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Renting is the New Black?

Pretz, Christina Julia LU and Stadlbauer, Lisa Maria LU (2021) BUSN39 20211
Department of Business Administration
Abstract
This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach.

In order to investigate consumer perception of luxury brands in the context of rental platforms, the study applied concepts of Keller’s customer-based brand equity pyramid within the fields of luxury fashion, rental platforms, and consumer perceptions of luxury brands. The empirical data consists of nine semi-structured interviews which were divided into three groups depending on the previous experience with luxury fashion brands.

The study shows that... (More)
This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach.

In order to investigate consumer perception of luxury brands in the context of rental platforms, the study applied concepts of Keller’s customer-based brand equity pyramid within the fields of luxury fashion, rental platforms, and consumer perceptions of luxury brands. The empirical data consists of nine semi-structured interviews which were divided into three groups depending on the previous experience with luxury fashion brands.

The study shows that perceptions differ partly in regards to the different aspects but also in terms of the different interviewee groups. The differences are of rather minor nature. Luxury fashion brands should engage in the access economy, while ensuring to maintain their unique selling propositions such as exclusivity (Less)
Please use this url to cite or link to this publication:
author
Pretz, Christina Julia LU and Stadlbauer, Lisa Maria LU
supervisor
organization
alternative title
A Qualitative Study investigating Millennial’s Perceptions of Luxury Fashion Brands with their Availability on Rental Platforms
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Luxury fashion brands, consumer perceptions, rental platforms, exclusivity, ownership, access-based economy
language
English
id
9054677
date added to LUP
2021-06-29 14:24:36
date last changed
2021-06-29 14:24:36
@misc{9054677,
  abstract     = {{This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach.

In order to investigate consumer perception of luxury brands in the context of rental platforms, the study applied concepts of Keller’s customer-based brand equity pyramid within the fields of luxury fashion, rental platforms, and consumer perceptions of luxury brands. The empirical data consists of nine semi-structured interviews which were divided into three groups depending on the previous experience with luxury fashion brands.

The study shows that perceptions differ partly in regards to the different aspects but also in terms of the different interviewee groups. The differences are of rather minor nature. Luxury fashion brands should engage in the access economy, while ensuring to maintain their unique selling propositions such as exclusivity}},
  author       = {{Pretz, Christina Julia and Stadlbauer, Lisa Maria}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Renting is the New Black?}},
  year         = {{2021}},
}