Luxury brand identity : the influence of mobile digital technology

摘要: This thesis examined the influence of mobile digital technology on brand identity luxury brands. Specifically it focused use applications by automobile, hotel and beauty brands compared perceptions marketing managers with consumers how influenced image. Outcomes this research included a model to depict ongoing process between mobile-mediated image, typology listing key features luxemosphere. Overall findings suggest that has been negative, as their image appeared be degraded, resulting in diminishing identity.