Retail digitisation is a valuable opportunity for marketing professionals to increase consumer…
Retail digitisation is a valuable opportunity for marketing professionals to increase
consumer touchpoints and extend 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.
Secondary
data: Readily accessible data on digital competitive maps for luxury
brands exists in https://contactlab.com/en/more/reports/?rtype=luxury-goods-seriesen, with full .pdf reports from 2014-16 currently available. Readily accessible data on
brand value regarding luxury brands exists in http://
www.millwardbrown.com/brandz/top-global-brands, with full .pdf reports from 2006-
2017 currently available.
RQ
: This study aims to research the existence of a relationship between luxury
brands’ digital proficiency and brand value. Specific RQ: Does luxury brands’ digital
proficiency affects the brand’s value?
Variables: digital proficiency and brand value
Search
terms: brand value; luxury industry; brand value luxury digital; luxury digital;
luxury retail digital; brand value luxury; brand value retail digital
Merged
articles and
Reference
list: 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”.
Hennigs, N., Wiedmann, K. P., Klarmann, C. & Behrens, S. (2015). The complexity
of value in the luxury industry: From consumers’ individual value perception to
luxury consumption. International Journal of Retail & Distribution Management,
43(10/11), 922-939.
Koch, S. & Dikmen, A. (2015). Does successful social media marketing affect brand
value?: An empirical investigation. Journal of Electronic Commerce in
Organizations, 13(1), 15-26.
Phan, M., Thomas, R. & Heine, K. (2011). Social media and luxury brand
management: The case of Burberry. Journal of Global Fashion Marketing, 2(4),
213-222.
Comment [SM1]: The work looks VERY
PROFESSIONAL and provides all required
elements on a SINGLE PAGE, with suitable
page layout and font, etc.
Comment [SM2]: This is very well
presented; clear link to the student’s
profession (marketing) and clear
explanation of importance of the field.
Comment [SM3]:
It is not entirely clear if there is data or
if there are just some report’s findings.
Repeating (reviewing) some report’s
findings is NOT research – it is basically
copying the analysis that someone else
has done, which is NOT ENOUGH. Data
is required that needs to be ANALYSED
in an original manner.
This is an example of a secondary data
section of assessment 1.1 that does not
consider journals as data (this is good!)
but it is not fully clear if there actually is
data in here (this could be clearer, e.g.
by providing SLIGHTLY more detail on
what the data looks like.
Comment [SM4]: This is nicely
presented and clear in terms of the aim;
there is a typo in the RQ, which should be
avoided; and the term “digital proficiency”
is not entirely clear or consistent with the
rest of this work.
Note: you do NOT need to provide an aim
but if this clarifies your RQ, then you might
want to consider including one, like this
student has done.
Comment [SM5]:
Logical and suitable search terms,
consistent with the rest of the work,
although they seem to be incomplete –
where is the concept of “proficiency”?
Too many search terms
Too many terms with too many words
– the more words are used, the fewer
‘hits’ you will get and may end up not
getting anything.
Consider using quotation marks to
search for EXACT phrases and bring the
amount of hits down.
Comment [SM6]: These are some
nicely worded and critical sentences that fit
the field and specific RQ and demonstrate
good ability to bring sources together.
Comment [SM7]: Nicely presented and
entirely consistent. Recent and peerreviewed references only – this is good!
More than 3 can be rewarded with more
marks…
Comment [SM8]: This is incorrect here
– if the authors are part of the sentence,
you need to use the word ‘and’ – if the
authors are in brackets, you can use ‘&’.
Comment [SM9]: There is some space
at the bottom of the page – more
references or a little more detail could
have been provided.
