Driving Luxury on the Race Track: A Comparative Analysis of Luxury Brand Marketing Strategies in Motorsports

Chavez Mora Rafael (2023) Driving Luxury on the Race Track: A Comparative Analysis of Luxury Brand Marketing Strategies in Motorsports. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar. (Kéziratban)

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Absztrakt (kivonat)

This academic research presents a comparative analysis of marketing strategies used by luxury brands in the motorsports industry. During the last years, the motorsports industry continues to exponentially attract a global audience, creating a lucrative space for luxury brands and corporations to continue capitalizing on it to enhance their brand experience and reach their marketing goals and expectations. Through a comprehensive examination and comparative analysis of different case studies, data, and industry insights from experts, this research aims to explore the most effective marketing strategies for luxury brands and their impact on customer journey, brand experience, strategic partnerships, sustainability, and overall market performance in relation with motorsport events. Some of the main problems or gaps in the existing literature and industry knowledge trying to be addressed are to reduce time and resources when trying to achieve marketing goals for the different luxury brands present in motorsport events and increase satisfaction from all stakeholders in the luxury segment. As well as understanding the elements of successful marketing campaigns, conducting an in-depth comparative analysis, exploring new consumer behaviours and future trends, optimizing cultural and regional variations, finding which metrics are relevant to measure the real impact, and taking into consideration sustainability and ethical concerns, keeping the heritage, prestige, and core brand values. To solve those problems and find valuable insights, data collection from various research, interviews, surveys, and experts’ points of view is conducted. Allowing to also create forecasts based on real data and to contribute significantly to both the academic literature and practical knowledge in the field, helping luxury brands to devise more effective marketing strategies in motorsports.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	branding, luxusadó, marketing, sport, strategy
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Már. 22. 12:57
Utolsó módosítás:	2024. Már. 22. 12:57

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