I vilken kanal blir upplevelsen av lyx maximal? En kvantitativ studie om hur ett lyxvarumärke påverkas och bör hanteras i kontexten av distributionskanaler.

Sammanfattning: The distribution of luxury brands has long since been associated with physical stores. However, in today's society, distribution of luxury products through digital channels is incrementing. The increased use of the online channel as means of distribution stems from the intention to reach a larger amount of potential customers. There is an issue that arises when luxury brands use the Internet channel as a point of sale - the obvious mass-market approach of the online channel is incongruent with the definition of a luxury brand. The luxury brand can utilize its physical stores in order to enhance attributes, which transmits the identity of the brand. The luxury brand identity is associated with exclusivity and heritage, whereas the online distribution channel is affiliated with regeneration and added accessibility. Thus, many luxury brands are still reluctant to implement the online channel as a distribution strategy. Earlier research concerning luxury brands is limited in areas regarding distribution strategy and the subsequent brand evaluation and associations. This study aims to examine the brand associations and evaluation induced by the various distribution strategies, in terms of channel choice. Also, a complementary purpose of this thesis was to analyze the willingness to buy, associated with each channel distribution, and consecutively the attributes impacting the consumer's willingness to buy in each distribution channel strategy. In order to fulfill the purposes of the study, an experiment method was applied where respondents of 233 where introduced to the fictitious brand Avant, symbolizing the luxury category. In order to identify luxury specific evaluations, the method also included questionnaires representing the standard product category with the intention of comparing the outcomes of the surveys. The study concludes that a distribution of luxury products in physical stores will result in higher brand evaluations and stronger associations. The attributes tended to differ in importance for the customer and his or her willingness to buy, depending on channel choice. The findings conclude that luxury brands should think twice before opting for an online strategy as a distribution channel.