Sökning: "Luxury marketing"

Visar resultat 21 - 25 av 98 uppsatser innehållade orden Luxury marketing.

  1. 21. Luxury fashion and nostalgia : A study from a marketing perspective

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Malin Tasapuro; Pontus Johansson; [2022]
    Nyckelord :luxury fashion; branding; nostalgia; marketing; symbolic meaning;

    Sammanfattning : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. LÄS MER

  3. 22. Representations of Women and Gender relations in Jamaican Tourism Promotional Marketing: An analysis of visual images on Jamaica’s national DMO website.

    Kandidat-uppsats, Lunds universitet/Sociologi

    Författare :Shailee Parasnis; [2022]
    Nyckelord :tourism images; male gaze; tourist gaze; gender stereotypes; ethnic stereotypes; sexualization; Jamaica; Social Sciences;

    Sammanfattning : Tourism images and representations depict women in a stereotypical way where men and women are represented differently. Like much advertising, women in tourism promotional marketing are sexualized and exoticized. Destinations are promoted through the use of the female body. LÄS MER

  4. 23. The Impact of Social Media Marketing on Customer Loyalty

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Matthew Rhodes; Julian Maracic; Tobias Axberg; [2022]
    Nyckelord :Customer Loyalty; Social Media Marketing Activities; SMMA; Entertainment; Interaction; Trendiness; Customization.;

    Sammanfattning : Background: To date, there have been several studies conducted on how social media marketing affects customer loyalty. However, they have been narrowed down to specific areas, such as luxury fashion, the airplane industry, and so on. Therefore, there is a literature gap on how social media marketing affects customer loyalty in general. LÄS MER

  5. 24. Fashionable Activism: A study of corporate activism in fashion brands' marketing communications and the effects of congruence as moderated by brand type and political leanings

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Andrea Jernberg; Vendela Angerlöv; [2022]
    Nyckelord :Corporate activism; Congruence; Marketing; Political leanings; Fashion brands;

    Sammanfattning : Corporate activism (CA) has become a commonplace occurrence whereby brands express support for different social-political causes. Despite its increasing prominence, corporate activism has not been extensively researched. LÄS MER

  7. 25. Vinna eller försvinna : Det västerländska lyxvarumärkets integration i Kina: digital marknadskommunikation och kulturella skillnader

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Daniella Sagun; [2022]
    Nyckelord :China; standardization; localization; international marketing; luxury brand;

    Sammanfattning : The paper studies cultural differences in marketing communication between the West and China, as well as how marketing communication differs between different Western luxury segments, in which extend luxury brands Louis Vuitton, BMW and Rolex use standardized or localized marketing strategies when integrating on digital platforms in China. The study draws attention to China as a unique phenomenon where great interest in luxury is mixed with new technology and strict political conventions. LÄS MER