La experiencia de cliente de las marcas de moda de lujo en las flagship y los corners

  1. Izquierdo, Vanessa 1
  2. Ayestarán Crespo, Raquel
  3. García Guardia, María Luisa
  1. 1 Centro de Estudios Garrigues
Journal:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Year of publication: 2018

Issue Title: Adolescencias y Riesgos: Escenarios para la Socialización en las Sociedades Globales

Issue: 23

Pages: 416-434

Type: Article

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Prisma Social: revista de investigación social

Abstract

The impact of luxury brands on fashion in general and on society requires a detailed study in the constant search to understand how experience influences the act of buying. With new marketing strategies and the rise of flagship stores the customer of luxury fashion brands requires personal attention levels much higher than those provided in other areas. This research seeks to deepen the aspects that influence the customer experience in luxury fashion brands stores to establish tools that help to formulate new strategies and tactics that help enrich the experience and contribute to the best perception of the brand and of the product

Bibliographic References

  • Bassani, M.; Sbalchiero, S.; Ben Youssef, K. Y Magne, s. (2008).Bbrand design. construire la personnalité d’une marque gagnante. bruselas: éditions de boeck université
  • Blázquez Cano, m. (2014). Consumer experience in a multichannel retail environment : a cross country study of the fashion sector [tesis doctoral no publicada]. universidad complutense de Madrid, facultad de ciencias de la información, España. recuperado de e-prints (repositorio de tesis institucional). enlace: http://eprints.ucm. es/30061/1/t36049.pdf
  • Brakus, J. Josko; Schmitt, Bernd h.; Zarantonello, Lia (2009) “Brand experience: what is it? how do we measure it? and does it affect loyalty?” en journal of marketing, volumen 73 (mayo), pp. 52-68
  • Colombo, D. y Castrillón, F. (2010). “Comunicación de marcas de lujo. el deseo de generar deseo” en the journal of pr, año 1, número 1, páginas 61-85
  • Khan, i. y Rahman, z. (2015). “A review and future directions of brand experience research” en international strategic management review, número 3, pp. 1-14. consultado el 10 de mayo de 2016. recuperado de http://www.sciencedirect.com/science/journal/23067748
  • Heilbrunn, B. (2007). La marque. Paris : presses universitaires de france. colección “que-sais je ?”
  • Heine, K (2011) The concept of luxury brands. Berlin: bartek goldmann and krate vredenburg
  • Kapferer, J-N (2006). Faq. la marque. la marque en questions: résponses d’un spécialiste. parís : dunodref. 3.3.
  • Lewi, G. (2003). Les marques, mythologies du quotidien. comprendre le succès des grandes marques. París: village mondial, pearson education france
  • Lockshin, L. & Spawton, T (2001) Using involment and brand equity to develop a wine tourism strategy. international journal of wine marketing; 13, 72-81
  • Macintosh, G. & Lockshin, L. (1997). Retail relationship and store royalty: a multilevel perspective. international journal of research in marketing; 14, 487-497
  • Michaud, Y. (2015). El nuevo lujo. experiencias, arrogancia y autenticidad. Barcelona: taurus
  • Morrison, S. y Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience en brand management, volumen 14, número 5, pp. 410-421
  • Molina, A., Martín, V.J., Santos, J. & Aranda, E. (2009). Consumer service and loyalty in spanish grocery store retailing: an empirical study. international journal of consumer studies; 33, 477-485
  • Pine, B. J. y Gilmore, J. H. (1998). “Welcome to the experience economy” en harvard business review, pp. 97-105
  • Okonkwo, U (2007) Luxury fashion branding. trends, tactics and tecniques. Usa: Plagrave macmillan.
  • Schmitt, B. (2010). Experience marketing: concepts, frameworks and consumer insights en foundations and trends in marketing, volumen 5, número 2, pp. 55-112
  • Trespalacios G, J; Vázquez C, R; Estrada A, E; González M, C (Coordinadores) (2015) En la piel del cliente: escuchar, atraer, retener. Cátedra fundación ramón areces de distribución comercial Universidad de Oviedo.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
Data source: Dialnet