing indulgent interaction : luxury fashion, M-commerce, and Übermensch — 2. Gender fluidity in the age of technologically mediated environments: implications for fashion industry — 3. Fast-fashion meets social networking users: implications for international marketing strategy — 4. Organizational and marketing challenges in designing and implementing an omnichannel strategy for luxury fashion brands — 5. Online service failure and recovery strategies in luxury brands: a view from justice theory — 6. Digital marketing strategies for luxury cosmetics brands: Latin America's case - Colombia — 7. Omnichannel retailing and perceived service quality — 8. "Exclusivity dared" : impact of digital marketing on luxury fashion brands — 9. Mirror, mirror @ the e-mall: online buying intent for luxury clothes and fashion innovativeness of gay males — 10. The lux made in case study: building value on luxury digital districts — 11. User-generated content and consumer purchase intentions in the cosmetic industry: social impact perspective — 12. How to drive brand communication in virtual settings : an analytical approach based on digital data (consumer brand alignment and social engagement) — 13. Developing compelling online recovery strategies: implications for the fashion clothing industry — 14. Luxury product decision-making strategy : leveraging social media to create the emotional component of the strategy — 15. Drivers, constraints, and consequences of consumer-brand engagement in the luxury fashion sector — 16. Social identity matters: social media and brand perceptions in the fashion apparel and accessories industries
N2  - This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe
ER  -