03649ntm a22005057i 4500 000551447 CZ-PrVSE 20190112205724.0 m d cr n|||||||||| 190112s2018 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Phan, Thi Thuy Trang ISIS:128245 dis The Application of Digital Media on Building Luxury Brand Awareness eng The Application of Digital Media on Building Luxury Brand Awareness / Thi Thuy Trang Phan 2018 ?? stran : digital, PDF soubor Vedoucí práce: Marija Zlatić Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2019 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2019 This thesis is conducted on the purpose of exploring the current implementation of digital media to build luxury brand awareness. It applies available knowledge of luxury marketing from leading scholars, most up-to-date data findings and reports from world-class research agencies. The problem space was identified from the changing path-to-purchase of new luxury customers forces that reveals how digital media has been influencing customer’s decision on choosing luxury brands. The study adopts a pragmatic approach that appears best suited to the research problem. Based on available literature, recent data, real-life cases and an organic online survey, the research was able to visualize the core application of selected digital media tools that are essential to attain more brand awareness. This includes social media marketing, e-commerce strategy that links to luxury omnichannel and disruptive technologies which will reshape the industry in a near future.Nowadays, approximately 80% of luxury purchases are proved to be digitally influenced (McKinsey, 2018). New luxury customers are said to be trend followers and often buy from top-of-mind brands. Market-winning luxury brands are those that realize how their customers engage on the Internet. They must successfully immerse digital marketing to existing branding strategies but persist in being exclusive. The approach is to build a digital ecosystem that intertwines various digital media tools to strengthen luxury brands advocacy. Such ecosystem will be introduced towards the end of the thesis and modified by findings from the survey to come up with diligent recommendations. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Luxury marketing Brand awareness Digital media Master thesis Zlatić, Marija ISIS:76341 ths Neumannová, Pavla ISIS:94063 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/62128/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/62128 Hlavní práce https://insis.vse.cz/zp/62128/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/62128/posudek/oponent/59450 Oponentura https://insis.vse.cz/zp/62128/podrobnosti dc:identifier NEPOSILAT VSKP vse62128 190108 62128