Customer loyalty in the luxury industry: innovative strategies for sustainable customer loyalty in luxury fashion brands: a brand personification approach

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2024
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
43 + 6
Series
Abstract
The main objectives of this study were to identify the role of brand personification on customer in luxury fashion brands and to evaluate how unique customer experiences contribute to creating loyalty in luxury fashion brands. Interviews were conducted to explore the thoughts, attitudes and behaviours of luxury customers. Content analysis was utilized in analyzing the findings. From the analysis, we could conclude that brand personification and unique customer experiences contribute to and enhance the building and sustaining of customer loyalty. Furthermore, two other factors, quality perceptions and history with the brand are also essential in creating sustainable customer loyalty in the luxury industry. The managerial implications are that managers should ensure that everyone within their business is aware of the brand’s aspired persona and customer base to create a unified, strong and personal brand for the customer to connect with. Moreover, managers should be rigorous when choosing the salespeople at their brand store, as customers highly value and expect exceptional in-store service experiences. Therefore. exceptional customer service experiences are key to building loyalty.
Description
Thesis advisor
Mota, Marcio
Keywords
customer loyalty, brand personification, luxury consumption, brand loyalty
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Citation