Role digitalizace ohledně značkové loajality v luxusním průmyslu

This thesis investigates digitalization's influence on brand loyalty in the luxury industry, specifically among Generation Z consumers in the Czech Republic. The research underscores the significance of adopting digital strategies for luxury brands to effectively engage with digitally native customers, establish enduring connections, and succeed in an increasingly competitive market. The study delves into the prevailing trends within the luxury sector, identifies key dimensions that shape Generation Z's loyalty towards luxury brands, and proposes actionable approaches to enhance brand loyalty through digitalization. By harnessing digital platforms, catering to evolving customer expectations, and delivering personalized experiences, luxury brands can elevate customer satisfaction, foster brand loyalty, and ultimately thrive in the digital era.