• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Promotion of Luxury Sports Cars in Russia

Student: Nalbandyan Lusine

Supervisor:

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2020

The graduate master's project was aimed at developing elements of a communication strategy and creating recommendations to maintain customer loyalty of the Lamborghini brand in Russia. The theoretical component of the study in the field of visual communications of luxury brands, promotion through social networks, events was studied, and the psychology of consumers of the luxury segment were studied. Current cases of the luxury car market were examined in this work as well. Based on the data obtained, in-depth interviews were conducted with the owners of luxury sports cars. These interviews also became the basis for recommendations on improving the communication strategy with the consumer of luxury sport cars.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses