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Publication - Dr Eleonora Pantano

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


    Passavanti, R, Pantano, E, Priporas, C-V & Verteramo, S, 2019, ‘The use of new technologies for corporate marketing communication in luxury retailing’. Qualitative Market Research: An International Journal.


    Purpose- 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.
    Design/methodology/approach- 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.
    Findings- 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.
    Research limitations/implications- 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.
    Originality/value- This study is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

    Full details in the University publications repository