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- W73696507 abstract "Luxury brands have to maintain a fragile equilibrium between high exposure and awareness but a controlled level of sales. This problem, which is exclusive for luxury brands, is best summed up in the 'luxury brand paradox' in which the core is a balancing act. In this balancing act, the perception of exclusivity surpasses that of actual scarcity. The perception of exclusivity has to be invoked in consumers for the luxury brand paradox to maintain equilibrium. For brands, whose image, depends very much on, not only on selective distribution, but also many time exclusive distribution, choosing to go online, which is neither selective nor is it exclusive poses a challenge. Luxury brands have now been present on the Internet for a while and this paper views how luxury brands can communicate one of the basic premises for luxury brand management in an online environment, namely exclusivity. The results shows the luxury brand website as a locus for brand identity communication and the specific points of aesthetic communication, history and dynamic interaction as means of invoking exclusivity." @default.
- W73696507 created "2016-06-24" @default.
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- W73696507 date "2012-10-01" @default.
- W73696507 modified "2023-09-23" @default.
- W73696507 title "Communicating Luxury Brand Exclusivity Online" @default.
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