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Evidence On Internet Communication Management Strategies For Luxury Brands

Author

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  • Angy Geerts
  • Nathalie Veg-Sala

Abstract

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective. However, some years ago, all the luxury brands started to set up their own websites and some of them have gone as far as opening online shops. Then, regarding these paradoxes and a literature review, the purpose of this article is to analyze how luxury brands can manage scarcity and the use of Internet. To answer this question, a structural semiotic methodology on luxury brands and their communication is used. The purpose is to bring about a better understanding of how luxury brands use Internet in their communication strategy and how this media may or may not fit into a luxury brand’s management of the values of rarity. The methodology analyses factors that can impact the success or the failure of Internet communication for luxury brands. The results show that Internet is not entirely incompatible with luxury. It all depends on how it is used. Internet can strengthen the core values of brands thanks to original and interactive applications. But sometimes if not enough attention is paid, Internet may dilute the brand values. So many precautions have to be taken to avoid the dilution of brand narratives and some managerial implications are developed in this article, especially concerning e-shopping.

Suggested Citation

  • Angy Geerts & Nathalie Veg-Sala, 2011. "Evidence On Internet Communication Management Strategies For Luxury Brands," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(5), pages 81-94.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:5:p:81-94
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    References listed on IDEAS

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    1. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, October.
    2. Mick, David Glen, 1986. "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 196-213, September.
    3. Uche Okonkwo, 2007. "Le new luxe," Palgrave Macmillan Books, in: Luxury Fashion Branding, chapter 7, pages 225-245, Palgrave Macmillan.
    4. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
    5. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    Cited by:

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    2. 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.
    3. Hsieh, Yi-Ching & Chiu, Hung-Chang & Tang, Yun-Chia & Lee, Monle, 2018. "Do Colors Change Realities in Online Shopping?," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 14-27.
    4. Adrian Razvan Joanta (Rusan) & Marwa Bezzaouia, 2016. "Digital Marketing And Its Influences On The Perception Regarding Product Values And Luxury Brands," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 65-69, April.

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    More about this item

    Keywords

    Brand management; Internet; Communication; Luxury; Semiotic analyses.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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