| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point |
| Autor/-in: | Duma, Fabio Hallier Willi, Christine |
| DOI: | 10.15444/GMC2016.04.06.01 |
| Tagungsband: | Global marketing conference proceedings |
| Seite(n): | 416 |
| Seiten bis: | 424 |
| Angaben zur Konferenz: | Global Marketing Conference, Hong Kong, 21-24 July 2016 |
| Erscheinungsdatum: | 2016 |
| Verlag / Hrsg. Institution: | Global Alliance of Marketing & Management Associations |
| ISSN: | 1976-8699 |
| Sprache: | Englisch |
| Schlagwörter: | Corporate identity; Luxury brand management; Luxury brand strategy; Luxury service; Service marketing; Service quality; Customer-contact employee; Frontline employee; Behavioral branding; Non-participant observation |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/16559 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | International Management Institute (IMI) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Duma, F., & Hallier Willi, C. (2016). Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point [Conference paper]. Global Marketing Conference Proceedings, 416–424. https://doi.org/10.15444/GMC2016.04.06.01
Duma, F. and Hallier Willi, C. (2016) ‘Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point’, in Global marketing conference proceedings. Global Alliance of Marketing & Management Associations, pp. 416–424. Available at: https://doi.org/10.15444/GMC2016.04.06.01.
F. Duma and C. Hallier Willi, “Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point,” in Global marketing conference proceedings, 2016, pp. 416–424. doi: 10.15444/GMC2016.04.06.01.
DUMA, Fabio und Christine HALLIER WILLI, 2016. Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point. In: Global marketing conference proceedings. Conference paper. Global Alliance of Marketing & Management Associations. 2016. S. 416–424
Duma, Fabio, and Christine Hallier Willi. 2016. “Aligning Identity and Behavior in Luxury Watch Retail : Understanding the Front Reality of Sales Staff in Luxury Watch Boutiques as a Starting Point.” Conference paper. In Global Marketing Conference Proceedings, 416–24. Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GMC2016.04.06.01.
Duma, Fabio, and Christine Hallier Willi. “Aligning Identity and Behavior in Luxury Watch Retail : Understanding the Front Reality of Sales Staff in Luxury Watch Boutiques as a Starting Point.” Global Marketing Conference Proceedings, Global Alliance of Marketing & Management Associations, 2016, pp. 416–24, https://doi.org/10.15444/GMC2016.04.06.01.
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