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The democratization of intangible luxury

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dc.contributor.author Ramadan, Zahy
dc.date.accessioned 2019-09-24T08:28:06Z
dc.date.available 2019-09-24T08:28:06Z
dc.date.copyright 2019 en_US
dc.identifier.issn 0263-4503 en_US
dc.identifier.uri http://hdl.handle.net/10725/11335
dc.description.abstract Purpose The notion of luxury has changed due to the democratization and the fast adoption pace of intangible luxury service providers embedding voice-controlled assistants. In particular, Amazon’s Echo Look is expected to further democratize luxury services and consumer experience; indeed, this camera-based device acts as a personal consultant as it provides fashion advices based on the pictures of its users. Nonetheless, as the Echo Look proliferates the market, concerns around its potential disruption to the marketplace alongside usage-related issues, such as privacy, will arise. The paper aims to discuss these issues. Design/methodology/approach The research adopted an exploratory approach using elite interviewing. The sample included 17 experts in the fields of digital marketing, fashion consulting, information technology security and retailing. Findings The study pioneers the discussion on how interactive voice-activated assistant (IVA) devices can potentially outweigh concerns around safety and privacy through providing luxury-like personalized services. To that end, the Echo Look device was taken as the key example based on the unique features and benefits it provides to its users, namely, in being perceived as a personal fashion consultant. Originality/value The literature on intangible luxury based on IVA devices is still nascent. This study fills a considerable gap in the literature related to retailers’ technological innovations aimed at democratizing luxury-like personalized experiences. en_US
dc.language.iso en en_US
dc.title The democratization of intangible luxury en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Marketing Intelligence & Planning en_US
dc.journal.volume 37 en_US
dc.journal.issue 6 en_US
dc.article.pages 660-673 en_US
dc.keywords Luxury en_US
dc.keywords Technology en_US
dc.keywords Amazon en_US
dc.keywords Echo look en_US
dc.identifier.doi https://doi.org/10.1108/MIP-11-2018-0490 en_US
dc.identifier.ctation Ramadan, Z. (2019). The democratization of intangible luxury. Marketing Intelligence & Planning 37(6), 660-673 en_US
dc.author.email zr950367@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/MIP-11-2018-0490/full/html en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US


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