How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/132603 |
Resumo: | As we live in times of extreme changes, Companies and brands are pushed to move in the online direction quickly. This is a difficult step for luxury brands, considering the importance of the experiential side of their offer. This work project explores how the luxury industry is managing the shift, focusing on brands addressing the "creator's light" approach, which exposes them particularly to the online challenges. We did it by confronting brands' strategies with consumers' opinion about them, drawing final conclusions from the comparison. |
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How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectivesCreator a light brandsOnline shiftStrategic rethinkingGrowth opportunityDomínio/Área Científica::Ciências Sociais::Economia e GestãoAs we live in times of extreme changes, Companies and brands are pushed to move in the online direction quickly. This is a difficult step for luxury brands, considering the importance of the experiential side of their offer. This work project explores how the luxury industry is managing the shift, focusing on brands addressing the "creator's light" approach, which exposes them particularly to the online challenges. We did it by confronting brands' strategies with consumers' opinion about them, drawing final conclusions from the comparison.Silveira, Catherine DaRUNMattioli, Simone2022-02-09T16:25:09Z2021-01-122021-01-032021-01-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132603TID:202829596enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:11:18Zoai:run.unl.pt:10362/132603Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:32.480196Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
title |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
spellingShingle |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives Mattioli, Simone Creator a light brands Online shift Strategic rethinking Growth opportunity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
title_full |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
title_fullStr |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
title_full_unstemmed |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
title_sort |
How luxury brands operating under the "creator´s light" approach manage the online shift? brand and consumer perspectives |
author |
Mattioli, Simone |
author_facet |
Mattioli, Simone |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine Da RUN |
dc.contributor.author.fl_str_mv |
Mattioli, Simone |
dc.subject.por.fl_str_mv |
Creator a light brands Online shift Strategic rethinking Growth opportunity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Creator a light brands Online shift Strategic rethinking Growth opportunity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
As we live in times of extreme changes, Companies and brands are pushed to move in the online direction quickly. This is a difficult step for luxury brands, considering the importance of the experiential side of their offer. This work project explores how the luxury industry is managing the shift, focusing on brands addressing the "creator's light" approach, which exposes them particularly to the online challenges. We did it by confronting brands' strategies with consumers' opinion about them, drawing final conclusions from the comparison. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-01-12 2021-01-03 2021-01-12T00:00:00Z 2022-02-09T16:25:09Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/132603 TID:202829596 |
url |
http://hdl.handle.net/10362/132603 |
identifier_str_mv |
TID:202829596 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138077996744704 |