Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276005 
Year of Publication: 
2018
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 35 [Issue:] 5 [Year:] 2018 [Pages:] 76-81
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
For many years, it has been debated if at all – and to what extent – high-priced goods in general and luxury brands specifically are suitable for online commerce (e.g. Arrigo, 2014 or Dall'Olmo Riley and Lacroix, 2003). Many distinct characteristics of strategic luxury brand management intuitively contradict the dynamics of e-commerce, with its fully transparent pricing and an affinity for lower-priced items, the focus on immediate order fulfilment, a generally younger and highly technology-savvy consumer audience and democratic interaction between consumers and brands, to name just a few (c.f. Müller-Stewens and Berghaus, 2014).
Document Type: 
Article

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