CLUSTER ANALYSIS OF LUXURY BRANDS ON THE INTERNET

Angy Geerts

International Journal of Management and Marketing Research, 2013, vol. 6, issue 2, 79-92

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.

Keywords: Internet; Luxury Brands; Typology; Web Sites (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (6)

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