Provocative Marketing in Luxury Brand Communication

Student: Dorofeeva Aleksandra

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The main goal of the article is to identify features of using provocative marketing tools in communication strategies of luxury brands. The present study considers provocative advertising methods in the context of up-market brands’ marketing mixes. The main research methods are in-depth interviews with experts and case studies. Using the method of an in-depth interview with luxury industry leaders, it is expected to point out the expert evaluation of this marketing approach. We are also planning to conduct a case study to represent positive and negative experiences from the past years. Keywords: provocation, provocative advertising, provocative marketing, provocation in fashion, communication technologies, communications of luxury brands.

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