Luxury brand identity : the influence of mobile digital technology

Mahyari, Parisa (2014) Luxury brand identity : the influence of mobile digital technology. PhD thesis, Queensland University of Technology.

Abstract

This thesis examined the influence of mobile digital technology on the brand identity of luxury brands. Specifically it focused on the use of mobile applications by automobile, hotel and beauty brands and compared the perceptions of marketing managers with consumers on how mobile applications influenced luxury brand identity and image. Outcomes of this research included a model to depict the ongoing process between mobile-mediated luxury brand identity and image, and a typology of luxury brand mobile applications listing key features of mobile-mediated luxemosphere. Overall findings suggest that the influence of mobile applications on luxury brand identity has been negative, as their brand image appeared to be degraded, resulting in diminishing the brand identity.

Impact and interest:

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ID Code: 65651
Item Type: QUT Thesis (PhD)
Supervisor: Drennan, Judy & Kerr, Gayle
Keywords: Luxury, Brand Identity, Brand Image, Branding, Luxemosphere, Mobile Technology, Mobile Applications/ Apps, In-app Experience
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 08 Jan 2014 06:16
Last Modified: 07 Sep 2015 01:01

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