Research on Customer Satisfaction, Brand Trust, and Perceived Brand Value in the Luxury Brand Sector

DOI

10.2991/978-2-38476-611-6_52How to use a DOI?

Keywords

Customer satisfaction; Brand trust; Brand perception; Marketing strategy

Abstract

This study examines the relationship between customer satisfaction, brand trust, and brand perceived value, using the luxury watch brand Rolex as its research subject. Adopting a case study approach featuring Rolex as a representative example, it systematically explores the intrinsic relationships and influencing mechanisms among customer satisfaction, brand trust, and brand perceived value. The research reveals that customer satisfaction with luxury brands positively enhances brand trust through quality control, after-sales support, and value communication, with perceived brand value acting as a mediator in this relationship. The marketing strategy of Rolex, characterized by “scarcity construction + value perception transmission,” provides a practical paradigm for the synergistic enhancement of these three elements. The findings of this study enrich the theoretical framework of luxury brand management, offering targeted practical guidance for luxury brands to optimize satisfaction management, strengthen trust-building, and enhance perceived value.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 3.0 International License (http://creativecommons.org/licenses/by-nc/3.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sicheng Lu
PY  - 2026
DA  - 2026/09/07
TI  - Research on Customer Satisfaction, Brand Trust, and Perceived Brand Value in the Luxury Brand Sector
BT  - Proceedings of the 2026 12th International Conference on Digital Humanities and Frontiers in Social Sciences (DHFSS 2026)
PB  - Atlantis Press
SP  - 472
EP  - 479
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-611-6_52
DO  - 10.2991/978-2-38476-611-6_52
ID  - Lu2026
ER  -