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The impact of digital transformation on consumer buying behavior in the luxury industry - focus on luxury handbags consumer preferences

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Resumo: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.
Autores principais:Serafino, Giacomo
Assunto:Blockchain Luxury handbags Consumer perceptions Consumer preferences European market
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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