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1. From commercial product to art piece: luxury in the search of virtual exclusivity
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. LÄS MER
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