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Consumer Profile and Behavior in Specific Marketing Contexts: A Study on Luxury Brands

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 337))

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Abstract

The luxury sector has aroused more and more interest, this fact is not only due to the economic importance, and it has in some countries but also due to its growth trend in emerging markets. Through the bibliographic analysis it is verified that the assets have a high degree of intangible, psychological and social values. Increasing the competitiveness of markets and internationalization requires that brands are increasingly oriented toward the market, with the analysis of consumer behavior being the most effective method to generate more value for the customer and in this way, attract and retain them.

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Acknowledgements

This work is financed by national funds through FCT—Foundation for Science and Technology, IP, within the scope of the reference project UIDB/04470/2020.

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Authors and Affiliations

  1. Polytechnic Institute of Cávado and Ave (IPCA), Barcelos, Portugal

    Rosa Barbosa, Bruno Sousa & Alexandra Malheiro

  2. CiTUR – Centre for Tourism Research, Development and Innovation, Coimbra, Portugal

    Rosa Barbosa, Bruno Sousa & Alexandra Malheiro

Authors
  1. Rosa Barbosa
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  2. Bruno Sousa
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  3. Alexandra Malheiro
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Corresponding author

Correspondence to Bruno Sousa .

Editor information

Editors and Affiliations

  1. University of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. University of Santiago de Compostela, Santiago de Compostela, Spain

    José Antonio Varela González

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Barbosa, R., Sousa, B., Malheiro, A. (2023). Consumer Profile and Behavior in Specific Marketing Contexts: A Study on Luxury Brands. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_25

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  • DOI: https://doi.org/10.1007/978-981-19-9099-1_25

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-19-9098-4

  • Online ISBN: 978-981-19-9099-1

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