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A PUBLIC RELATIONS APPROACH TO EXPLORING CONSUMER BEHAVIOR
BEHIND LUXURY PURCHASES
by
Soumya Nath
A Professional Project Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2011
Copyright 2011 Soumya Nath
Object Description
| Title | A public relations approach to exploring consumer behavior behind luxury purchases |
| Author | Nath, Soumya |
| Author email | soumya.nath@gmail.com;soumya.nath@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-08-01 |
| Date submitted | 2011-08-01 |
| Date approved | 2011-08-02 |
| Restricted until | 2011-08-02 |
| Date published | 2011-08-02 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Lynch, Brenda Tenderich, Burghardt |
| Abstract | The goal of this thesis is to explore the definition of luxury, study the psychology of luxury with an emphasis on the travel industry and how public relations professionals can utilize the information for strategic planning and implement for luxury and lifestyle clients. The analysis also explores the consumers’ level of understanding and attitudes toward luxury and what factors influence their purchases. Through primary and secondary research, the author also identifies ways in which public relations professionals can utilize the results effectively to influence key audiences and provides recommendations. |
| Keyword | consumer behavior; luxury; luxury purchases; exploring consumer behavior; travel industry; public relations and luxury purchases |
| 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-m |
| Rights | Nath, Soumya |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-NathSoumya-232.pdf |
Description
| Title | Page 1 |
| Full text | A PUBLIC RELATIONS APPROACH TO EXPLORING CONSUMER BEHAVIOR BEHIND LUXURY PURCHASES by Soumya Nath A Professional Project Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2011 Copyright 2011 Soumya Nath |
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