A THEORETICAL RESEARCH ON LUXURY BRAND AND LUXURY BRAND CONSUMERS

Abstract

The act of consumption, which started with the existence of humanity and still continues today, is an indispensable activity in terms of maintaining the lives of individuals. Consumption culture also changes with globalization. These changes are reflected in the consumer's shopping patterns and have led to widespread consumption of luxury, which has a very narrow target group in the past.
Today, with the impact of globalization, the lifestyles, tastes and consumption preferences of consumers all around the world begin to resemble each other. Luxury consumption is an increasingly important issue in today's world. Luxury products have gone beyond just addressing a certain group, and are being consumed by a wider mass of people. The phenomenon of luxury is a concept that is defined as being indulging in these or similar features that give a feeling of satisfaction, comfort and happiness to individuals.
There are very few studies on the concept of luxury brand in our country. Therefore, in the present study, a theoretical research has been done about the importance of definition of luxury brand concept, characteristics of luxury brands and properties of luxury brand consumers.