The power of stories : luxury brand communication on social media

Bibliographic Details
Main Author: Andrade, Anna Carolina Forssblad Rebello de
Publication Date: 2021
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10400.14/35400
Summary: The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was collected through semi-structured interviews with three luxury brands and thereafter with potential consumers. The findings identified four ways luxury brands portray their values through the role of brand storytelling on social media: (1) guaranteeing consistency (2) maintaining authenticity (3) remaining aspirational (4) engaging and educating. The research adds to existing literature in the luxury sector and brand communication
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spelling The power of stories : luxury brand communication on social mediaLuxury brandsBrand storytellingLuxury valuesSocial mediaMarcas de luxoStorytellingValores de luxoComunicação socialThe purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was collected through semi-structured interviews with three luxury brands and thereafter with potential consumers. The findings identified four ways luxury brands portray their values through the role of brand storytelling on social media: (1) guaranteeing consistency (2) maintaining authenticity (3) remaining aspirational (4) engaging and educating. The research adds to existing literature in the luxury sector and brand communicationLeglise, LaureVeritatiAndrade, Anna Carolina Forssblad Rebello de2021-10-06T08:03:54Z2021-04-282021-042021-04-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/35400urn:tid:202728765enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-03-13T13:53:04Zoai:repositorio.ucp.pt:10400.14/35400Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T02:00:25.235925Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The power of stories : luxury brand communication on social media
title The power of stories : luxury brand communication on social media
spellingShingle The power of stories : luxury brand communication on social media
Andrade, Anna Carolina Forssblad Rebello de
Luxury brands
Brand storytelling
Luxury values
Social media
Marcas de luxo
Storytelling
Valores de luxo
Comunicação social
title_short The power of stories : luxury brand communication on social media
title_full The power of stories : luxury brand communication on social media
title_fullStr The power of stories : luxury brand communication on social media
title_full_unstemmed The power of stories : luxury brand communication on social media
title_sort The power of stories : luxury brand communication on social media
author Andrade, Anna Carolina Forssblad Rebello de
author_facet Andrade, Anna Carolina Forssblad Rebello de
author_role author
dc.contributor.none.fl_str_mv Leglise, Laure
Veritati
dc.contributor.author.fl_str_mv Andrade, Anna Carolina Forssblad Rebello de
dc.subject.por.fl_str_mv Luxury brands
Brand storytelling
Luxury values
Social media
Marcas de luxo
Storytelling
Valores de luxo
Comunicação social
topic Luxury brands
Brand storytelling
Luxury values
Social media
Marcas de luxo
Storytelling
Valores de luxo
Comunicação social
description The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was collected through semi-structured interviews with three luxury brands and thereafter with potential consumers. The findings identified four ways luxury brands portray their values through the role of brand storytelling on social media: (1) guaranteeing consistency (2) maintaining authenticity (3) remaining aspirational (4) engaging and educating. The research adds to existing literature in the luxury sector and brand communication
publishDate 2021
dc.date.none.fl_str_mv 2021-10-06T08:03:54Z
2021-04-28
2021-04
2021-04-28T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/35400
urn:tid:202728765
url http://hdl.handle.net/10400.14/35400
identifier_str_mv urn:tid:202728765
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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