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Found 3 essays matching the above criteria.

1. 1. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
   Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

   Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

3. 2. Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : Suvi Lukkarinen; Wei Xing; [2012]
   Keywords : uxury consumer behaviour; China; Finland; comparative study;

   Abstract : The study on luxury consumers is always connected to their drives behind consumption. Why people buy luxury products is an interesting question. This thesis investigates influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. READ MORE

4. 3. An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands

   University essay from Akademin för hållbar samhälls- och teknikutveckling

   Author : KAMOLWAN TOVIKKAI; WIWATCHAI JIRAWATTANANUKOOL; [2010]
   Keywords : Thai female students; Luxury fashion products; Luxury fashion brands; Consumer behavior;

   Abstract : Abstract Date: June 2, 2010 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111) Group number: 2462 Tutor: Konstantin Lampou Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention? Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand. Method: Quantitative research method via survey was used for this research. READ MORE