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EXPLORATORY STUDY OF THE CO-CREATION OF VALUE FOR LUXURY BRAND OWNERS: USING SOCIAL MEDIA

The rapid increase in the uptake of social media has presented brand owners with a new channel for marketing communications. However, the adoption of social media by luxury brand owners is a topic that generates much debate because of the conflict between the accessibility this generates and the lux...

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Bibliographic Details
Main Author:	Pattie, Ben
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25288/

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