@phdthesis{8528679,
  abstract     = {{The rise of the internet technology has drawn the attention of many luxury marketers and researchers. Digital marketing is regarded as “activities, institutions, and processes facilitated by digital technologies for creating, communicating and delivering value for customers and other stake-holders” (Kannan & Li, 2017, p. 23). Digital marketing enhances value for customers and creates customer equity and firm value (Kannan & Li, 2017). For luxury brands, it is not a big problem to integrate certain digital technologies into their marketing strategies such as marketing research (e.g., big data) and product design (e.g., e-mass customization). However, digital technologies for promotion (e.g., retargeting) and distribution (e.g., e-commerce) can be problematic for luxury brands because the essence of luxury like relative inaccessibility, expensiveness, distance and exclusivity may not be compatible with this practice (Kapferer, 2015). Due to the huge difference between luxury and generic brands, digital marketing strategies that are widely used by generic brands may not be suitable for luxury brands (Dion & Arnould, 2011; Kapferer, 2012; Bjørn-Andersen & Hansen, 2011). However, the effectiveness of many digital marketing strategies remains unknown for luxury brands.
Therefore, this dissertation serves the purpose of exploring possible digital marketing strategies for luxury brands, focusing on digital tracking technologies and extrinsic cues in e-commerce. In each chapter, we test the effectiveness a particular digital marketing strategy that has been widely used by generic brands. Additionally, the underlying mechanism will also be unraveled. Furthermore, we also investigate the moderating role of the cultural orientation (i.e., Power Distance, Individualism, Uncertainty Avoidance) in influencing the effectiveness of these marketing strategies.}},
  author       = {{Yu, Shubin}},
  language     = {{eng}},
  pages        = {{232}},
  publisher    = {{Ghent University. Faculty of Political and Social Sciences}},
  school       = {{Ghent University}},
  title        = {{Luxury brands in the digital age : an empirical analysis of the effectiveness of digital marketing strategies}},
  year         = {{2017}},
}