Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding
The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. A thematic analysis was appl
