Luxury Brand Consumer Behavior Thesis

I’m finalising a Master’s thesis in Luxury Brand Management and I need support shaping the research question, refining the literature review, and laying out a solid data-collection plan. The core of the project is consumer behavior: why affluent consumers choose one luxury label over another and how that preference evolves.

My study will blend both primary and secondary data. I will gather first-hand insights through an online survey, then triangulate those findings with existing academic work, industry white papers, and relevant market reports. What I want from you is clear, targeted guidance that keeps every element—question design, sampling strategy, and statistical analysis—aligned with current best practice in marketing research.

Key outcomes I expect:
• A concise, academically sound research question plus related hypotheses.
• A critical literature review highlighting seminal and most recent works on luxury consumption and brand value perception.
• A survey instrument ready for pilot testing, complete with measurement scales validated in prior studies.
• A step-by-step plan for analysing the eventual dataset (SPSS, Stata, or R—whichever you prefer) so I can move straight from data collection to interpretation.

If you have experience publishing or supervising empirical studies in luxury marketing, your input on theoretical framing and data interpretation will be especially valuable. I’m working to a tight academic calendar, so clarity, prompt feedback, and methodological rigour are crucial.