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OMNICHANNEL COMMUNICATION OF SUSTAINABILITY IN THE LUXURY FASHION SECTOR: A STRATEGY TO INCREASE CONSUMER BRAND ENGAGEMENT
Costanza Dasmi, Olga Nechaeva
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/422495
3,000원
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.
키워드
Luxury fashionBrand engagementOmnichannel communicateSustainability Reference available upon request
저자
