Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception

This Master’s Thesis explores the growing trend of luxury fashion brands extending into the hospitality industry, with a particular focus on ventures of luxury hotels. It delves into the strategic motivations driving these brand extensions and assesses their effects on consumer perception. The resea...

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Autor: Artero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cec
Tipo de recurso: tesis de maestría
Fecha de publicación:2025
País:España
Institución:Consejo Superior de Investigaciones Científicas (CSIC)
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/117220
Acceso en línea:https://hdl.handle.net/10171/117220
Access Level:acceso abierto
Palabra clave:Luxury
Fashion
Brands
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spelling Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perceptionArtero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cecLuxuryFashionBrandsThis Master’s Thesis explores the growing trend of luxury fashion brands extending into the hospitality industry, with a particular focus on ventures of luxury hotels. It delves into the strategic motivations driving these brand extensions and assesses their effects on consumer perception. The research approach combines an in-depth literature review with quantitative methods, employing surveys and statistical analysis to interpret responses from a broad and diverse group of consumers. Findings suggest that luxury brands are entering the accommodation sector to deepen emotional ties with consumers, cultivate brand heritage, and distinguish themselves in a highly saturated market. Crucially, the effectiveness of these expansions hinges on the brand’s ability to uphold its fundamental principles of exclusivity and artisanal quality within the accommodation sector. Despite the growing prevalence of such brand strategies, the results presented in this study highlight that direct consumer experiences, social influences and the opportunity of brand differentiation plays a pivotal role in shaping attitudes towards luxury accommodation extensions. These ventures can attract new audiences, provided they are executed with care to preserve the brand’s luxury essenceLuque-Zequeira, N.A. (Natalia Andrea)Dadun. Depósito Académico Digital Universidad de Navarra20252025-01-0120252025-01-01master thesishttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesisapplication/pdfhttps://hdl.handle.net/10171/117220reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Consejo Superior de Investigaciones Científicas (CSIC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/1172202026-06-21T12:47:57Z
dc.title.none.fl_str_mv Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
title Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
spellingShingle Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
Artero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cec
Luxury
Fashion
Brands
title_short Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
title_full Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
title_fullStr Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
title_full_unstemmed Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
title_sort Luxury Fashion Brands extending into the accommodation industry: The case of Bulgari Hotels and the impact on consumer perception
dc.creator.none.fl_str_mv Artero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cec
author Artero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cec
author_facet Artero-Sanromán, M. (María)|||/items/4b47e1d2-0496-4c3c-a987-cb0799e33cec
author_role author
dc.contributor.none.fl_str_mv Luque-Zequeira, N.A. (Natalia Andrea)
Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Luxury
Fashion
Brands
topic Luxury
Fashion
Brands
description This Master’s Thesis explores the growing trend of luxury fashion brands extending into the hospitality industry, with a particular focus on ventures of luxury hotels. It delves into the strategic motivations driving these brand extensions and assesses their effects on consumer perception. The research approach combines an in-depth literature review with quantitative methods, employing surveys and statistical analysis to interpret responses from a broad and diverse group of consumers. Findings suggest that luxury brands are entering the accommodation sector to deepen emotional ties with consumers, cultivate brand heritage, and distinguish themselves in a highly saturated market. Crucially, the effectiveness of these expansions hinges on the brand’s ability to uphold its fundamental principles of exclusivity and artisanal quality within the accommodation sector. Despite the growing prevalence of such brand strategies, the results presented in this study highlight that direct consumer experiences, social influences and the opportunity of brand differentiation plays a pivotal role in shaping attitudes towards luxury accommodation extensions. These ventures can attract new audiences, provided they are executed with care to preserve the brand’s luxury essence
publishDate 2025
dc.date.none.fl_str_mv 2025
2025-01-01
2025
2025-01-01
dc.type.none.fl_str_mv master thesis
http://purl.org/coar/resource_type/c_bdcc
dc.type.openaire.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/117220
url https://hdl.handle.net/10171/117220
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Consejo Superior de Investigaciones Científicas (CSIC)
instname_str Consejo Superior de Investigaciones Científicas (CSIC)
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
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