How are multi-brand e-retailers addressing luxury brands´ dream equation?

Detalhes bibliográficos
Autor(a) principal: Quadros, Inês Neves E Castro De Castro e
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/10362/123473
Resumo: The dream equation, the positive and negative effect of brand awareness and penetration, respectively, on the luxury dream, has been challenged bye-commerce. This work project focuses on how five multi-brand e-retailers are addressing this equation. After conducting observations and in-depth semi-structured interviews, it is possible to infer that the dream is no longer related to what the theory predicts, but with the luxury experience. Interviewees do not feel that a true luxury experience is provided online as they do not feel exclusive. Therefore, multi-brand e-retailers, which increase brand accessibility and penetration, do not highly damage the dream equation anymore.
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spelling How are multi-brand e-retailers addressing luxury brands´ dream equation?LuxuryDream equationMulti-brand e-retailersBrand awarenessBrand penetration and accessibility.Domínio/Área Científica::Ciências Sociais::Economia e GestãoThe dream equation, the positive and negative effect of brand awareness and penetration, respectively, on the luxury dream, has been challenged bye-commerce. This work project focuses on how five multi-brand e-retailers are addressing this equation. After conducting observations and in-depth semi-structured interviews, it is possible to infer that the dream is no longer related to what the theory predicts, but with the luxury experience. Interviewees do not feel that a true luxury experience is provided online as they do not feel exclusive. Therefore, multi-brand e-retailers, which increase brand accessibility and penetration, do not highly damage the dream equation anymore.Maincourt, ChristopheRUNQuadros, Inês Neves E Castro De Castro e2021-08-31T14:51:08Z2021-01-182021-01-042021-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123473TID:202739392enginfo: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:RCAAP2024-03-11T05:04:49Zoai:run.unl.pt:10362/123473Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:03.847332Repositório 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 are multi-brand e-retailers addressing luxury brands´ dream equation?
title How are multi-brand e-retailers addressing luxury brands´ dream equation?
spellingShingle How are multi-brand e-retailers addressing luxury brands´ dream equation?
Quadros, Inês Neves E Castro De Castro e
Luxury
Dream equation
Multi-brand e-retailers
Brand awareness
Brand penetration and accessibility.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How are multi-brand e-retailers addressing luxury brands´ dream equation?
title_full How are multi-brand e-retailers addressing luxury brands´ dream equation?
title_fullStr How are multi-brand e-retailers addressing luxury brands´ dream equation?
title_full_unstemmed How are multi-brand e-retailers addressing luxury brands´ dream equation?
title_sort How are multi-brand e-retailers addressing luxury brands´ dream equation?
author Quadros, Inês Neves E Castro De Castro e
author_facet Quadros, Inês Neves E Castro De Castro e
author_role author
dc.contributor.none.fl_str_mv Maincourt, Christophe
RUN
dc.contributor.author.fl_str_mv Quadros, Inês Neves E Castro De Castro e
dc.subject.por.fl_str_mv Luxury
Dream equation
Multi-brand e-retailers
Brand awareness
Brand penetration and accessibility.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury
Dream equation
Multi-brand e-retailers
Brand awareness
Brand penetration and accessibility.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The dream equation, the positive and negative effect of brand awareness and penetration, respectively, on the luxury dream, has been challenged bye-commerce. This work project focuses on how five multi-brand e-retailers are addressing this equation. After conducting observations and in-depth semi-structured interviews, it is possible to infer that the dream is no longer related to what the theory predicts, but with the luxury experience. Interviewees do not feel that a true luxury experience is provided online as they do not feel exclusive. Therefore, multi-brand e-retailers, which increase brand accessibility and penetration, do not highly damage the dream equation anymore.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-31T14:51:08Z
2021-01-18
2021-01-04
2021-01-18T00:00:00Z
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/10362/123473
TID:202739392
url http://hdl.handle.net/10362/123473
identifier_str_mv TID:202739392
dc.language.iso.fl_str_mv eng
language eng
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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
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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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