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OMNICHANNEL COMMUNICATION OF SUSTAINABILITY IN THE LUXURY FASHION SECTOR: A STRATEGY TO INCREASE CONSUMER BRAND ENGAGEMENT

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/422495
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

저자
  • Costanza Dasmi(University of Pisa, Italy)
  • Olga Nechaeva(University of Pisa, Italy)