Abstract

This study investigates value creation in the Luxury real estate market in the Brazilian context through qualitative exploratory research. Due to the complexity and particularities of the real estate market, we investigated how luxury real estate companies create value by comparing customers’ expectations with companies’ perspectives. Luxury real estate companies and customers were in-depth interviewed, and significant and valuable data were collected. Our study indicates that the existing luxury literature is limited in its ability to address the complexity of the luxury real estate market. Our study also suggests that trust, credibility, and customization affect value creation in the luxury real estate market. Luxury authors and scholars did not previously study these aspects of value creation. In addition, this research provides scholars and companies with a new approach to creating value in the luxury real estate market.

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