02970ntm a22004937i 4500 000491085 CZ-PrVSE 20170613134144.0 m d cr n|||||||||| 170613s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Savić, Nataša ISIS:121346 dis Luxury Brands in Digital Age - Keeping Up With Changing Customers eng Luxury Brands in Digital Age - Keeping up With Changing Customers / Nataša Savić 2017 ?? stran : digital, PDF soubor Vedoucí práce: Marija Zlatić Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2017 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2017 This thesis investigates luxury brands in the digital age and ways to keep up with changing customers. The aim of this thesis is to analyze the relationship between the perceived value of luxury brands and the digitalization of luxury customers. A quantitative method approach using regression analysis was employed to study this relationship laying the foundation for recommendations on how to adapt to changing luxury customers. Results indicate that there is a relationship between the digitalization of luxury customers and the perceived value of luxury brands. This provides evidence that luxury brands are affected by the digitalization of their customers. Furthermore, the development of a luxury purchase index enables individual customers to be ranked according to their perceived value of luxury brands. The findings of this thesis are value specifically to managers and academics as they bring forward strategic considerations in a contemporary luxury brand management context. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Digital Luxury Customers Luxury Marketing Luxury Brand Management Zlatić, Marija ISIS:76341 ths Cook, Gina, 1970- vse2016935249 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/57551/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/57551 Hlavní práce https://insis.vse.cz/zp/57551/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/57551/posudek/oponent/51341 Oponentura https://insis.vse.cz/zp/57551/podrobnosti dc:identifier NEPOSILAT VSKP vse57551 170602 57551