Browsing by Subject "luxury goods"
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Item Restricted Contemporary Luxury in Hotel Interior Aesthetics in the Middle East(2024) Tannous, Sa'ed Antoun Sa'ed; Brünjes, Katrin; Ugarte, Juan Pablo; Faculty of Architecture and Design; Berlin International University of Applied SciencesItem Restricted Loneliness in students : A Qualitatlive Study on Student Experience of Loneliness in Berlin, Germany(2024) Katz, Aviv; Ippendorf, Niko; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the complexity between consumer decision making for repurchase intention and past shopping experiences specifically in the sector of luxury goods. By analyzing the difference between online and in-store shopping experiences, this study aims to uncover and explore the factors that could influence the consumer's likelihood to repurchase luxury goods. Through a comprehensive survey and statistical analysis, this quantitative research seeks to provide valuable insights for businesses in the luxury goods industry that are seeking to optimize their marketing strategies and brand identity. Furthermore, the findings of this study aim to contribute to the existing literature and knowledge on consumer repurchase intentions and to assist marketers in making informed decisions to enhance their consumer satisfaction and loyalty in the luxury goods sectorItem Restricted The Evolution of the Notion of Luxury in the Interior Design Sector : An Examination of Changes, Chal lenges, Opportunities, and Prospects(2024) Pohlmann, Maarie Helen; Goodwin, Amara; Tubles, John; Faculty of Architecture and Design; Berlin International University of Applied SciencesItem Restricted Uncertainty avoidance : a systemic literature review regarding cultural differences(2024) Elmali, Nazli Asli; Artinger, Florian; Ippendorf, Niko; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis compared compelling stories within the consumer psychology framework to explore luxury brands' buyer persona. The research question was as follows: "How do compelling stories created by luxury brands affect consumers' brand perceptions, loyalty, status and conspicuous consumption?" In order to find an answer to this question, the effects of luxury brands' compelling stories on consumers were examined, and the brands' marketing strategies, brand value, and their effects on the consumer were analyzed in detail. This study emphasizes the importance of understanding brand perception, loyalty, and the search for status and ostentation to understand luxury consumer psychology. In the thesis, Louis Vuitton was chosen as a case study, and the brand's strategic elements, such as history and heritage, quality, design, and distribution channels, were analyzed. In particular, the way in which the brand creates compelling stories and its impact on consumers through Louis Vuitton's prominent campaigns were evaluated. The study was conducted using qualitative research methods, such as Customer Journey and the 5A, Maslow's Hierarchy of Needs, the EKB Model, and Persona Marketing. Secondary data available in the literature was collected, and the brands' campaigns from past to present were observed. The results show that compelling stories positively affect consumer behavior, supporting brand perception, loyalty, status, and conspicuous consumption. The findings revealed in detail the role of luxury brands' compelling story strategies on consumer psychology, and customer profiles were created to discover Louis Vuitton's buyer personas