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Very few product and services categories are as interesting for marketing professionals as luxury products. Such interest derives from luxury’s capacity of embodying both social and individual meanings, as well as symbolic and emotional content. Admitting that luxurious objects can express human wishes and emotions, they are able to reveal aspects of consumers ́ values, attitudes and beliefs. The goal of this dissertation is to describe behavioral aspects of Brazilian consumers of luxury and upscale product and/or services, in terms of their attitudes, emotions and buying behavior. With this in mind, the work begins with a summary of the extant theoretical literature, including specific marketing aspects and the findings of empirical studies on luxury consumers ́ behavior. It ends with a discussion of the value proposition of the New Luxury segment. The second part of this dissertation comprises a quantitative descriptive empirical study, with 290 Brazilian consumers of upscale brands, to describe their attitudes, emotions and consumption behavior. The field study revealed the existence of three groups differentiated according to their attitudes and beliefs toward luxury. The results also indicate that luxury consumption can be related to social tradition, personal image or expression or to compensation mechanisms. In terms of academic contribution, this dissertation seeks to enrich the extant knowledge on the theme. The findings of the empirical study can also help firms with their marketing strategy and programs. KEY-WORDS: Luxury, Luxury Marketing, Consumer Behavior, New Luxury.

Atitudes, emoções e comportamento de compra: um estudo com consumidores de produtos de luxo ou sofisticados