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2024 | OriginalPaper | Buchkapitel

14. Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework

verfasst von : Fabrizio Mosca, Wided Batat, Valentina Chiaudano

Erschienen in: Digital Transformation for Fashion and Luxury Brands

Verlag: Springer International Publishing

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Abstract

While developments in digital luxury brand communication have led to several studies about the motivation of digital users to engage with luxury brands and the effect of online communication on consumers, few researchers have addressed the role of heritage within the digital environment. This chapter therefore responds to the call for research studies on how the unique characteristics of luxury brands are communicated in social media by analyzing specifically how luxury brands communicate their heritage on social media. The research results in a framework that categorizes online communication about the heritage of luxury brands according to four dimensions: The founder and his or her family, the link with the past, the processing techniques of the past, and the people who made the brand famous.

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Vorheriges Kapitel Strategies for Greening the Fashion Supply Chain

Nächstes Kapitel Customer-Brand Interactions and Service Failure Recovery

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Titel: Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework
verfasst von: Fabrizio Mosca
Wided Batat
Valentina Chiaudano
Verlag: Springer International Publishing
Buch: Digital Transformation for Fashion and Luxury Brands
Print ISBN: 978-3-031-35588-2

Electronic ISBN: 978-3-031-35589-9

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-031-35589-9_14