Preliminary communication

Consumers' perception of luxury brands in Croatia

Doris Peručić orcid.org/0000-0003-1329-2666 ; Veleučilište Edward Bernays
Marina Leš orcid.org/0009-0003-5721-6873 ; Veleučilište Edward Bernays

Abstract

Luxury is related to the consumers’ perceived value of luxury brands. The paper investigates how Croatian consumers perceive the luxury value. Empirical research was conducted in October 2021 on a sample of 169 respondents from the Republic of Croatia. The survey questionnaire was developed based on previous research on the luxury brands characteristics that influence the consumer’s perception and was applied to the market of
luxury products: clothing, footwear, accessories and cosmetics. The paper provides a new insight of Croatian consumers’ perception of the concept of luxury, the criteria by which they evaluate luxury brands and the perception of the luxury attributes of products that companies manage with different business models: „luxury“, „fashion“, „premium“ and „masstige“. The research results enable a better understanding of the perceived luxury value and can be used to improve the managing luxury brands..

Keywords

Croatian consumers, luxury brands, perceived value, different business models

Hrčak ID:

311943

URI

https://hrcak.srce.hr/311943

Publication date:

21.12.2023.

Article data in other languages: croatian

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