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Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment: A Study of Apparel Industry

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment: A Study of Apparel Industry

Harsha Gupta
Copyright: © 2018 |Pages: 26
ISBN13: 9781522531500|ISBN10: 1522531505|EISBN13: 9781522531517
DOI: 10.4018/978-1-5225-3150-0.ch008
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MLA

Gupta, Harsha. "Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment: A Study of Apparel Industry." Holistic Approaches to Brand Culture and Communication Across Industries, edited by Sabyasachi Dasgupta, et al., IGI Global, 2018, pp. 132-157. https://doi.org/10.4018/978-1-5225-3150-0.ch008

APA

Gupta, H. (2018). Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment: A Study of Apparel Industry. In S. Dasgupta, S. Biswal, & M. Ramesh (Eds.), Holistic Approaches to Brand Culture and Communication Across Industries (pp. 132-157). IGI Global. https://doi.org/10.4018/978-1-5225-3150-0.ch008

Chicago

Gupta, Harsha. "Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment: A Study of Apparel Industry." In Holistic Approaches to Brand Culture and Communication Across Industries, edited by Sabyasachi Dasgupta, Santosh Kumar Biswal, and M. Anil Ramesh, 132-157. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3150-0.ch008

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Abstract

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

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