http://www.inquiriesjournal.com/keyword/brand-identity Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Thu, 09 Apr 2026 05:30:28 -0400 Thu, 09 Apr 2026 05:30:28 -0400 http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity By Melissa Hanke - As the world becomes more technologically advanced, the demand for two-way communication between brand and consumer has become stronger. This study tried to develop a relationship between the rise in new media and luxury brands by content analyzing Chanel, Dior, and Burberry’s YouTube channels that aims to categorize their video content into the following three categories: musical performances, historical narratives, and behind-the-scenes footage. The study found that as social media becomes more prevalent in today’s society, these three luxury brands are steering away from brand advertisements... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity