Digital Dimension of Luxury Automotive Brands: A multiple case study investigating hedonic value creation online

Abstract: In recent years, there has been a notable shift in the conventional strategies employed by luxury automotive brands towards a more digitalized customer journey. This shift reflects the changing landscape of consumer behavior and the growing influence of technology in shaping customer experiences. Customers are increasingly seeking convenience, personalization, and seamless interactions throughout their purchase process, and expect businesses to provide them with engaging and immersive experiences, both online and offline. As a result, luxury automotive brands have recognized the need to establish a strong digital presence and leverage various touchpoints to meet these evolving customer expectations. Consequently, the purpose of this thesis has been to examine and understand how luxury automotive brands create luxury hedonic experiences online, as well as identify the key touchpoints through which hedonic value is created in a digital context. To achieve these objectives, a qualitative multiple-case study was conducted involving seven businesses operating in the luxury automotive sector. The research methodology employed a combination of semi-structured interviews and a structured questionnaire, and the empirical findings were thoroughly analyzed in conjunction with existing literature to discern similarities and disparities among the cases studied. The conclusion of this thesis reveals that luxury brands employ a multi-faceted approach, utilizing high-quality digital content, exclusivity, collaborations, innovation, personalization, customer-centricity, and top-quality customer service to create hedonic experiences. Key digital touchpoints include aesthetically pleasing websites, interactive features, social media platforms for community building, and corporate touchpoints that align digital experiences with offline luxury experiences. Moreover, this thesis can serve as a guide for future endeavors in this field, and researchers can utilize its findings as a foundation to further explore the implications for luxury automotive brands.