“Intrinsic and Intangible Value Driving Luxury Brand Purchase: An Analysis on the Luxury Market, Made in Italy Sector and Role of Counterfeiting”.

Abstract

The idea of writing my master thesis was born in Atlanta, where I spent nine months at Robinson College of Business as an exchange student in Global Markets. Throughout my second semester, I had the opportunity to develop my thesis in the marketing department with Dr. Kumar, a Regent professor at Georgia State University.

The idea behind the paper is to give the reader a definition of the Luxury Market. In particular, the focus will be on luxury brand. One of the objectives of the thesis is to understand the intrinsic and intangible value that leads customers to purchase a luxury product rather than a value one. In the introduction, the concept of luxury, the characteristics of the luxury markets, what is a brand and ultimately, what is a luxury brand will be defined. Furthermore, there will be an explanation about the differences in purchase behaviors among men and women in the clothing industry. The paper will then look at the differences in purchasing between developed and emerging markets act. Multiple factors will be analyzed. The Hofstede Model will be used to explain how a customer is enticed by a particular brand. Finally, the last section of the thesis will provide a detailed elucidation centered on the ‘Made in Italy’ Luxury Goods, the role of Italy in the fashion industry, and the counterfeit phenomenon.