Impact of Digital Marketing Strategies on Brand Perception and Consumer Behaviour: A Study of Famous Luxury Brands
Digital marketing ,Luxury brand
Digital marketing is at the heart of where this transformation takes place: in an ever-evolving marketplace. This research investigates how the use of digital marketing strategies can enhance brand perception and affect consumer behaviour particularly, in famous luxury brands like Bentley and Rolex. The models of these brands, the perfect example of high art luxury and exclusivity are a perfect lens through which we can understand each and every aspect regarding how digital marketing works.
The study examines a range of digital marketing approaches from using social media to work with influencers and developing better connected campaigns, informed by insight. This research aims to examine more precisely how such strategies affect consumer perceptions and behaviour towards luxury brands using mixed-methods (quantitative surveys/qualitative interviews). The results of this research showed that digital marketing tools boost brand perception mainly due to the subject's feeling for being exclusive and personalized. Aspirational value is everything when it comes to influencing consumer behaviour and digital runs well with luxury brands (think Bentley, watches from Rolex) for whom the consumers are always on a buying spree.
The study also acted as a reminder of how critical influencer marketing has become - especially in the luxury car space. Working with respected and on-trend influencers allows these brands to connect with an audience outside of their core customer base, all while maintaining a level of prestige. In this, there is a considerable growth and success in using data analytics while marketed to provide relevant information concerning such services along with personalized marketing which enable business needs that curtail higher engagement as well conversion. The likes of Bentley and Rolex roll out case studies in how digital strategies can be utilised successfully to preserve brand heritage that will appeal lifestyle driven customers. The new digital world has to be traversed by luxury brands in an agile manner, ensuring that they retain their exclusivity and keep their place as market leaders.
"Impact of Digital Marketing Strategies on Brand Perception and Consumer Behaviour: A Study of Famous Luxury Brands", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.10, Issue 9, page no.a62-a66, September-2025, Available :https://ijsdr.org/papers/IJSDR2509009.pdf
Volume 10
Issue 9,
September-2025
Pages : a62-a66
Paper Reg. ID: IJSDR_304818
Published Paper Id: IJSDR2509009
Downloads: 00099
Research Area: Management All
Country: Delhi, Delhi, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
