Heritage luxury brands in millennial times
(2022) BUSN21 20222Department of Business Administration
- Abstract
- This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. The main instrument for this study was the semi-
structured interview. Due to time and place constraints, the study took the form of an online questionnaire with open-ended questions. The main finding is that, recently, millennial consumers have become more focused on the quality and good design of heritage luxury brands and have reduced expectations of their added value. However, the underlying impact of brand... (More) - This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. The main instrument for this study was the semi-
structured interview. Due to time and place constraints, the study took the form of an online questionnaire with open-ended questions. The main finding is that, recently, millennial consumers have become more focused on the quality and good design of heritage luxury brands and have reduced expectations of their added value. However, the underlying impact of brand heritage cannot be ignored. This addresses the question of how heritage luxury brands appeal to millennial consumers and which factors conveyed by luxury brands are more relevant to them. This research focuses on the millennial consumer and helps luxury brands leverage the strengths of their brand heritage to enhance their brand perceptions and values in an ever-changing marketplace. To better assist practitioners with their heritage brand strategies. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9101965
- author
- Sun, Zehui LU ; Cheng, Xiaoyuan LU and Sukaj, Tanja LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20222
- year
- 2022
- type
- L1 - 1st term paper (old degree order)
- subject
- keywords
- Brand Heritage, Heritage Brands, Luxury Brands, Millennial
- language
- English
- id
- 9101965
- date added to LUP
- 2022-11-08 11:20:45
- date last changed
- 2022-11-08 11:20:45
@misc{9101965,
abstract = {{This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. The main instrument for this study was the semi-
structured interview. Due to time and place constraints, the study took the form of an online questionnaire with open-ended questions. The main finding is that, recently, millennial consumers have become more focused on the quality and good design of heritage luxury brands and have reduced expectations of their added value. However, the underlying impact of brand heritage cannot be ignored. This addresses the question of how heritage luxury brands appeal to millennial consumers and which factors conveyed by luxury brands are more relevant to them. This research focuses on the millennial consumer and helps luxury brands leverage the strengths of their brand heritage to enhance their brand perceptions and values in an ever-changing marketplace. To better assist practitioners with their heritage brand strategies.}},
author = {{Sun, Zehui and Cheng, Xiaoyuan and Sukaj, Tanja}},
language = {{eng}},
note = {{Student Paper}},
title = {{Heritage luxury brands in millennial times}},
year = {{2022}},
}