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2013-12-01 - Article/Dans un journal avec peer-review - Anglais - 14 page(s)

Geerts Angy , "Cluster Analysis of Luxury Brands on the Internet" in International Journal of Management and Marketing Research, 6, 2, 79-93

  • Codes CREF : Marketing et publicité (DI4365)
  • Unités de recherche UMONS : Marketing et Communication (W727)
  • Instituts UMONS : Institut de Recherche en Développement Humain et des Organisations (HumanOrg)

Abstract(s) :

(Anglais) This paper is examines the way luxury brands use the Internet in their communication strategy. The research is based on a literature review of luxury brands and Internet concepts as well as the way luxury brands use the Internet as a media. The paper develops an analysis grid based both on academic and managerial perspectives. A content analysis of web sites is realized to propose a typology of luxury brands in four categories: Traditional E-shops; Artistic E-shops; Luxury Interactive; Traditionalists.