Authenticity and Equity in Luxury: An Empirical Case Study on How Brand Authenticity can Influence Brand Equity in the Context of Luxury Brands

Alessandra Bosco & Alessandra Masiero

Student thesis: Master thesis

Abstract

In the new brand era, that is shifting from the Relationship-focus between consumers and firms to a Stakeholder-focus, in line with the emerging service-dominant logic, the concepts of Brand Authenticity and Brand Equity have been widely discussed. The former is rather new and still deeply under-research, while the latter has been one of the most debated topics of the last forty years. Also, the luxury brands industry is one of the fastest growing industries, raising increasing attention from both media and firms. Despite the ongoing debates on these topics, Brand Authenticity and Brand Equity have never been analysed together in the context of the luxury industry, thus the present study. With Louis Vuitton as brand chosen for the single-case study, this research presents two stages of qualitative data collection and analysis, which focus on two different Louis Vuitton target groups, namely prospect and current customers. Findings show that the different dimensions of Brand Authenticity can impact Brand Equity on different levels. Communication has been reckoned as a key element in order to enhance and develop both constructs. The authors also display future research that addresses fundamental and methodological limitations of the study, as well as practical implications for luxury brands managers. strategy.

EducationsMSc in Economics and Business Administration, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages250
SupervisorsStefan Markovic