Analyzing drivers of brand loyalty in the luxury context

Abstract

This Work Project aims to investigate the drivers of brand loyalty in the luxury context, to enable brands to build and benefit from it. A literature review was carried out through the analysis of thirteen articles, which allowed the development of a suggested framework based on the results, encompassing the main transversal drivers of the various studies. To empirically test the proposed framework, a quantitative questionnaire was conducted. The results of the analysis provided valuable insights into the drivers of brand loyalty, brand attachment and brand trust. Understanding what influences these variables can help companies formulate more effective strategies to enhance brand loyalty and strengthen customer relationships