The Art of Digital Marketing for Fashion and Luxury Brands
Editor
- Wilson Ozuem(University of Cumbria)Silvia Ranfagni(University of Florence)
Abstract
Individual chapters are listed in the "Chapters" tab
Suggested Citation
DOI: 10.1007/978-3-030-70324-0
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Book Chapters
The following chapters of this book are listed in IDEAS- Elena Patten, 2021. "The Key Drivers of Perceived Omnichannel Service Quality in Fashion," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 3-30, Springer.
- Claudio Becagli & Matilde Milanesi, 2021. "Omnichannel Retailing and Brand Equity: A New Balance to Achieve," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 31-49, Springer.
- Peng Chen, 2021. "Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 51-79, Springer.
- Gordon Bowen & Deidre Bowen, 2021. "Fashion Bloggers: Temperament and Characteristics," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 81-104, Springer.
- Wilson Ozuem & Michelle Willis, 2021. "Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 107-129, Springer.
- Annette Kallevig, 2021. "Maintaining a Creative Brand Image in an Omnichannel World," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 131-151, Springer.
- Michelle Willis, 2021. "Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 153-177, Springer.
- Dominic Appiah & Alison Watson, 2021. "Exploring the Emergence of Luxury Smartphones and Switching Behaviour," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 179-197, Springer.
- Aster Mekonnen & Liz Larner, 2021. "Digital Marketing in Luxury Fashion: From Crisis to Strength," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 199-219, Springer.
- Donata Tania Vergura & Beatrice Luceri & Cristina Zerbini, 2021. "The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 221-242, Springer.
- Samuel Ayertey & Silvia Ranfagni & Sebastian Okafor, 2021. "Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 243-271, Springer.
- Monica Faraoni, 2021. "Building a Sustainable Brand Image in Luxury Fashion Companies," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 273-296, Springer.
- Lucia Varra, 2021. "Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 299-343, Springer.
- Serena Rovai & Li Jing, 2021. "Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 345-363, Springer.
- Giada Salvietti & Marco Ieva & Cristina Ziliani, 2021. "Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 365-395, Springer.
- Silvia Ranfagni & Wilson Ozuem, 2021. "Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 397-422, Springer.
- Nicola Bellini, 2021. "Opera as Luxury in Culture: The Marketing Impact of Digitalization," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 423-440, Springer.
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