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CAPTURING AND MAINTAINING THE ESSENCE OF LUXURY IN THE
DYNAMIC GLOBAL MARKETPLACE
by
Jessica Marie de los Santos
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2009
Copyright 2009 Jessica Marie de los Santos
Object Description
| Title | Capturing and maintaining the essence of luxury in the dynamic global marketplace |
| Author | Santos, Jessica Marie de los |
| Author email | jdls8992@yahoo.com; jdelossa@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2009-01-14 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-03-31 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Durbin, Dan Kotler, Jonathan |
| Abstract | The purpose of this manuscript is to discuss how the field of public relations has evolved to incorporate a variety of communication practices, specifically brand management. It concentrates on the particular area of luxury branding, and utilizes a case studies approach to illustrate this phenomena in several different industries. It includes a thorough review of multiple studies regarding brand management and consumer communication strategies. The case studies highlight the high-end areas of fashion, automotive, travel and hospitality industries, and are evaluated from a strategic perspective that analyzes the successes and failures of various communication methods. Overall, this thesis emphasizes the heightening importance of customization and experience for the luxury audience, and concludes with recommendations on how public relations practitioners can be more effective to their respective audiences, both presently and in the future. |
| Keyword | luxury; luxury branding; branding; Dubai; Jaguar; Ritz Carlton; Michael Kors; future audiences; class; affluent; communication strategies; luxury vehicles; luxury travel; luxury hospitality; luxury fashion; premium vs. luxury; consumer loyalty; luxury trends; language of luxury; how to communicate luxury; history of branding; history of luxury; public relations; brand management; customization; brand experience; luxury experience |
| Geographic subject (city or populated place) | Dubai |
| Geographic subject (country) | USA |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2040 |
| Rights | Santos, Jessica Marie de los |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Santos-2614 |
| Archival file | uscthesesreloadpub_Volume26/etd-Santos-2614.pdf |
Description
| Title | Page 1 |
| Full text | CAPTURING AND MAINTAINING THE ESSENCE OF LUXURY IN THE DYNAMIC GLOBAL MARKETPLACE by Jessica Marie de los Santos A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2009 Copyright 2009 Jessica Marie de los Santos |
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