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Consumer Behaviors and Contemporary Attitudes in Luxury Markets
Abstract
This chapter analyzes the differences in consumer behavior and attitudes towards Luxury Goods. The established bond of the consumer with the luxury brand, as derived from a psychological process, is strong, and characterized by the emotional. The Luxury Brand is a symbol of personal and social identity, it expresses the individual's personality and lifestyle, strengthens the projection of self-image, status and self-concept. This chapter will analyze the buying decision process, customer retention and loyalty. The chapter will study the role of envy in the buying decision process of Luxury Goods, within a context of social comparison. As well as advertising messages and their strategies (of which envy is commonly used). The personality of the Luxury Retail Store will be analyzed. It will review the most important scientific contributions paying special attention to research done in the field of Neuromarketing and Neurobiology of Beauty.
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