A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE

Era of digital transformation has created an entirely new class of competitionacross businesses. Companies have to keep up withthese changes and in turndeveloping new ways of doingtheir businesses in order to survive, and to respond and adapttheir position in suchcompetitiveenvironments. The mobile...

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Autores principales:	Nurdan TEKEOĞLU, Kübra KÜÇÜK
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2020
Materias:	digital marketing fashion luxury consumer behavior brand Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/26b9195bbd414eb89f5e570b6b42e36b
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spelling	oai:doaj.org-article:26b9195bbd414eb89f5e570b6b42e36b2021-11-24T09:20:36ZA DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE2148-416310.29228/JASSS.29148https://doaj.org/article/26b9195bbd414eb89f5e570b6b42e36b2020-05-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=c9268467-ed95-416b-862a-1f124aee9bf3.pdf&key=29148https://doaj.org/toc/2148-4163Era of digital transformation has created an entirely new class of competitionacross businesses. Companies have to keep up withthese changes and in turndeveloping new ways of doingtheir businesses in order to survive, and to respond and adapttheir position in suchcompetitiveenvironments. The mobile internet and social media have created new digital communication channelsbetween a company and itscustomerslabelled as ‘digital channels’ (Edelman, 2010 :62). Digital channels have played a significantrole in the digital revolutionthrough online connectivity. Digital trends in society have enabledindividuals to communicatewithout the boundaries of time or place, accessing information worldwide and making multiple transactions in real time (Brand & Henning, 2002). Movingfromhere, customers are no longer justdownloading or searching for static data, but are able to interact, upload and sharetheirown content to a wider online network. Customer interactions through digital channels have influenced business strategy(Schultz & Peltier 2013). The main challenge faced by companiesisunderstandingtheircustomer’sneedsthroughthesechannels, as traditionalcustomer segmentation is no longer valid in a digital world (Numes&Cespedes 2003 :104). Ratherthandeveloping and launching digital channels; makingthemtrulyengaging and valuable to the customerisdifficult(Schultz & Peltier, 2013). Marketing and design research has proventhatemotions have influence on attitudes and behaviourstowards brands and the economic value of long-termcustomerrelationships (Hill, 2010; Mattila, 2001). This paperintends to provide an overviewonluxuryfashion marketing and luxury brand marketing, by looking at thecurrentrole of digital marketing in luxuryfashion brand Burberry, (rankingninety-fourth on the 2015 Forbes list of Woldmostvaluable brands, eighth on the 2015 Luxury Institute of New York list and first ranked by Digital IQ Score on 2016) The paperalsohighlights the significance of integrating digital marketing as a key component to drive success.The studyalsoshows an illustration ofintersecting the areas of emotions, business communications and digital channel to provide insights into the Burberry’s digital customerexperience.Nurdan TEKEOĞLUKübra KÜÇÜKFırat Universityarticledigital marketingfashionluxuryconsumer behaviorbrandSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 13, Iss 79, Pp 407-414 (2020)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	digital marketing fashion luxury consumer behavior brand Social Sciences H Social sciences (General) H1-99
spellingShingle	digital marketing fashion luxury consumer behavior brand Social Sciences H Social sciences (General) H1-99 Nurdan TEKEOĞLU Kübra KÜÇÜK A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
description	Era of digital transformation has created an entirely new class of competitionacross businesses. Companies have to keep up withthese changes and in turndeveloping new ways of doingtheir businesses in order to survive, and to respond and adapttheir position in suchcompetitiveenvironments. The mobile internet and social media have created new digital communication channelsbetween a company and itscustomerslabelled as ‘digital channels’ (Edelman, 2010 :62). Digital channels have played a significantrole in the digital revolutionthrough online connectivity. Digital trends in society have enabledindividuals to communicatewithout the boundaries of time or place, accessing information worldwide and making multiple transactions in real time (Brand & Henning, 2002). Movingfromhere, customers are no longer justdownloading or searching for static data, but are able to interact, upload and sharetheirown content to a wider online network. Customer interactions through digital channels have influenced business strategy(Schultz & Peltier 2013). The main challenge faced by companiesisunderstandingtheircustomer’sneedsthroughthesechannels, as traditionalcustomer segmentation is no longer valid in a digital world (Numes&Cespedes 2003 :104). Ratherthandeveloping and launching digital channels; makingthemtrulyengaging and valuable to the customerisdifficult(Schultz & Peltier, 2013). Marketing and design research has proventhatemotions have influence on attitudes and behaviourstowards brands and the economic value of long-termcustomerrelationships (Hill, 2010; Mattila, 2001). This paperintends to provide an overviewonluxuryfashion marketing and luxury brand marketing, by looking at thecurrentrole of digital marketing in luxuryfashion brand Burberry, (rankingninety-fourth on the 2015 Forbes list of Woldmostvaluable brands, eighth on the 2015 Luxury Institute of New York list and first ranked by Digital IQ Score on 2016) The paperalsohighlights the significance of integrating digital marketing as a key component to drive success.The studyalsoshows an illustration ofintersecting the areas of emotions, business communications and digital channel to provide insights into the Burberry’s digital customerexperience.
format	article
author	Nurdan TEKEOĞLU Kübra KÜÇÜK
author_facet	Nurdan TEKEOĞLU Kübra KÜÇÜK
author_sort	Nurdan TEKEOĞLU
title	A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
title_short	A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
title_full	A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
title_fullStr	A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
title_full_unstemmed	A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE
title_sort	digital touch to luxury brand marketing: review of burberry case
publisher	Fırat University
publishDate	2020
url	https://doaj.org/article/26b9195bbd414eb89f5e570b6b42e36b
work_keys_str_mv	AT nurdantekeoglu adigitaltouchtoluxurybrandmarketingreviewofburberrycase AT kubrakucuk adigitaltouchtoluxurybrandmarketingreviewofburberrycase AT nurdantekeoglu digitaltouchtoluxurybrandmarketingreviewofburberrycase AT kubrakucuk digitaltouchtoluxurybrandmarketingreviewofburberrycase
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A DIGITAL TOUCH TO LUXURY BRAND MARKETING: REVIEW OF BURBERRY CASE

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