Table of Contents Preface.................................................................................................................................................xvi Acknowledgment..............................................................................................................................xxiii Section 1 Managing Global Luxury Brands in the Era of Digitalisation Chapter 1 TheEvolutionofDistributionintheLuxurySector:FromSingletoOmni-Channel............................ 1 Fabrizio Mosca, University of Turin, Italy Elisa Giacosa, University of Turin, Italy Luca Matteo Zagni, University of Turin, Italy Chapter 2 OmnichannelShoppingExperiencesforFastFashionandLuxuryBrands:AnExploratoryStudy.... 22 Cesare Amatulli, University of Bari, Italy Matteo De Angelis, LUISS University, Italy Andrea Sestino, University of Bari, Italy Gianluigi Guido, University of Salento, Italy Chapter 3 ’ExaminingtheIntegrationofVirtualandPhysicalPlatformsFromLuxuryBrandManagers Perspectives........................................................................................................................................... 44 Paola Peretti, The IULM University, Italy Valentina Chiaudano, University of Turin, Italy Mohanbir Sawhney, Kellogg School of Management, Northwestern University, USA Chapter 4 ManagingIntegratedBrandCommunicationStrategiesintheOnlineEra:NewMarketing FrontiersforLuxuryGoods.................................................................................................................. 62 Fabrizio Mosca, University of Turin, Italy Cecilia Casalegno, University of Turin, Italy Giulia Bonelli, University of Turin, Italy Chiara Civera, University of Turin, Italy    Chapter 5 InvestigatingtheImpactofLuxuryBrands’TraditionalandDigitalContentsonCustomer-Based BrandEquity......................................................................................................................................... 81 Fabrizio Mosca, University of Turin, Italy Philip J. Kitchen, ICN-Artem School of Business, University of Lorraine, France Valentina Chiaudano, University of Turin, Italy Chapter 6 WhenLuxuryBrandsChangedTheirApproachtoSocialMedia...................................................... 101 Fabrizio Maria Pini, MIP School of Management, Politecnico di Milano, Italy Dinara Timergaleeva, Wyde – The Connective School, Italy Chapter 7 InnovatingLuxuryServiceExperiencesThroughE-Servicescapes................................................... 119 Laura Ingrid Maria Colm, SDA Bocconi School of Management, Bocconi University, Italy Stefano Prestini, Bocconi University, Italy Chapter 8 PivotsintheLuxuryBusiness:DiscoveringtheNewLuxuryConsumerThroughSocialData........ 139 Wendy K. Bendoni, Grenoble Ecole de Management, France Fabio Duma, School of Management and Law, Zurich University of Applied Sciences, Switzerland Chapter 9 LuxuryBrandsandStrategicManagementAccounting..................................................................... 157 Peter Clarke, University College Dublin, Ireland Edoardo Crocco, University of Turin, Italy Section 2 Sustainable Development in the Luxury Industry Chapter 10 IsLuxuryCompatibleWithCorporateSocialResponsibility(CSR)?ModelsforSustainable MarketingStrategies........................................................................................................................... 179 Wided Batat, EM Normandie Business School, Paris, France & Metis Lab, France & University of Lyon 2, France Inas Khochman, American University of Beirut, Lebanon Chapter 11 Upcycledvs.RecycledProductsbyLuxuryBrands:StatusandEnvironmentalConcernMotives... 197 Feray Adıgüzel, LUISS University, Italy Carmela Donato, LUISS University, Italy  Section 3 New Trends in Consumer Behaviour Chapter 12 Generations’AttitudesandBehavioursintheLuxurySector............................................................ 214 Chiara Giachino, University of Turin, Italy Bernardo Bertoldi, University of Turin, Italy Augusto Bargoni, University of Turin, Italy Chapter 13 ThereIsNoSuchThingastheMillennial:ACross-CulturalAnalysisofLuxuryandPrestige PerceptionAmongYoungPeopleinSwitzerlandandSouthKorea................................................... 230 Camilla Pedrazzi, School of Management and Law, Zurich University of Applied Sciences, Switzerland Fabio Duma, School of Management and Law, Zurich University of Applied Sciences, Switzerland Maya Gadgil, School of Management and Law, Zurich University of Applied Sciences, Switzerland Chapter 14 DesigningLuxuriousFoodExperiencesforMillennialsandPost-Millennials.................................. 261 Monica Mendini, University of Applied Sciences and Arts of Southern Switzerland (SUPSI), Switzerland Wided Batat, EM Normandie Business School, Paris, France & Metis Lab, France & University of Lyon 2, France Paula C. Peter, San Diego State University, USA Chapter 15 InfluenceofCelebrityEndorsementonMatureFemaleLuxuryCosmeticConsumers..................... 274 Leonor Alberola Amores, Universitat Jaume I, Spain Susana Miquel Segarra, Universitat Jaume I, Spain Irene García Medina, Glasgow Caledonian University, UK Zahaira Fabiola González Romo, Universitat Internacional de Catalunya, Spain Compilation of References............................................................................................................... 296 About the Contributors.................................................................................................................... 341 Index................................................................................................................................................... 349 .