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Consumer Behaviors and Perceptions Towards Luxury Brands

Consumer Behaviors and Perceptions Towards Luxury Brands
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Author(s): Pınar Yürük-Kayapınar (Trakya University, Turkey) and Senem Ergan (Çanakkale Onsekiz Mart University, Turkey)
Copyright: 2021
Pages: 21
Source title: Building Consumer-Brand Relationship in Luxury Brand Management
Source Author(s)/Editor(s): Paula Rodrigues (Lusíada University of Porto, Portugal) and Ana Pinto Borges (Instituto Superior de Administração e Gestão, Portugal)
DOI: 10.4018/978-1-7998-4369-6.ch002


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The main objective of this chapter is to examine consumers' behavior and perceptions of luxury products and brands. For this purpose, literature review was made by considering the issues related to luxury consumers. The behavior of consumers who purchase luxury products differs from that of other consumers. Because these consumers are especially different from the purpose of buying luxury products. The luxury product for them is more about satisfying their psychological needs than satisfying their physical needs. Therefore, the characteristics of these consumers, their purchasing styles, their segments in the market, their perceptions and values towards the product also differ. When buying luxury products, consumers are most influenced by reference groups and they affect them the most. Therefore, they turn to counterfeit products in order to feel only belonging to the luxury world and to be like reference groups.

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