Cascone, Gaia (A.A. 2024/2025) The price of desire: how luxury creates value beyond function. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 92. [Master's Degree Thesis]

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Abstract/Index

Luxury market and consumer psychology. The complex nature of luxury: evolution and definition. Luxury market structure and segmentation. The key characteristics of luxury goods. Consumer demographics and behavioral shifts. The role of branding in shaping the perceived value of luxury brands. Designing desire: how luxury brands set the price and consumers give it meaning. How do luxury pricing strategies break away from traditional economic rules? Psychological pricing strategies in luxury. Beyond the price: what really drives choices in luxury. Psychological theories of luxury consumption. Hermès : the embodiment of price as a myth. Research design, data collection and analysis. Research design.

References

Bibliografia: pp. 85-92.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Managerial decision making
Thesis Supervisor:	Marengo, Luigi
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Sep 2025 14:12
Last Modified:	25 Sep 2025 14:12
URI:	https://tesi.luiss.it/id/eprint/43316

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