Undergraduate Honors Thesis

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.

Creator

• Moye, Madison

Date Awarded

• 2019-04-15

Academic Affiliation

• Advertising, Public Relations and Media Design

Advisor

• Hopp, Tobby

Committee Member

• Poole, Lori

Granting Institution

• University of Colorado Boulder

Subject

• Luxury brand
• Transparent brand communication
• Preference
• Brand name products
• Enduring
• Trust
• Ephemeral
• Consumers' preferences
• Transparency
• Attitudes

Ultima modifica

• 2020-04-24

Resource Type

• Undergraduate Honors Thesis

Dichiarazione dei diritti

• In Copyright

Language

• English [eng]

Le relazioni

In Collection:

• College of Media, Communication & Information Honors Theses

Elementi

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