Bøger af Wilson Ozuem

This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via Springer Link.

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement.

Presents the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. This publication features coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing.