BUSN20019: Professional Project - Digital Proficiency and Brand Value - Business Assignment Help

Assignment Task:

Title:

The relationship between digital proficiency and brand value in the luxury brand sector.

Background and problem statement. 

Online retailing has seen significant growth over recent years. Retail digitisation is a valuable opportunity for marketing professionals to increase consumer touchpoints and extends or complement their in-store retail experience to the digital landscape. However, building an online presence represents a challenge to luxury brands given that exclusivity, high quality and uniqueness are the core of their existence. Luxury companies are facing the obstacle of profitably exploiting retail digitisation whilst maintaining or increasing their brand value.

1. Research question(s). 

Does luxury brands’ digital proficiency affect the brand’s value? 

Variables: digital proficiency and brand value 

2. Short literature review. 

Although Koch and Dikmen (2015) and Phan, Thomas and Heine (2011) believe that a fine-tuned consumer engagement through digital platforms can be beneficial to luxury brands’ value, their articles are restricted to social media and lack considerations of other types of digital encounters. Taking a more general approach, Hennigs, Wiedmann, Klarmann & Behrens (2015, p. 933) argue that luxury brands can explore the benefits of a digital presence and still maintain their exclusivity status by “offering selective online content and services”.

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