The Impact of E-Commerce on the Brand Equity Concept for Luxury Fashion Brands

The impact of e-commerce in the case of luxury fashion brands is extensive, affecting, among other things, the consumer-based brand equity concept of these brands through its 4 dimensions: brand awareness, brand associaton, perceived quality and brand loyalty. This bachelor thesis considers the impact of e-commerce on individual dimensions of brand equity in case luxury fashion brands, and how they can influence the brand image. The aim of the thesis is to first summarize the existing literature on the luxury concept, luxury consumers and e-tailers, the consumer-based brand equity concept for luxury brands, brand experience and brand image. Then, compare these findings with primary research in the form of a questionnaire answered by potential luxury fashion consumers to determine their consumer behavior, perception of luxury e-tailers and their potential consumer behavior if they were to buy luxury fashion online.