The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings

Passavanti, Rosanna, Pantano, Eleonora, Priporas, Constantinos-Vasilios and Verteramo⁠, Saverino (2019) The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings. Qualitative Market Research: An International Journal . ISSN 1352-2752 (Accepted/In press) (doi:10.1108/QMR-11-2017-0144)

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The aim of this paper is to explore the extent to which luxury brand retailers employ new technologies as a tool for corporate marketing communication.
We employed a multiple-case study consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, we interviewed the key person in charge of marketing innovation strategies, and we collected data from annual reports, press releases, and direct observation of all the new technology categories used.
Our findings reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.
The study provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.
This study is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 26606
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Depositing User: Costas Priporas
Date Deposited: 16 May 2019 12:00
Last Modified: 17 Feb 2020 21:13

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