Selling Luxury Brands in Online Private Sales Multibrand Retailers--An Exploratory Study of Consumers’Perspective-中国期刊网

摘要 WithInternetchangingtheluxurybusinesslandscape,newplayershaveemergedsuchastheOnlinePrivateSalesRetailers(OPSRs).Theseofferonlinebuyerswithachoiceoflimited-timesalestohelpcompaniesgetridoftheiroverstocks.Luxurybrandsarenoexception.Noresearchhasbeenconductedabouthowluxuryconsumersrelatewithsuchwebsites,hencethispaper.Inanexploratoryfashion,interviewswithluxurybuyerswhoalsobuyonlineonOPSRs,areconductedtogetinsightsonconsumers’perceptionsandluxurybrandequitythatsellingthroughOPSRsmayhave.Wefindthatappropriateproductandbrandhelpconsumersforgetthattheyarebuyingbrands’unsoldstocks,thattransferringtheluxurywebmosphereswouldbepositivelyperceived,thatconsumersfromthesewebsitesarelookingforbenefitssuchasfreedomofuseandbranddiscovery,ratherthanpersonalizedoffers,thatmultiplediscountsonseveralOPSRsmaydamagetheluxury-perceptionofabrand,thattheprivatesalesmembersconsidertheservicetobegoodenoughforthedemandedprice,andthatpersonalizedinvitationscanhelpincreaseonlineconsumers’feelingsofdesirabilityandexclusivity.ThepaperconcludeswithpracticalrecommendationsforbothluxurycompaniesandOPSRs.

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Selling Luxury Brands in Online Private Sales Multibrand Retailers--An Exploratory Study of Consumers’Perspective

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Selling Luxury Brands in Online Private Sales Multibrand Retailers--An Exploratory Study of Consumers’Perspective

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