Page 1 |
Save page Remove page | Previous | 1 of 77 | Next |
|
small (250x250 max)
medium (500x500 max)
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
Subset |
BRANDING LUXURY:
FINDING A BALANCE BETWEEN EXCLUSIVITY AND THE
INCLUSIVITY OF A DIGITAL WORLD
by
Alexandra Zalicki
A Thesis 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)
May 2012
Copyright 2012 Alexandra Zalicki
Object Description
| Title | Branding luxury: finding a balance between exclusivity and the inclusivity of a digital world |
| Author | Zalicki, Alexandra |
| Author email | zalicki@usc.edu;azalicki@yahoo.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-05-07 |
| Date submitted | 2012-05-07 |
| Date approved | 2012-05-07 |
| Restricted until | 2012-05-07 |
| Date published | 2012-05-07 |
| Advisor (committee chair) | Thorson, Kjerstin |
| Advisor (committee member) |
Floto, Jennifer Jackson, Laura Min |
| Abstract | The fashion industry had undergone tremendous changes in the last decade. In particular, the new inclusive digital environment has made it difficult for exclusive luxury brands to continue to operate without giving consideration to the wants of the consumer. ❧ This thesis examines how luxury brands can navigate the new technological environment by finding a balance between an exclusive brand image and the inclusivity of the digital realm. A detailed analysis of the online strategy of the luxury brand Oscar de la Renta serves to illustrate an effective balance when engaging with consumers online. |
| Keyword | luxury brands; fashion industry; social media; digital; twitter; exclusivity; branding; public relations; digital communication; brand identity; online presence; fashion media |
| 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 | Zalicki, Alexandra |
| 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_Volume4/etd-ZalickiAle-800.pdf |
Description
| Title | Page 1 |
| Full text | BRANDING LUXURY: FINDING A BALANCE BETWEEN EXCLUSIVITY AND THE INCLUSIVITY OF A DIGITAL WORLD by Alexandra Zalicki A Thesis 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) May 2012 Copyright 2012 Alexandra Zalicki |
Comments
Post a Comment for Page 1
