Dissertations / Theses on the topic 'Luxury Brand Experience'

The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted

This thesis explores the role of curation in the design and development of brand experience in the luxury retail environment. Three research objectives seek firstly, to gain an understanding of the meaning of curation in luxury retailing and identify the role, purpose and value to luxury retailers; secondly, to explore the different ways in which curation manifests itself in the luxury retail environment by examining sole brand and multi brand luxury retailers, and lastly, to identify how curation is brought to life through the curatorial roles within luxury retailers. In light of increasing global competitive pressures and fast-paced technology advances associated with mobile devices, the rise of omnichannel retailing has led luxury brands to be ubiquitous, with the resulting challenge for luxury retailers to develop seamless and experiential omnichannel brand experiences in order to continue to differentiate and grow. However, there is a paucity of literature regarding the design and development of luxury brand experiences, suggesting a gap in the literature. In addition, ‘curation’, a term traditionally associated with museology, is being increasingly used in the business environment in terms of creating differentiated experiences or collection of products both online and in-store. Little attention has been paid to curation in the literature, with the result of limited understanding of the role of curation in the design and development of brand experience, suggesting a second gap to be addressed in the research. The research was an investigative, qualitative and thematic analysis-based study. The data collection focused on face-to-face semi-structured interviews with 17 senior professionals from the luxury retail and cultural environments in the UK. Braun and Clarke’s (2006) Six Stages of Thematic Analysis and NVivo software were utilised to analyse the data, resulting in 9 key themes. My original contribution to the literature is this research is one of the first empirical studies to explore the role of curation in the design and development of brand experience in the luxury retail environment, resulting in three key contributions. Firstly, the role of curation is an influential one in the design and development of brand experience in the luxury retail environment and is manifested in four forms of curation across sole brand and multi brand luxury retailers. Secondly, curation in luxury retail has evolved from the traditional art-historian discipline of curation and is emerging as a new discipline and modus operandi in its own right, creating strategic, organisational, financial and experiential value. Thirdly, a strategic curation management toolkit consisting of three strategic frameworks was developed that contributes to both the brand literature and management practice. The toolkit provides managers with a common vernacular to develop their curatorial capabilities and identify strategic opportunities where they can harness curation as a strategy to design and develop omnichannel luxury brand experiences as a route to competitive advantage and build a platform for future growth.

Luxury fashion brands face a new challenge as to how to sustain brand growth while maintaining the exclusivity of brands due to the democratisation of the luxury phenomenon which is mainly driven by the emergence of ‘new luxury’ and changes of consumption style ‘trading up’. Luxury consumers are becoming disillusioned with the vulgarisation of luxury goods and prefer exclusive luxurious experiences. In order to keep pace with the changes in luxury consumer needs and promote an image with creative and luxurious connotations, luxury brands increasingly associate with contemporary visual art through diverse kinds of channels. Among the channels, great attention has been given to contemporary visual art exhibitions within a flagship store due to its benefits: geographical location, cutting investment cost and offering direct art experience to consumers. However, there is no theoretical research investigating the main points to be considered in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands. Moreover, there is a need for a systematic approach in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands as relying mainly on a designer’s intuition might pose a problem: delivering different messages from those intended. Through the research, four main propositions were identified which need to be considered when luxury fashion brands apply contemporary visual art exhibitions to their flagship stores: 1) brand communication with consumers, 2) the fit between brand identity and that of an artist, 3) consumers’ value/benefits in the way that enhance consumers’ aesthetic experience of art and 4) artists’ value/benefits. Models including a conceptual model and a design tool kit were developed and tested with experts in this field. The proposed models are decision supporting tools which provide a comprehensive overview regarding the main points to be considered as well as support finding a high fit artist to brand identity. They offer advantages as follows: 1) the conceptual framework improves understanding of the needs/values of the three main stake holders such as luxury fashion brands, consumers and artists for this practice and provides an insight into how to address them in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands 2) the tool kit assists in making a decision when selecting artists or artworks and offers benefits to all the stake holders: 1) luxury brand value by managing their touch points effectively that ultimately lead to enhancing brand communication, 2) consumer value by preventing confusion caused by disharmonious messages from all the touch points within flagship stores, and 3) artist value by finding a matched brand for synergy between brands and artists.

The concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty.

Un grand nombre d'études abordant le thème de la contrefaçon traite le comportement de consommation de l'article contrefait. Mais peu de recherches s'intéressent au consommateur de la marque de luxe lorsque celle-ci fait l'objet de contrefaçon. Ce travail doctoral vise à contribuer à ce niveau en étudiant les principaux aspects du comportement d'achat de la marque de luxe légitime. Cette recherche passe par l'identification et la mesure de l'insensibilité à la contrefaçon, nouveau concept développé au cours de ce travail, puis par l'étude de l'expérience de la marque et des variables relationnelles à la marque. L'intérêt de cette étude s'inscrit dans la contribution aux recherches sur la contrefaçon et plus précisément dans l'étude du comportement de consommation des articles originaux de la marque de luxe. D'un autre côté, le rapprochement avec l'expérience de marque ou encore avec la relation à la marque n'a pas pu être faite jusqu'à présent dans des recherches traitant de la contrefaçon, d'où l'intérêt de se pencher sur ces deux aspects importants de la marque de luxe. En termes méthodologiques, nous proposons tout d'abord une mesure de la réaction du consommateur de la marque de luxe légitime, à savoir l'échelle de l'insensibilité à la contrefaçon. Ensuite, nous mettons en place une modélisation sur PLS qui englobe les différents concepts étudiés. La capacité du modèle à refléter des relations complexes représente un apport méthodologique important. Au niveau managérial, il s'agit de contrer la contrefaçon en valorisant la marque de luxe. L'apport principal de cette recherche réside donc dans le management de la marque de luxe en elle-même. Nous suggérons aux gestionnaires de la marque de luxe de mieux choisir leurs actions marketing dans un contexte de contrefaçon. Favoriser l'immersion dans l'univers de la marque, impliquer le consommateur et renforcer sa relation avec la marque, ou encore cibler plus particulièrement les prescripteurs et les leaders d'opinion, seraient des moyens efficaces pour renforcer la fidélité du consommateur à sa marque de luxe et ce, malgré la présence de contrefaçon
A large number of studies on counterfeiting explore consumers behavior in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our doctoral study attempts to contribute to this field by studying principal aspects of luxury brand buying behavior. Our research aims to identify and measure insensitivity to counterfeiting which is a new concept developed in this study. Brand experience and relationship brand variables will also be considered. Our study contributes to counterfeiting's researches, and more precisely to researches on consumption of legitimate products. On the other side, the connection with brand experience or the relationships with the luxury brand have not been undertaken in counterfeiting researches which leads us to considerate these two important aspects of the luxury brand. Concerning the methodological facet, we first propose the measure of consumer's reaction toward counterfeiting, namely insensitivity to counterfeiting. Then, we perform a PLS model that includes all concepts studied and specifies complex links between concepts. In a managerial way, we propose to counter counterfeiting by focusing on the luxury brand itself. We suggest for luxury brand managers to choose the appropriate marketing tool. Immersion in brand universe, consumer implication or focusing on opinion leaders, are good ways to enhance consumer's loyalty, despite the presence of counterfeiting

Mestrado em Marketing
O atendimento ao cliente é um importante contributo para uma manutenção da qualidade do primeiro contacto do cliente com a marca. Este trabalho propõe-se a averiguar o papel do atendimento ao cliente e ambiente em loja na experiência de compra de marcas de luxo, avaliando o papel destas componentes como influenciadoras de perceções em relação às marcas de luxo, como motivadoras de compra e como a experiência de cliente pode ser manipulada de modo a apelar à imagem exclusiva e diferenciadora da marca através dos vários estímulos que ocorrem aquando o contacto com o colaborador e com o interior da loja. Para elaboração deste trabalho foi realizado um estudo qualitativo exploratório através da análise de onze entrevistas em profundidade. As entrevistas foram posteriormente analisadas utilizando o programa MAXQDA de modo a compreender a perspetiva do cliente e da marca, através do colaborador, da experiência em loja; ambiente físico; perceções geradas ligadas à exclusividade; emoções e atitudes do cliente e o que influencia as suas motivações para a compra de marcas de luxo e como isso se reflete na imagem de marca percecionada e percebida. Com esta investigação possibilitou-se uma maior compreensão do atendimento ao cliente e do ambiente em loja como motivadores de consumo de marcas de luxo e como poderá contribuir para uma otimização da experiência de compra com a marca, bem como, um melhor contacto com o cliente target.
Customer service makes an important contribution to maintaining the quality of the customer's first contact with the brand. This study aimed to investigate the role of customer service and the in-store environment in the purchase experience of luxury brands, evaluating the role of these variables as influencing perceptions in relation to luxury brands, as motivators of purchase and how client's experience can be manipulated as a way to create an exclusive image and band differentiation through various stimuli during the contact through the various stimuli that occur when contacting the employee and the store interior. A qualitative exploratory study was conducted to analyze the store experience. Eleven in depth-interviews were conducted and analyzed with the assistance of MAXQDA with the objective to better understand the clients from the store managers perspective of store experience, including such factors as physical environment, perceptions linked to exclusivity, customers' emotions, attitudes, and motivations to buy luxury brands and perceived brand image. This investigation ensures a greater understanding of the customer service and the store environment as drivers of luxury brands' consumption.
info:eu-repo/semantics/publishedVersion

Submitted by Paola Aguilera (paguilera_170@hotmail.com) on 2015-01-15T21:09:02Z No. of bitstreams: 1 Tese MPGI - Paola Aguilera.pdf: 1176584 bytes, checksum: 128f400147fd9c033d470e155d9180fa (MD5)
Rejected by Luana Rodrigues (luana.rodrigues@fgv.br), reason: Prezada Paola, Por gentileza, faça as seguintes alterações em sua dissertação e poste novamente: 1) A contagem das páginas se inicia a partir da primeira, porém os números só devem ser visualizados a partir da "introdução". 2) O campo de conhecimento deve ser o mesmo da ata e está relacionado ao seu orientador. Neste caso, o campo de conhecimento é Gestão e Competitividade em Empresas Globais. 3) Está faltando o resumo em sua dissertação. Este item deve vir logo após o "abstract". Estou a disposição, se você precisar de ajuda. Atenciosamente, Luana de Assis Rodrigues Cursos de Pós-Graduação – Post Graduate Program (55 11) 3799-3492 SRA - Secretaria de Registros Acadêmicos on 2015-01-19T11:30:30Z (GMT)
Submitted by Paola Aguilera (paguilera_170@hotmail.com) on 2015-01-19T13:44:27Z No. of bitstreams: 1 Tese MPGI - Paola Aguilera.pdf: 1102461 bytes, checksum: daf657b7a4ffd78efca46c3f512fab1f (MD5)
Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-01-19T13:45:17Z (GMT) No. of bitstreams: 1 Tese MPGI - Paola Aguilera.pdf: 1102461 bytes, checksum: daf657b7a4ffd78efca46c3f512fab1f (MD5)
Made available in DSpace on 2015-01-19T14:23:48Z (GMT). No. of bitstreams: 1 Tese MPGI - Paola Aguilera.pdf: 1102461 bytes, checksum: daf657b7a4ffd78efca46c3f512fab1f (MD5) Previous issue date: 2014-12-19
Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.
O Mercado de luxo evoluiu ao longo dos séculos; novos desafios criaram questões de estratégias adequadas para as marcas. Experiência e autenticidade tornaram-se aspectos importantes no campo de estudo: os consumidores estão desfrutando de mais conforto material e há uma tendência de uma mudança cultural para a realização pessoal e aspiração através da experiência. O maior desafio para os profissionais de marketing de luxo de hoje não é só falar com o consumidor alvo, mas de entender como o alvo está mudando, sem alienar os consumidores e prejudicar a imagem da marca. Considerando as perspectivas das marcas e dos consumidores separadamente, seria possível concluir que as percepções são congruentes, como muitos estudos têm apresentado. No entanto, se as perspectivas são colocadas juntas e comparadas, realidades diferentes poderiam surgir. Esta pesquisa exploratória é baseada em um estudo de caso que descreve ambas as perspectivas de sua percepção sobre a experiência de luxo, comportamento do consumidor e motivações de consumo, e varejo de luxo. Foram desenvolvidas entrevistas com o dono da marca e 10 consumidores da marca, e também observações indiretas nos formatos de distribuição da marca. Na perspectiva da marca, o estudo de caso mostrou que a experiência de luxo envolve a construção da estratégia de experiência de marca com base em produtos, múltiplos canais de varejo, engajamento do consumidor, atividade pessoal, exploração dos cinco sentidos e outras formas. Na perspectiva dos consumidores, os resultados revelaram que os consumidores da marca têm diferentes percepções da experiência de luxo e expectativas; no entanto, o que é comum é que o serviço e qualidade devem ser mantidos e eles refletem a experiência como um todo. Além disso, os formatos de varejo de luxo influenciam diretamente a percepção dos consumidores, que devem integrar múltiplos canais para atender as demandas pessoais. A pesquisa faz contribuições para ambos os atores - marca e consumidor, no sentido de que traduz conceitos teóricos da própria experiência e tenta esclarecer aspectos ainda desconhecidos, e explora formas de detectar o alinhamento entre as expectativas da experiência das marcas e dos consumidores. Palavras-chave: Mercado de Luxo, experiência de luxo, Marketing Experiencial, comportamento do consumidor, motivações de Consumo, Varejo de Luxo.

碩士
國立中山大學
國際經營管理碩士班
99
Nowadays, the luxury market is experiencing an intensive competition trend. Business is hard to survive from distinguish itself from other brands. Creating superior customer experience seems to be one of the vital objectives to remain competitive advantage in current retailing environments. This study was designed to investigate differences between levels of loyalty, perceived brand experience and retail experience, among shoppers from a luxury brand. Data for this study were collected from a convenience sample of 200 participants who were selected with personally experienced of a luxury brand. Descriptive statistics were compiled on data for all respondents. Data were analyzed by confirmatory factor analysis (CFA) to further assess the reliability of the scale. In addition, structural equation modeling (SEM) was employed to observe the relationships among the constructs and to test the remaining hypotheses. Results of the study demonstrated differences among brand and retail experience that suggested as drivers to afford experience to customer that successfully effectively affacting customer’s emotion positively towards a significant luxury brand. Furthermore, the degree of expectation fulfillments generates satisfaction which, in turn intensifies intentions toward repatronage decision in the future. Therefore, both brand experience and retail experience embrace valuable feedback and feedforward to brand development strategies and assist in achieving a mutually beneficial commitment for the brand to gain the edge.

碩士
輔仁大學
品牌與時尚經營管理碩士學位學程
107
Luxury global consumers are active on social media platforms, and the feature of visual storytelling for Instagram provides luxury fashion brands' an appropriate platform to enhance online presence and identity so that building a greater connection with their audiences. Therefore, brand experience for luxury fashion brands is no longer focusing on physical experience only but should integrate with the digital brand experience. This paper aims to study how digital brand experience on Instagram influence on brand authenticity, attachment, and loyalty for luxury fashion brands. By an empirical research method, the effects of digital brand experience on brand authenticity, attachment, and loyalty are tested using partial least squares (PLS) approach to structural equation modeling. Differences in degree are tested by compare means analysis by SPSS. According to the study results, the digital brand experience is important to determine the audiences' positive attitudes on authenticity, attachment, and loyalty. Besides, the audiences' love and passion for luxury fashion brands would help enhance positive thoughts. Digital brand experience significantly influences brand attachment, authenticity, and loyalty. Furthermore, authenticity should be concerned because audiences evaluate the experience on Instagram then generate attachment and loyalty to particular luxury fashion brands. Moreover, comparing to digital brand experience directly effects brand attachment, through the aspect from authenticity will enhance more significant attachment.

碩士
逢甲大學
經營管理碩士在職專班
100
Even when facing to the global economy recessions, the value of some luxury brand is not reduced. Success brands are having their own brand culture. And these brands are relying on it’s own brand value and culture. When get into the 21st century: ● Burberry Experience provides brand experiencing and personalised service. The relationship between the brand and customer has built up through this experience marketing and customer relationship management. ● Burberry has made the new image of top luxury brand by digitalising, which connected to the trend of world. ● Bring the Enterprise Resource Planning (ERP) (SAP) to every retail store effectively combine, and integrated all the resources. ● Use key performance index management KPI How to connect to the key points above and raise up customer royalty by using “Relationship Marketing”? How to make the different and manage the potential customer, and evaluate the efficiency by using RFM model? Is it going to bring more valuable customers, up cross-selling to create productivity, and extend the life of the brand if raise up the value of the “Relationship”??

碩士
淡江大學
國際商學碩士在職專班
101
In digital life, cooperation have to transmit the goal to make the interaction with consumers and businesses on a different platform. Cooperation organizations through touching stories and experiences from the Website, APP, social media, Facebook, radio, television and multi-media so that consumers have the opportunity to know your brand in order to enhance the relationship between consumers and brands. This study focuses on the different types of consumers, research website brand attributes and experiential value to the international brand Louis Vuitton, Chanel, Tiffany and Cartier brand relationship. This study is to investigate the influence analysis of the brand users affective experience, to explore experience value and the level of its brand website performance. The purpose of this study, (1) To investigate the influence of consumer types on the brand relationship after evaluating brand attributes of websites. (2) To explore how much consumer types put emphasis on the website and satisfaction evaluation. (3) To investigate consumers types whether understand the digital website, channel and if consumer types will change with luxury brand and brand relationships. This objects of study are consumers who ever bought luxury goods or love luxury goods. This study uses focus group interview to collect information in order to do qualitative data analysis and synthesis. This study found out brand relationship , overall, for the LV and Cartier brand relationships are up, but for the Chanel with Tiffany down after respondents completed four websites in the interviews for this study.

碩士
輔仁大學
織品服裝學系碩士班
105
From impact of globalization, the competition between fashion brands have become intense. Customer market becomes more complex and unpredictable. Customer will no remember their shopping item when time passes. But their experience during the purchasing and shopping will be remembered and affected their decisions. The trend of future marketing is focusing on constructmemorable shopping experience for customer. Experiencing becomes the bridge that connects between fashion brand and costumer. Therefore, the objectives of this research is: (1). Discuss theeffects betweenexperiencevalueand emotional brand attachment. (2). A Study of the Relationship of the Experiential Value、Positive Affect and Emotional Brand Attachment.This research bases on the method of survey. The survey is made from four sections. Including the experience value, positive affect , emotional brand attachment and basic information. This survey select Shin Kong Mitsukoshi of XinYi district、Taipei 101 shopping mall、Bellavita and Breeze Center as survey locations. The customer in these shopping mall is our survey source. Total 514 survey papers have been delivered with 417 valid responses. From study of survey result, we can conclude that: (1). Experience value has positive relationship with Emotional Brand Attachment. (2). Positive experience has a mediating influence on the relationship between Experience Value and Emotional Brand Attachment.

Luxury brands are perceived as aquintessential classdue totheir foundations and stratifying role in society, whilstpremium brands often use luxury business toolsto position themselves closer to luxury brands and takeadvantage of their status.Research shows that a recent shift in consumer behavioroccurred, going from ‘having’to ‘experiencing’ products and services, which has brands now focusing on providing its customers with anupgraded brand experience, something luxury brands already doto differentiate themselves. Thiswork project aims at exploringhow Lúcia Piloto, ahair and beauty company,mayuse luxury business models’ tools to improve itsbrand experience. Thisinvestigation demonstrates howhaving a consistent brand identity and adjustedpositioning statements according to benefits soughtcan be beneficial in improving the brand experience, also providingrecommendations addressingconsumer loyalty and reasoningon the importance of establishinga homogeneous experience across stores.

The increase of market competition and well-informed consumers who seek more unique experiences, the rise of social media and the trend toward digitalization have added a significant number of opportunities through which brands can manage customer interactions. Brands need to decide where to be present, knowing that being present at every point is not a compelling strategy. Research connecting the topic of customer touchpoints and luxury brands consists only of papers related to specific touchpoints and how they create value to the customer or identify the “must have” touchpoints. What research does not reveal is how luxury brands can successfully manage omnipresence and proliferation of touchpoints and yet maintain the brand consistent and powerful. Therefore, the objective of this thesis is to provide a deep understanding to how luxury brands can strategically manage customer touchpoints to deliver luxury experiences. To tackle this topic, a qualitative approach was the most indicated type of research, specifically the use of case studies supported both by primary data from semi-structured interviews and secondary data from companies’ documents, published articles, interviews from credible sources, blogs and podcasts. The results show that the strategic approaches brands are implementing are becoming customer centric; providing seamless experiences through an omnichannel approach and a consistent message; providing service excellence through excellent client advisory, data driven insights, clienteling, convenience, and post-purchase service; and lastly providing frequent and relevant content.
O aumento da concorrência, consumidores informados e exigentes, redes sociais e digitalização, têm vindo a incrementar significativamente as oportunidades para marcas gerirem a interação com o consumidor. Assim, as empresas têm de decidir onde estar presentes, sabendo que estar presente em todos os pontos de contacto não é a melhor estratégia. A literatura que relaciona os tópicos pontos de contacto com o consumidor e marcas de luxo, consiste apenas em estudos relacionados com os pontos de contacto individuais, e como estes acrescentam valor ao consumidor ou identificam os pontos de contacto mais importantes. Contudo, não revelam como procedem as marcas de luxo para gerir, com sucesso, a omnipresença e ploriferação de pontos de contacto, mantendo a sua consistenência e imagem. Consequentemente, o objectivo desta tese é esclarecer como as marcas de luxo gerem estrategicamente os pontos de contato com o cliente para lhe proporcionar experiências de luxo. Para estudar este tema, decidi realizar uma análise qualitativa usando casos de estudo suportados por dados primários de entrevistas semi-estruturadas e dados secundários de documentos das empresas que constituem os casos, artigos publicados, entrevistas de fontes fiáveis, blogs e podcasts. Os resultados demonstram que as estratégias implementadas pelas marcas de luxo, estão a tornar-se mais centradas no consumidor; oferta de um serviço sem entraves, através de uma abordagem omnichannel e mensagens consistentes; oferta de um serviço de excelência através de apoio ao cliente exemplar, análise de dados do consumidor, criação de relações duradouras e serviço pós-compra; e estabelecer contacto regular com o cliente.

碩士
輔仁大學
企業管理學系管理學碩士班
100
Recently, there have been increasing numbers of luxury brands in Taiwan. All of them can be found almost everywhere, and there are fierce competitions between them, which can be easily recognized by consumers. In this situation, not only qualities and reputations of brands, but also consumers’ experiences have been taken into consideration by shop owners. Therefore, some researches proposed that according to the consumers’ latitude of price acceptance, clothing brands are categorized into Traditional Luxury, New Luxury, and Masses Luxury. Traditional Luxury has higher price and brand reputation with the smallest target consumers whereas Masses Luxury has lower price and brand reputation with the most target consumers. Therefore, increasing production quantity is a way to lower the production cost for Masses Luxury. New Luxury is in a level between traditional and masses luxury. It has lower brand reputation than traditional luxury but approximately similar with price and quality. That is, consumers can purchase the luxury in a cheaper price. Therefore, being categorized into New Luxury when the brands have low reputations should be achieved by consumers’ experiences toward the brands. The conclusion comes to the hypotheses of the research that brands value can be increased by consumers’ experiences. Comparing to other luxuries, consumers focus more on the expectations of experiences on New Luxury. The purpose of the research is to investigate and analyze how to increase the brand value to make excess profits. The research will be conducted by distributing 300 questionnaires in Breeze Center, and analyzing questionnaires with SPSS statistics software by using Descriptive Statistics, Correlation Analysis, Reliability and Validity Analysis, etc.

With the increased access to technology and social media, today’s audience is becoming more informed and demanding. Consumers want to be involved in the process at all times and have higher expectations about what they buy and the experience they have when buying, increasing Brand Engagement and Experience’s importance in the Marketing practice. The consumption experience is particularly spectacular in the luxury industry, making this the ideal industry to associate with Engagement, as brands frequently reunite all the ideal constructs that allow for consumers to want to create a relationship with brands. With a lack of empirical studies on the connections of both subjects, this dissertation analyses the concept of Consumer Engagement and Experience in luxury fashion brands, specifically the drivers that lead to the creation of Engagement, as well as Subjective Well-Being as its consequence. The drivers to be studied are Experience, Desire, Perceived Self, Social Values and Involvement. Past Experience and Relationship Quality are to be studied as moderators. Results reveal that all drivers play a role in either Engagement or Experience. Specifically, Perceived Self and Involvement explain Experience, while Experience, Desire, Social Values, Perceived Self, Involvement and Relationship Quality influence Engagement and its dimensions. Moreover, it was possible to observe that Subjective Well-Being acts as an outcome for Engagement, and that Past Experience moderates the relationship between Involvement and Engagement. Summarizing, Engagement is not only created by introducing a meaningful consumption experience, but also by triggering specific drivers in the consumer during the interaction with the brand.
Com o acesso aumentado à tecnologia e aos social media, o público contemporâneo está a tornar-se mais informado e exigente. Os consumidores querem estar envolvidos no processo de consumo em todas as fases, têm altas expectativas para o que compram e para a experiência que têm quando o fazem. Assim, aumentando a importância da Experiência e do Compromisso ("engagement") na prática do Marketing. A experiência de consumo é particularmente espetacular na indústria de luxo, fazendo desta, a indústria ideal para associar ao Compromisso, já que as marcas frequentemente reúnem os ingredientes necessários para que o cliente tenha vontade de criar uma relação com a marca. Com a falta de estudos empíricos na relação entre os dois constructos, esta dissertação analisa os conceitos de Compromisso e Experiência nas marcas de moda de luxo, especificamente, os antecedentes que levam à sua criação, e o papel do Bem-Estar como consequência deles. Os antecedentes estudados são a Experiência, o Desejo, a Autopercepção. os Valores Sociais e o Envolvimento. Experiências passadas e a Qualidade da Relação serão estudados como moderadores. Os resultados mostram que todos os antecedentes influenciam um dos constructos. Especificamente, Auto-percepção e Envolvimento explicam a Experiência, enquanto Experiência, Desejo, Valores Sociais, Auto-percepção, Envolvimento e Qualidade da Relação influenciam o Compromisso e as suas dimensões. Também é possível observar que o Bem-Estar funciona como consequente do Compromisso e que as Experiências Passadas moderam a relação entre Envolvimento e Compromisso. Concluindo, Compromisso não é apenas criado introduzindo uma Experiência com significado, mas também pelo despertar de sentimentos específicos no consumidor, durante a interação com a marca.
M310, M390

Num contexto de rápido crescimento do turismo mundial e a consequente procura a nível de locais de alojamento, é importante refletir sobre os fatores que levam os clientes a escolher uma determinada unidade hoteleira em detrimento de outra. O estudo de variáveis que até à data ainda não foram abordadas, é uma das formas de enriquecimento da literatura em diversos domínios. Hoje em dia, cada vez mais os consumidores se interessam pelas marcas com o intuito de criação de valor para ambos. Para além disso, são cada vez mais informados e exigentes. Como tal, é necessário criar uma forte presença na mente do cliente, comprometendo-o (engaging). A presente dissertação explora o Compromisso ("Engagement") do cliente com hotéis de luxo, resorts ou spas. É certo que existem inúmeros estudos sobre o Compromisso ("Engagement") do cliente, contudo não é realmente claro o que o antecede. Assim, o objetivo geral é explorar a influência dos Valores Pessoais, da Perceção de Justiça, a Experiência como antecedentes do Compromisso ("Engagement") entre a marca e o cliente. Relativamente à dimensão da amostra, recolheram-se 310 respostas válidas através de um questionário online. Os resultados mostram que todos os antecedentes propostos influenciam o Compromisso ("Engagement") do cliente com a marca, especificamente a Experiência, a Perceção de Justiça e os Valores Pessoais. Sendo que estes, são os que revelaram um maior grau de influência. Também se verifica que o Compromisso, desencadeia ao nível da Experiência sensorial, sentimentos e emoções durante a interação entre a marca e o cliente.
In a context of rapid growth of world tourism and the consequent demand at the level of accommodation, it is important to reflect on the factors that lead customers to choose a particular hotel unit to the detriment of another. The study of variables that have not yet been addressed is one of the forms of enrichment of the literature in several domains. Nowadays, consumers are increasingly interested in brands in order to create value for both. In addition, they are increasingly informed and demanding. As such, it is necessary to create a strong presence in the client's mind, compromising it (engaging). This dissertation explores the customer Engagement to luxury hotels, resorts or spas. It is certain that there are numerous studies on the Engagement of the client, but it is not really clear what precedes it. Thus, the main objective is to explore the influence of Personal Values, the Perception of Justice, the Experience as an antecedent of Engagement between the brand and the client. Regarding the sample size, 310 valid responses were collected through an online questionnaire. The results show that all the proposed antecedents influence the customer Engagement with the brand, specifically the Experience, the Perception of Justice and Personal Values. Since these are the ones that revealed a greater degree of influence. It is also verified that the Engagement triggers the level of Sensory Experience, feelings and emotions during the interaction between the brand and the client.