Marketing communications of luxury brands: a case study of LVMH – Maria Dolgova
Maria Dolgova
Master's thesis
Marketing communications of luxury brands: a case study of LVMH
Marketingové Komunikace Luxusních Značek: Případová Studie LVMH
Abstract:
Cílem dané diplomové práce je určit specifické rysy marketingové komunikace v luxusním průmyslu a najít důvody pro změny v procesu rozhodování o nákupu spotřebitelů. Výzkum zkoumá účinky cross-kulturních vlivů na spotěbitele luxusních značek ohledně jejich vnímání luxusních značek, faktory, které ovlivňují rozhodnutí o nákupu a výběr nejatraktivnějších marketingových komunikačních kanálů. Výzkum byl …moreAbstract:
The aim of the given diploma thesis is to determine specific features of marketing communications in luxury industry and find reasons for changes in the process of consumers buying decision-making. The study examines effects of cross-cultural influence on luxury brands consumers regarding their perceptions of luxury brands, factors affecting purchase decision and choice of the most attractive marketing …more
Language used: English
Date on which the thesis was submitted / produced: 29. 3. 2015
Thesis defence
- Supervisor: Ing. Richard Selby, Ph.D.
Citation record
ISO 690-compliant citation record:
DOLGOVA, Maria. \textit{Marketing communications of luxury brands: a case study of LVMH}. Online. Master's thesis. Praha: Czech University of Life Sciences Prague, Faculty of Economics and Management. 2015. Available from: https://theses.cz/id/fbo0wm/.
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Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementMaster programme / field:
Economics and Management / Economics and Management
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