Luxury brands in online gaming: Enhancing perceived quality of luxury products

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dc.contributor.authorRodrigues, M. B.
dc.contributor.authorLoureiro, S. M. C.
dc.contributor.authorGuerreiro, J.
dc.contributor.authorRomero, M. I. R.
dc.contributor.editorRoland T. Rust
dc.date.accessioned2025-06-17T07:45:16Z
dc.date.available2025-06-17T07:45:16Z
dc.date.issued2024
dc.date.updated2025-06-12T11:37:08Z
dc.description.abstractOver the past two decades, the luxury industry has undergone significant transformations. To maintain consumer engagement and visibility, luxury brands are now exploring the digital entertainment space, complementing their traditional strengths with a digital presence (Gilliland, 2020). In early 2019, Moschino released a capsule collection featuring iconic Sims motifs, which were later sold within the Sims game. Following this, Louis Vuitton became a trailblazer by selling “skins” in the League of Legends game. Skins are graphic downloads that alter the appearance of ingame characters. Subsequently, other renowned brands such as Gucci, Marc Jacobs, Valentino, and Balenciaga embraced this trend and collaborated with online games.eng
dc.description.versioninfo:eu-repo/semantics/acceptedVersion
dc.event.date2024
dc.event.locationMilãoeng
dc.event.titleMarketing and Management in the Age of the Digital Fashion Transformation
dc.event.typeConferênciapt
dc.identifier.citationRodrigues, M. B., Loureiro, S. M. C., Guerreiro, J., & Romero, M. I. R. (2024). Luxury brands in online gaming: Enhancing perceived quality of luxury products. In R. T. Rust (Ed.), Global Fashion Management Conference Proceeding (pp. 375-380). GOMMA. https://doi.org/10.15444/GFMC2024.04.07.03
dc.identifier.doi10.15444/GFMC2024.04.07.03
dc.identifier.issn2288-825X
dc.identifier.urihttp://hdl.handle.net/10071/34664
dc.language.isoeng
dc.pagination375 - 380
dc.peerreviewedyes
dc.publisherGOMMA
dc.relation.ispartofGlobal Fashion Management Conference Proceeding
dc.rightsopen access
dc.subjectBrand credibilityeng
dc.subjectBrand coolnesseng
dc.subjectPerceived brand qualityeng
dc.subjectLuxuryeng
dc.subjectIngame advertisingeng
dc.titleLuxury brands in online gaming: Enhancing perceived quality of luxury productseng
dc.typeconferenceObject
dspace.entity.typePublicationen
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-107409

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