A carregar...
Publicação
Do the pyramid and galaxy model still fit? A re-evaluation of luxury brand expansion in an experiential Era
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 7.98 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Amid shifting consumer priorities and increased demand for experiential luxury, traditional models of brand expansion management display their limitations. This study examines how aspirational consumers engage with luxury HoReCa, and whether their behaviour aligns with
the Pyramid or Galaxy Model. Through a survey, the study analyses motivations, interpretations and consumption patterns. Results indicate engagement is non-linear, experience-driven, and independent from purchasing of core luxury products. However, the findings challenge the adequacy of existing models, stressing the need for a new framework that captures contemporary, experience-centred luxury behaviour