Montgomery, BruceAlshmali, Lobna2024-12-132024Harvard citations51https://hdl.handle.net/20.500.14154/74163This research aims to comprehensively explore the role of local culture and religious beliefs in shaping consumer behavior, attitudes, and perceptions towards luxury brands in the Middle East (GCC) region. Through rigorous analysis of luxury brands' localization strategies, including their engagement with local culture and traditions, the study seeks to understand how these factors influence GCC consumers' perceptions and loyalty. The goal is to provide actionable insights for luxury brands to effectively implement localization strategies and establish a strong resonance with GCC consumers.This study explores the influence of local culture and religious beliefs on consumer behavior, attitudes, and perceptions toward luxury brands in the Gulf Cooperation Council (GCC) region. It aims to provide insights into how luxury brands can effectively implement localization strategies to resonate with GCC consumers. Drawing on Hofstede's cultural dimensions theory, the research investigates the interplay between cultural factors, such as social status, religious beliefs, and community values, and luxury brand consumption in the GCC. Using a quantitative research design, data were collected through structured online surveys targeting luxury consumers across the GCC. The findings reveal that cultural relevance and religious sensitivity are paramount in shaping GCC consumers' preferences and loyalty towards luxury brands. A significant majority of respondents highlighted the importance of aligning luxury brands with local cultural values and religious beliefs, indicating that such alignment significantly impacts their purchasing decisions and brand loyalty. The study also finds that effective localization strategies, including engagement with local events and adaptation of products to reflect local cultural symbols, can greatly enhance consumer perceptions and loyalty. These results underscore the need for luxury brands to balance global appeal with local relevance to succeed in the GCC market. By integrating cultural values, traditions, and religious practices into their branding and marketing efforts, luxury brands can foster deeper connections with GCC consumers, ensuring long-term brand loyalty and market success.67en-USLuxury ConsumptionLocalizationGCC consumersMiddle EastCultural SensitivityThesis