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The impact of digital transformation on consumer buying behavior in the luxury industry -European market
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| 3.85 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The luxury industry has undergone significant transformation owing to the technological
revolution and its impact on consumer buying behaviors. To keep pace with this change, luxury
brands have adopted a customer-centric approach to establish long-lasting relationships and foster
brand loyalty variables and brands. The present thesis examines the adoption of blockchain
technology by luxury brands in the European market specifically for luxury handbags and its
impact on consumer behavior. The study employs market research and consumer psychology
concepts to address three key research questions. Through this study, a better understanding of
the effects of blockchain technology on consumer behavior and perception in the luxury industry
will be achieved.
Descrição
Palavras-chave
Luxury players Digital solutions Aura blockchain Perceptions Experience