Podcast as an Emerging Branded Content Tool: The Case of Luxury Fashion Brands en Communication and Smart Technologies
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Description
Luxury brands position themselves on creating offers through opening their world to their consumer, where exclusivity and prestige go hand in hand. This positioning is frequently supported by substantial brand heritage which is linked to history and the past. However, time changes and with time, evolution and technology have become new factors to take into account in order to establish the communication strategies for luxury brands. Communications moves fast, and the luxury brands have in the past had difficulties in embracing changes and adapting to new formats. Therefore, the purpose of this paper is to analyze the podcast as a branded content tool for luxury fashion brands.
ISBN
978-981-16-5792-4
Publication Date
1-2022
First Page
344
Last Page
353
Publisher
Springer International Publishing
City
Singapore
Recommended Citation
Garcia Hiljding, Isabel and Gargoles, Paula, "Podcast as an Emerging Branded Content Tool: The Case of Luxury Fashion Brands en Communication and Smart Technologies" (2022). Capítulos de libros. 58.
https://sciencevalue.udit.es/capitulos_libros/58