Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point
Authors : Duma, Fabio
Hallier Willi, Christine
DOI : 10.15444/GMC2016.04.06.01
Proceedings: Global marketing conference proceedings
Pages : 416
Pages to: 424
Conference details: Global Marketing Conference, Hong Kong, 21-24 July 2016
Issue Date: 2016
Publisher / Ed. Institution : Global Alliance of Marketing & Management Associations
ISSN: 1976-8699
Language : English
Subjects : Corporate identity; Luxury brand management; Luxury brand strategy; Luxury service; Service marketing; Service quality; Customer-contact employee; Frontline employee; Behavioral branding; Non-participant observation
Subject (DDC) : 658.8: Marketing management
Abstract: Luxury watch manufacturers open boutiques around the globe. A branded boutique is a promise to customers and much of the responsibility of keeping it weighs on frontline employees. However, not much is known about the “moments of truth” in monobrand boutiques. This study explores the “front reality” of sales staff and besides a theoretical and a managerial contribution provides a critical reflection of the methodological approach.
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in Collections:Publikationen School of Management and Law

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