A carregar...
Publicação
The impact of digital transformation on consumer buying behavior in the luxury industry - specific focus on blockchain technology
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3 MB | Adobe PDF |
Autores
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
Digital transformation Blockchain technology Luxury industry Consumer behavior Luxury handbags Market research