Leveraging Digital Communication Technologies for Brand Equity Enhancement in the Luxury Jewelry Sector

Abstract

This qualitative single-case study examined how a selected Thai luxury jewelry brand uses digital communication technologies to communicate luxury identity, cultivate customer relationships, and support Customer-Based Brand Equity (CBBE) without undermining exclusivity. Semi-structured interviews were conducted with five purposively selected key informants representing the focal brand, digital marketing expertise, and general luxury consumption. Participants were selected for their information-rich knowledge relevant to the research objectives; given the limited sample, the study does not claim full thematic saturation. Data were analyzed using a hybrid deductive–inductive thematic approach. Deductive coding was informed by CBBE and the anti-laws of luxury marketing, while inductive coding captured practices emerging from the interviews. Trustworthiness was strengthened through member checking, peer debriefing, independent coding by multiple coders, and an audit trail. Three themes emerged: curated storytelling of craftsmanship and heritage; controlled digital visibility that preserved luxury exclusivity; and the movement from public digital touchpoints to private consultation and personalized offline experiences. The findings suggest that sales-oriented mass communication may weaken luxury distinctiveness, whereas carefully governed storytelling supports brand awareness, perceived quality, and distinctive brand associations. Selective disclosure reinforces prestige, while personalized online-to-offline interaction contributes to trust, brand resonance, and long-term loyalty. Digital communication is therefore most valuable when integrated with consistent brand governance, customer relationship practices, offline service, and suitable partnerships. As the study examined one brand and included general luxury consumers rather than customers of the focal brand, the findings are context-specific and should not be generalized to the wider luxury jewelry industry.