What values do customers create/co-create through their interaction with luxury brands

2013 dissertation for MSc in International Business Management. Selected by academic staff as a good example of a masters level dissertation. The Luxury market has encountered considerable growth over recent decades. Thanks to economic growth, nowadays people are more likely to spend higher amount of money for luxury and exclusive products. In this state of affairs customers need to perceive sufficient value in the luxury brands in order to intend to purchase expensive goods. Customer positive experiences about the brand play a prominent role in customer purchase intention. According to service-dominant logic studies, customers are value creator and firms are value facilitator. Both brand and customer can change their roles to value co-creators when they interact with each other during the process of value creation. Luxury customers are enthusiastic to achieve personalised brand experiences and the firm is responsible to pave this way for them. In this paper, the researcher attempts to explain the values that are created through this interaction between luxury brand and luxury customers. For this reason, the researcher has built the research upon the Tynan et al. (2010) study. The research aims to explore the interaction between customers and luxury brand resources and look at the concept from the customer’s perspective. Yet, the previous related articled has been reviewed. Eight in-depth interviews are conducted to investigate the luxury customers’ perspective on the phenomenon. The study findings suggest five values that customers create through their interaction with luxury brands. The research also support previous studies on luxury value co-creation and provides some recommendations for practitioners and future studies