Document Type

Thesis

Publication Date

Spring 4-15-2019

First Advisor

Tobby Hopp

Second Advisor

Lori Poole

Abstract

This study proposed and tested a model of transparent communication effectiveness on luxury brands. The term, luxury brand, can be defined into two categories: enduring and ephemeral. This study analyzes one brand, Hermès, and places the brand into the two categories as well as implementing strategies of transparency. Testing if Hermès as an enduring brand with transparency could elicit positive results. This study employed a 2 (transparency vs. no transparency) x 2 (enduring vs. ephemeral) factorial experiment, where it tested consumer’s attitudes towards these conditions. The results of this experiment did not support the hypothesized model; however, the results did demonstrate that transparency can elicit higher levels of preference.

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