A percepção de valor das marcas de luxo e suas consequências: uma revisão sistemática da literatura

Abstract

This study aims to identify the dimensions that shape customers' perceived value of luxury brands. Through a systematic literature review mapping the scientific production of the last decade (2014-2024), it was possible to outline a comprehensive overview of the subject. The findings indicate that perceived value in the luxury market is complex, determined by various factors ranging from product quality and exclusivity to social status, digital influence, authenticity, and the sensory and emotional experiences provided to customers. The results suggest that luxury product consumption is associated with emotional and symbolic benefits, reinforcing the importance of building a consistent brand identity adapted to the cultural differences of markets. It is concluded that managing perceived value in the luxury market requires dynamic strategies that consider changing consumer expectations and the evolution of digital platforms.