Abstract
The market for luxury goods has changed drastically for the most recent two generations of consumers, who account for almost half of these types of purchases. This is due in part to their integration of using the internet for online shopping, as well as their relationship to luxury goods. We tested eight hypotheses about the luxury goods purchasing behavior of these two generations. Each of the hypotheses has proven statistically significant, which suggests that marketing strategies for luxury goods need to change to address the different wants, and needs of a changing market. These research results suggest that consumer knowledge and awareness have a positive correlation with their level of trust, and risk in luxury brands. The implications of this suggest that practitioners of luxury goods marketing should invest in marketing strategies that address certain social peer groups, which can significantly influence their target market.
| Original language | English |
|---|---|
| Pages (from-to) | 456-463 |
| Number of pages | 8 |
| Journal | Proceedings of the International Conference on Electronic Business (ICEB) |
| Volume | 2019-December |
| Publication status | Published - 2019 |
| Event | 19th International Conference on Electronic Business, ICEB 2019 - Newcastle upon Tyne, United Kingdom Duration: 2019 Dec 8 → 2019 Dec 12 |
Keywords
- Consumer brand knowledge perspective
- Luxury goods marketing
- Luxury in the digital era
- Luxury retail strategy
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Computer Science(all)