The power of stories

: luxury brand communication on social media

Abstract

The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was collected through semi-structured interviews with three luxury brands and thereafter with potential consumers. The findings identified four ways luxury brands portray their values through the role of brand storytelling on social media: (1) guaranteeing consistency (2) maintaining authenticity (3) remaining aspirational (4) engaging and educating. The research adds to existing literature in the luxury sector and brand communication.

Date of Award	28 Apr 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)