Authors propose a framework to compare brand associations that origin directly from the communication of luxury brand, to consumers’ brand associations that origin from luxury fashion bloggers’ social pages, with the purpose to identify most common luxury dimensions rising from the online communication of brands and bloggers.
Fashion luxury brands through online brand associations / Aiello, G; Donvito, R; Mazzoli, V; Grazzini, L.. - ELETTRONICO. - (2016), pp. 147-150. (Intervento presentato al convegno XXVIII Sinergie Annual Conference Management in a Digital World. Decisions, Production, Communication) [10.7433/SRECP.EA.2016.27].
Fashion luxury brands through online brand associations
AIELLO, GAETANO;DONVITO, RAFFAELE;MAZZOLI, VALENTINA;GRAZZINI, LAURA
2016
Abstract
Authors propose a framework to compare brand associations that origin directly from the communication of luxury brand, to consumers’ brand associations that origin from luxury fashion bloggers’ social pages, with the purpose to identify most common luxury dimensions rising from the online communication of brands and bloggers.
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