COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
The New Girls’ Club: Connecting the Luxury Automotive Industry and US Female Consumers Through Experiential Marketing
Creator:
Glover, Elaine G.
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Fashion Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"Growing up in Detroit, Michigan, I was immersed in car culture. My mother and step father worked for Ford Motor Company, my father taught me everything I know about cars from years, makes, and models to how they run, and my brother introduced me to the large and multifaceted car community. I have learned to love and appreciate cars, especially in the luxury and performance sector. But, what I noticed was though both women and men drive luxury cars, the car industry is marketed as a male dominated industry. My goal for this to prove that experiential marketing can be an effective form of marketing to current and prospective female buyers. Luxury car companies have been marketing to the Old Boys’ Club for too long and now it’s time for the New Girls’ Club."
Abstract:
Keywords: luxury automotive industry, female consumers, experiential marketing, purchasing power, women, car buying experience
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2018-11
Format:
PDF : 119 pages, color illustrations