Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/34664
Autoria: | Rodrigues, M. B. Loureiro, S. M. C. Guerreiro, J. Romero, M. I. R. |
Editor: | Roland T. Rust |
Data: | 2024 |
Título próprio: | Luxury brands in online gaming: Enhancing perceived quality of luxury products |
Título e volume do livro: | Global Fashion Management Conference Proceeding |
Paginação: | 375 - 380 |
Título do evento: | Marketing and Management in the Age of the Digital Fashion Transformation |
Referência bibliográfica: | Rodrigues, 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 |
ISSN: | 2288-825X |
DOI (Digital Object Identifier): | 10.15444/GFMC2024.04.07.03 |
Palavras-chave: | Brand credibility Brand coolness Perceived brand quality Luxury Ingame advertising |
Resumo: | Over 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. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Tamanho | Formato | |
---|---|---|---|
conferenceObject_107409.pdf | 205,69 kB | Adobe PDF | Ver/Abrir |
Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.