An exploration of the way consumers use digital media of luxury fashion brands to create value: A case study analysis of Burberry
This dissertation aimed to assess the effectiveness of Burberry’s digital marketing strategy at targeting millennials, whilst also investigating how and why its consumers create value via digital media. The study employed a mixed methods case study approach to data collection. During Phase I, 60 pre...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2016
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| Online Access: | https://eprints.nottingham.ac.uk/37204/ |