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Cluster Analysis Of Luxury Brands On The Internet

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  • Angy Geerts

Abstract

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.

Suggested Citation

  • Angy Geerts, 2013. "Cluster Analysis Of Luxury Brands On The Internet," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(2), pages 79-92.
    • Handle: RePEc:ibf:ijmmre:v:6:y:2013:i:2:p:79-92
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    References listed on IDEAS

    as
    1. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    2. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, December.
    3. Li, Baibing & Martin, Elaine B. & Morris, A. Julian, 2002. "On principal component analysis in L1," Computational Statistics & Data Analysis, Elsevier, vol. 40(3), pages 471-474, September.
    4. Gilles Laurent & B. Dubois, 1993. "Is There a Euro Consumer for Luxury Goods ?," Post-Print hal-00829067, HAL.
    5. Henri Isaac & Pierre Volle, 2011. "E-commerce : de la stratégie à la mise en oeuvre opérationnelle," Post-Print hal-00718445, HAL.
    6. Pierre Volle & Laurent Florès, 2005. "Potentiel relationnel et impact du site de marque sur la performance marketing," Post-Print halshs-00151273, HAL.
    7. repec:dau:papers:123456789/1418 is not listed on IDEAS
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    Citations

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    Cited by:

    1. Beuckels, Emma & Hudders, Liselot, 2016. "An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 135-142.
    2. Huber, Sebastian & Gebien, Oliver, 2018. "Against all Odds - E-Commerce Success in the Luxury Goods Industry," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(5), pages 76-81.
    3. Elodie Deprince & Angy Geerts, 2019. "Evidence On Expectations Of Luxury Vs Nonluxury Consumers On Facebook Luxury Brand Pages," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 13(2), pages 81-94.
    4. Baker, Jeff & Ashill, Nick & Amer, Noha & Diab, Ekram, 2018. "The internet dilemma: An exploratory study of luxury firms’ usage of internet-based technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 37-47.
    5. Klaus, Philipp ‘Phil’, 2020. "The end of the world as we know it? The influence of online channels on the luxury customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Estrella Díaz & David Martín-Consuegra & Hooman Estelami, 2016. "A persuasive-based latent class segmentation analysis of luxury brand websites," Electronic Commerce Research, Springer, vol. 16(3), pages 401-424, September.

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    More about this item

    Keywords

    Internet; Luxury Brands; Typology; Web Sites;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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