Library:
Madrid
Berlin
London
Turin
Paris Champerret
Paris Montparnasse
This thesis explores how distribution-based exclusivity impacts consumer perceptions in the luxury branding sector. A quantitative survey was conducted where participants were presented with either a luxury watch framed as exclusive, with limited availability, or a mass-produced version. Several key consumer responses were measured, including purchase intention, brand attitude, product congruence, intention to recommend, and perceived uniqueness.
The findings show that exclusivity significantly boosted purchase intention. Participants who viewed the exclusive watch were more likely to consider buying it, indicating that limited availability can increase purchase intention. However, other factors like brand attitude, product congruence, intention to recommend, and perceived uniqueness did not show significant differences between the exclusive and mass-produced versions.
These results provide important insights for luxury brands, suggesting that emphasizing exclusivity can effectively enhance purchase intent. The thesis also discusses strategies for leveraging exclusivity in marketing and offers recommendations for future research.
