Products’ Digital Transformation Effect on Perceived Luxury Level and Brand Authenticity, the Case of Watch Industry


  • Messelmani Sayma
  • de Barnier Virginie

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Brands are constantly challenged to provide innovative offerings as they must work on predicting consumers’ behavior toward novelty. By applying frameworks which integrate brand luxury, brand authenticity and digital transformation, this study aims to present our concepts’ updated definitions, from consumers’ point of view. Furthermore, the effect of the product's digital transformation on the perceived luxury level and brand authenticity will be explored and reported in order to enlighten companies in their business strategies toward the decision of innovation adoption.

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