ABSTRACT
Chapter 13 discusses the role of technology (i.e. virtual and augmented reality, social media etc.) and innovation in improving corporate branding in the context of electronic retailing (e-tailing), with emphasis on the consumers’ online interactions with retailers, and on the massive amount of data emerging from these interactions. It finally proposes a theoretical framework synthetising how retailers would generate competitive advantage in the new settings enriched with advanced technology. The chapter concludes with the case study of the Gucci app, which merges several innovative features like augmented reality for users’ virtual try-on.
