The growing importance of the WWW as a commercial medium raises numerous issues regarding communication and retailing strategies for most companies. Therefore, research in this area is needed to gain a better understanding of this new marketing tool. Based on two samples, including managers and luxury brands consumers, this study uses an interpretive approach to assess the compatibility of the WWW with the marketing of luxury brands. Finally, preliminary findings on both samples are contrasted and managerial implications are discussed.
NYECK, S. and ROUX, E. (1997). WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers. In: Proceedings of the 2nd International Research Seminar on Marketing Communications and Consumer Behavior 1997. IAE Aix-en-Provence, pp. 296-316.