The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings

Article

Passavanti, R., Pantano, E., Priporas, C. and Verteramo⁠, S. 2020. The use of new technologies for corporate marketing communication in luxury retailing: preliminary findings. Qualitative Market Research: An International Journal. 23 (3), pp. 503-521. https://doi.org/10.1108/QMR-11-2017-0144
TypeArticle
TitleThe use of new technologies for corporate marketing communication in luxury retailing: preliminary findings
AuthorsPassavanti, R., Pantano, E., Priporas, C. and Verteramo⁠, S.
Abstract

The aim of this paper is to explore the extent to which luxury brand retailers employ new technologies as a tool for corporate marketing communication.
We employed a multiple-case study consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, we interviewed the key person in charge of marketing innovation strategies, and we collected data from annual reports, press releases, and direct observation of all the new technology categories used.
Our findings reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.
The study provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.
This study is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

PublisherEmerald Publishing Limited
JournalQualitative Market Research: An International Journal
ISSN1352-2752
Publication dates
Online03 Feb 2020
Print14 Oct 2020
Publication process dates
Deposited16 May 2019
Accepted23 Mar 2019
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the accepted version of the manuscript "The use of new technologies for corporate marketing communication in luxury retailing: Preliminary findings", published in the journal "Qualitative Market Research: An International Journal" available via the journal site at: https://doi.org/10.1108/QMR-11-2017-0144
This article is © 2020, Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-11-2017-0144
LanguageEnglish
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Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers
Andronikidis, A., Vassiliadis, C., Fotiadis, T. and Priporas, C. 2008. Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers. International Journal of Technology Marketing. 3 (1), pp. 20-38.
Services managers’ awareness of crisis management: attitudes and preparation
Priporas, C. and Poimenidis, I. 2008. Services managers’ awareness of crisis management: attitudes and preparation. Innovative Marketing. 4 (3), pp. 37-45.
Patient satisfaction measurement for in-hospital services: a pilot study in Greece
Priporas, C., Laspa, C. and Kamenidou, I. 2008. Patient satisfaction measurement for in-hospital services: a pilot study in Greece. Journal of Medical Marketing. 8 (4), pp. 325-340. https://doi.org/10.1057/jmm.2008.21
University students attitudes to mobile political communication
Mylona, I. and Priporas, C. 2008. University students attitudes to mobile political communication. International Journal of Mobile Marketing. 3 (2), pp. 54-60.
Measuring destination image and consumer choice criteria: the case of Mykonos Island
Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.
Store choice in computer retailing: the case of home users in Greece
Theodoridis, C. and Priporas, C. 2009. Store choice in computer retailing: the case of home users in Greece. EuroMed Journal of Business. 4 (1), pp. 58-68. https://doi.org/10.1108/14502190910956693
Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels
Kamenidou, I., Balkoulis, N. and Priporas, C. 2009. Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels. International Journal of Leisure and Tourism Marketing. 1 (2), pp. 152-172. https://doi.org/10.1504/IJLTM.2009.026481
A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece
Galanou, E. and Priporas, C. 2009. A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece. International Journal of Training & Development. 13 (4), pp. 221-246.
Factors predicting consumers’ knowledge of spirulina health benefits
Kamenidou, I. and Priporas, C. 2010. Factors predicting consumers’ knowledge of spirulina health benefits. Journal of Food, Agriculture & Environment. 8 (1), pp. 16-20.
The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece
Iliopoulos, E. and Priporas, C. 2011. The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research. 11 (261).
Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
Priporas, C. and Kamenidou, I. 2011. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management. 18 (4/5), pp. 264-273. https://doi.org/10.1057/bm.2010.40
Qualitative findings on marketing management practices from Greek ski centers
Priporas, C., Vassiliadis, C. and Stylos, N. 2012. Qualitative findings on marketing management practices from Greek ski centers. Qualitative Market Research: An International Journal. 15 (4), pp. 385-403. https://doi.org/10.1108/13522751211257079
An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece
Vassiliadis, C., Priporas, C. and Andronikidis, A. 2013. An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece. Tourism Management. 34, pp. 61-70. https://doi.org/10.1016/j.tourman.2012.03.013
Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers
Priporas, C. and Mylona, I. 2008. Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers. International Journal of Mobile Communications. 6 (4), pp. 456-466.