Luxury branding on the Internet: lost opportunity or impossibility?

The paper addresses the issue of the use of the Internet for the management of luxury brands. We investigate luxury managers' attitudes towards the use of the Internet to promote their brands and also assess consumers' opinions and behaviour concerning luxury brands Web sites. Finally, we...

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Bibliographic Details
Published in:Marketing intelligence & planning 2003-04, Vol.21 (2), p.96-104
Main Authors: Dall'Olmo Riley, Francesca, Lacroix, Caroline
Format: Article
Language:English
Subjects:
Attitudes
Brand identification
Brand image
Brand management
Brand names
Brand preferences
Brands
Communication
Consumers
Content analysis
Customers
France
Interactive marketing
Internet
Luxuries
Statistical analysis
Studies
United Kingdom
Web site design
Websites
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Summary:The paper addresses the issue of the use of the Internet for the management of luxury brands. We investigate luxury managers' attitudes towards the use of the Internet to promote their brands and also assess consumers' opinions and behaviour concerning luxury brands Web sites. Finally, we present the results of a content analysis of a number of luxury brands sites. Any discrepancies between expectations and reality are investigated. Results indicate that reality falls short of the expectations of both managers and customers and that the interactive potential of the Internet is not exploited. Furthermore, there is evidence that the Internet works best as a communication than as a customer acquisition channel for luxury brands.
ISSN:0263-4503
1758-8049
DOI:10.1108/02634500310465407