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.


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:

Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

3,979 since deposited on 08 Jan 2014
683 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

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
Institution: Queensland University of Technology
Deposited On: 08 Jan 2014 06:16
Last Modified: 21 Jun 2017 14:48

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page