Atributos característicos de las marcas de bienes de lujo

Abstract

This article is a synthesis of the research study conducted by the author as a requirement for the MSc in Management at EAFIT University. The objective in this research is to identify and understand the attributes that characterize brands, acknowledged as luxury goods. The content analysis was chosen as the research method for studying a convenience sample of luxury brand sites on the Internet.  This research study is developed in the marketing field, and its different concepts were adopted as the reference framework.