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The latino luxury consumer: why the use of personal luxury goods multi- e-retailers is limited in Latin America?: exploring cartiers risks and opportunities of engaging in the luxury multi brand online pure-player ecosystem
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Orientador(es)
Resumo(s)
The growth of luxury multi-brand e-retailers is expected worldwide. However, there is currently a
lack of literature, not allowing to understand the perception and usage of this channel in Latin
America. This paper aims to better understand the Latino luxury consumer and its interactions with
multi-brand e-retailers. Furthermore, to identify what are the barriers that have been limiting these
interactions. With desk research, an analysis of reviews, and qualitative research, three consumer
types have been identified. Therefore, the recommendations are based on each one of these
consumers, with also overall implications for multi-brand e-retailer and luxury brands.
Descrição
Palavras-chave
Luxury E-Commerce Personal Goods Multi-Brand E-Retailers Latino Luxury Consumer CEMS MIM