A construção de valor no mercado de luxo: Estratégias de marca e experiência do consumidor relacionadas à Arquitetura e ao Design de Interiores

Abstract

Abstract

The luxury market, characterized by exclusivity and sophistication, stands out as one of the most dynamic and profitable segments of the global economy. In this context, brand strategies and consumer experience play fundamental roles in generating value and fostering customer loyalty. This study investigates the impact of these approaches on consumer behavior and the profitability of companies in the luxury market within architecture and interior design, based on qualitative interviews conducted with managers of high-end firms in Juiz de Fora, Minas Gerais. The research relied on theoretical foundations from authors such as Strehlau (2008), Kapferer & Bastien (2011), Dubois (2005), and Vigneron & Johnson (2004), who supported the formulation of hypotheses and the development of the applied questionnaire. The structured questionnaire was formulated based on validated scales in the literature, allowing a detailed analysis of customers' perceptions regarding personalization, branding, and consumption experience. Data analysis employed content analysis techniques (Miles, Huberman & Saldana, 2014), identifying patterns and effective strategies for brand repositioning within the segment.

Keywords: Brand strategies; Customer experience; Strategic repositioning; Marketing strategies.