Torres, António MarinhoSagna, Jean Frederik2024-11-262023-09-072023-06-27http://hdl.handle.net/10362/175820Emerging trends in consumer perception have the power to disrupt whole industries, especially in the luxury and premium sector, where positive brand equity is a crucial part of the value proposition. This study provides insights into emerging consumer trends in the high-end market and suggests strategic recommendations for managers to enhance brand equity. It proposes brands take a more orchestrative approach to storytelling, extend into multi-branded universes and build their consumer journey around the digital-first approach of consumers.engLuxury consumer behaviorConscious consumerismPersonalized marketing strategiesDigital transformation in consumer journeyCEMS MIMmaster thesis203684354