E-Commerce and Luxury - From the Perspective of Female German Customers

Jens K. Perret, Carmen Horn and Lina Holthaus

Marketing Review St.Gallen, 2022, vol. 39, issue 2, 52-59

Abstract: A study of established and up-and-coming female luxury consumers reveals that in both groups there is some antipathy against the increasing digitalization of luxury brands since they expect a loss in exclusiveness. This is particularly significant in the case of Chanel, where the antipathy against digitalization is more pronounced.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276183

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