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  1. 1. From commercial product to art piece: luxury in the search of virtual exclusivity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Gvantsa Khabalashvili; Leyre Hermana García-Agulló; [2021]
    Nyckelord :luxury; luxury brand; art; artification; cultural capital; Business and Economics;

    Sammanfattning : 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