The use of new technologies for corporate marketing communication in luxury retailing

Rosanna Passavanti, Eleonora Pantano, Constantinos-Vasilios Priporas, Saverino Verteramo

Research output: Contribution to journalArticle (Academic Journal)peer-review

140 Downloads (Pure)

Abstract

Purpose- The aim of this paper is to explore the extent to which luxury brand retailers employ new technologies as a tool for corporate marketing communication.
Design/methodology/approach- We employed a multiple-case study consisting of five
information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, we interviewed the key person in charge of marketing innovation strategies, and we collected data from annual reports, press releases, and direct observation of all the new technology categories used.
Findings- Our findings reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.
Research limitations/implications- The study provides an empirical contribution to the
emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.
Originality/value- This study is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.
Original languageEnglish
JournalQualitative Market Research: An International Journal
Publication statusAccepted/In press - 23 Mar 2019

Structured keywords

  • MGMT Marketing and Consumption

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