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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Tiara Angelica Tarigan
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Communication Strategy Fashion Luxury Brand in Increase Brand Experience with among Millennials in the Time of the COVID-19 Pandemic: A Systematic Literature Review Tiara Angelica Tarigan; Irwansyah Irwansyah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.5828

Abstract

Literature review systematic this conducted for see trend related research with literature utilization implementation of communication strategy fashion luxury brand in increase brand experience to circles Millennials during the COVID -19 pandemic. 9 literatures on the range time 2021-2022 reviewed use method systematic literature review (SLR) for answer destination research. Studies this find that digital marketing is tool important for communicate brand luxurious market leading for circles millennial. Build digital relationship like via social media with consumer effect on intentions buy for luxury fashion brand. If brand could create designed marketing with good for their target audience, they could produce equity brand based on strong customer with give satisfying brand experience.
Co-Authors Irwansyah Irwansyah