Attachment in Marketing: An Exploratory Study of the Role of Social Media in the Creation of an Emotional Bond Between Luxury Fashion Brands and Consumers
This dissertation aims to understand the role of social media in the creation of an emotional bond between consumers and luxury fashion brands along with the ways to create, maintain or enhance the bond. The influence of consumers’ interest in and use of social media to their attachment with luxury...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2014
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| Online Access: | https://eprints.nottingham.ac.uk/27451/ |