Co-creation of value : the key drivers of value which customers seek and obtain from luxury brands and how these differ between genders

Show simple item record

dc.contributor.advisor Reyneke, Mignon en
dc.contributor.postgraduate Smith, Bronwen en
dc.date.accessioned 2016-05-04T13:45:34Z
dc.date.available 2016-05-04T13:45:34Z
dc.date.created 2016-03-30 en
dc.date.issued 2016 en
dc.description Mini Dissertation (MBA)--University of Pretoria, 2016. en
dc.description.abstract The aim of this study was to identify the key personal and socially orientated drivers of consumption within an emerging economy to provide a useful comparative study to the existing studies done in Western societies. The study explored the co-creation of value process within the luxury goods market and assessed whether the key value drivers differed between male and female luxury consumers in emerging markets. The study further aimed to determine if and how luxury brand organisations in emerging markets could co-create value through the use of the key drivers identified. A qualitative, cross-sectional, exploratory research method was selected and a total of 13 respondents were interviewed, utilising semi-structured in-depth interviews. Findings revealed that all six key value drivers tested were present in both the male and female decision-making process to purchase luxury goods within an emerging market, with differences and similarities in the key value drivers delineated. The findings also demonstrated that emerging market luxury goods consumers seek to be part of a co-creation of value process and are open to two-way communication with the luxury brand organisations. Finally, the results indicated ways in which luxury brand organisations in emerging markets could co-create value by using the key drivers identified in the study. en
dc.description.availability Unrestricted en
dc.description.degree MBA en
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.description.librarian pa2016 en
dc.identifier.citation Smith, B 2016, Co-creation of value : the key drivers of value which customers seek and obtain from luxury brands and how these differ between genders, MBA Mini-dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/52321> en
dc.identifier.other GIBS en
dc.identifier.uri http://hdl.handle.net/2263/52321
dc.language.iso en en
dc.publisher University of Pretoria en_ZA
dc.rights © 2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria en
dc.subject UCTD en
dc.title Co-creation of value : the key drivers of value which customers seek and obtain from luxury brands and how these differ between genders en
dc.type Mini Dissertation en


Files in this item

This item appears in the following Collection(s)

Show simple item record