The Art of Desire: Strategic Luxury Marketing and Its Influence on Consumer Behavior
Priya Bakshi
Assistant Professor, PG Department of Commerce & Management, APJ College of Fine Arts, Jalandhar, Pin code: 144001
9041611987
priyabakshi2024@gmail.com
ABSTRACT
Consumer behavior plays a crucial role in luxury marketing, as luxury products and services often involve high levels of emotional connection, status symbolism, and aspirational elements. This research paper examines the intricate relationship between luxury marketing and consumer behavior, focusing on how luxury brands navigate evolving consumer preferences, technological advancements, and shifting societal values. Through analysis of existing literature, case studies, and market trends, the paper explores effective luxury marketing strategies and their impact on consumer purchasing decisions. The study investigates digitalization, sustainability, and experiential marketing as key factors reshaping the future of luxury marketing, offering valuable insights for marketers and industry professionals in the luxury sector.
KEYWORDS: Luxury marketing, consumer behavior, digital transformation, sustainability, experiential marketing
DOI link – https://doi.org/10.69758/GIMRJ/25040401V13P0022
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