An exploration of the way consumers use digital media of luxury fashion brands to create value: A case study analysis of Burberry

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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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Bibliographic Details
Main Author:	Bass, Chloe
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Subjects:	value (co-)creation luxury digital
Online Access:	https://eprints.nottingham.ac.uk/37204/

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