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Luxury and Social Media FINAL

Luxury and Social Media FINAL

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Published by Vasya Solo

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Published by: Vasya Solo on Jan 10, 2012
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02/28/2013

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1
 Luxury and Social Media.
New marketing communication approachestowards luxury brand building via social media.
«The Web, for luxury brands, isnot future, but the present.»
Dolce & Gabbana, 2010.
 
This Final Year Project is submitted as part of the requirements for the award of theBSc Business Studies.Presented by:
Vasilisa Solovyeva
ID number: 080022356Supervised by:
Caroline Wiertz
Marketing & Consumer BehaviourCass Business School, City University London24 March 2011.
I certify that I have complied with the guidelines on plagiarism outlined in the course handbook inthe production of this dissertation and that it is my own, unaided work.”Signature:
 
2
 
Acknowledgements
I would like to thank Caroline Wiertz for her guidance and great advice, VangelisKassotakis, the marketing director of Cartier, for inspiration, my friends and family,especially my father, for help, support and proof-reading.
 
3
 Abstract
The aim of this study is to identify the main marketing approaches incommunicating a luxury brand through social media. Employing a framework byPhilip Kotler (2008), a quantitative content analysis of the social media platformFacebook of six major luxury companies presented findings that were evaluated bycase study analysis. Specifically, the brand resonance pyramid, developed by KevinLane Keller (1993), is reviewed as a means to track how the marketingcommunications environment can affect luxury brand equity. The findings indicatethat all types of marketing communications are performed on the social mediaplatform, highlighting the differences that exist when product types are compared.Further cases studies present the extent to which marketing communications affectluxury branding strategy. This study contributes to marketing academic research onthe use of social media as part of brand building. However, there appears to beroom for further research.

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