La percepción del lujo desde el punto de vista del consumidoratributos, hábitos de compra y universo simbólico

Zusammenfassung

This doctoral thesis looks at the luxury sector, its most representative commercial brands, and the consumer phenomena associated with it. The proposal of this research is to take a closer look at the consumption of luxury from a holistic, multidimensional perspective that allows us to consider its complexity and get to know the perceptions of university consumers. Within the theoretical framework, a bibliographical review is carried out of the constructs of brand and luxury so as to subsequently analyse the structure of the luxury market as well as the principal marketing and communication strategies used. Finally, an in-depth look is taken at the behaviour of consumers of luxury, their characteristics, typologies, and motivations for consumption that is symbolic in nature, and through which individuals build and express what they are, or make real their aspirations as to what they would like to be. The empirical study is both descriptive and quantitative, and is based on a questionnaire completed by university student with the aim of getting to know their perceptions of the defining attributes of a luxury branding, their consumer habits, the values that luxury represented, and the emotions that are awakened by the consumption of luxury.