Tesis sobre el tema "Marché du luxe"
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Bai, Xue. "Les consommateurs chinois face au luxe : analyse sociologique de la consommation et des représentations". Electronic Thesis or Diss., Paris 8, 2021. http://www.theses.fr/2021PA080105.
Understanding the vision of luxury of Chinese consumers and their behavior in the context of the social evolution of the country since the foundation of communist China in 1949 is the major issue of this thesis. The practices and the vision of Chinese luxury consumers seem to be both manifest and implicit. These contents, which make up a specific consumer culture, follow certain collective rules or habits, stemming from cultural and traditional fac-tors, such as the exchange of gifts, the culture of "face"; they are also strongly shaped by social and political aspects in the case of China, and reflect the social evolution of a state which is constantly changing. Our work is organized along two lines of research: a global culture of luxury con-sumption in China, which has been evolving for more than sixty years, and the practices of luxury consumption with the interpretation and social representation of luxury by consu-mers. It was made possible by two methodological supports: direct observation in the field in a luxury boutique in Paris and in-depth semi-directive individual interviews with about forty Chinese consumers. This study proposing a set of indicators will allow us to better understand the current behaviors of the Chinese towards the consumption of luxury goods and to project ourselves into the future of this market, while taking into account cultural and social specificities
Trébuchet-Breitwiller, Anne-Sophie. "Le travail du précieux : une anthropologie économique des produits de luxe à travers les exemples du parfum et du vin". Phd thesis, École Nationale Supérieure des Mines de Paris, 2011. http://pastel.archives-ouvertes.fr/pastel-00713690.
Bogomolova, Anastasia. "Marché russe des modes françaises en 1700-1825 : jeux politiques, acteurs, produits, contrebande". Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01H053/document.
The main purpose of this study is to determine the organisation of the Russian market of French fashion in the XVlllth-XIXth centuries, to analyse its development and the factors that influence it. First created artificially by Peter the Great's decrees on dress, the demand for the European outfits becomes natural in the context of gallomania. However, the consumption is mainly narrow and aristocratic because of the high cost of the imported fashion goods. Russia represents an important outlet for the French manufacturer as it consumes a large part of silk and other fashion products. The Russian market is not limited to the direct exports shown in the statistics which underestimate its importance, it also involves a big traffic that transits via Germany, and the illicit flows. The imports of French luxury goods contradict the interests of the Russian authorities that try to control them in order to stimulate the national industries. The market develops under the influence of the protectionist customs policy of Russian Empire and the wars that make it unstable, especially for the manufacturers and merchants. Despite the fact that the exchanges are often disrupted, they never stop. The links between the French manufacturers and the Russian consumers have turned to be stronger than the legislative compulsions and international conflicts. The adaptation of the Russian market to the difficult circumstances takes place through the appearance of new trade channels, both legal and illegal that make the laws of offer and demand triumph
Manocha, Raghav. "Effect of consumption-context and product attributes on social value perception of luxury clothes for Indian female consumers". Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E001.
This study conducted among young Indian females, sheds light on the importance of consumption-context and apparel attributes in determining the social value perception of a luxury dress. The study analyzes the perceived social fit of a luxury dress as a function of two factors: First, a context-related factor comprises the type of event (traditional or modern), and the people who are present at the event (peers or elders). Second, an attribute-related factor refers to the perceived design origin (Indian or Western or Indo-western), and the modesty of the dress (modest or revealing). As a result of collectivistic orientations of Indian society, wearing a contextually-fit luxury dress helps earn more prestige in one’s group and will help gain high social value. The literature review analyzes the importance of the perceived social value for a luxury outfit in India, in the Indian context of luxury apparel, evolving along traditional design and global influence. In the Indian collectivist culture, Indian females give priority to the usage context when they choose a luxury garment. We propose a conceptual framework derived from the literature.In the empirical work, we started analyzing 24 semi–structured interviews of young Indian females. This qualitative study helped to better understand the choice process of a luxury garment. Next, an experiment was carried out with 994 Indian females. In this within-subjects experiment, each subject had to assess the social fit of six dresses, for each of four representative events of Indian society. The six dresses varied in design (Indian, Indo-western, Western) and in modesty (modest or revealing). The four events varied in modernity (traditional versus modern) and in company (with peers, or with elders).Many main effects are significant. For example, Indian dresses have higher perceived social fit than Indo-western and Western dresses; Indo-western dresses have higher perceived social fit than Western dresses; and modest dresses have higher perceived social fit than revealing dresses. Among interaction effects, for an event with elders, an Indian dress has a higher perceived social fit than Western and Indo-western dresses, whereas for an event with peers, a Western luxury dress has a higher perceived social fit. During a modern social occasion, a revealing luxury dress has a higher perceived social fit than a modest dress, whereas during a traditional event, a modest dress has a higher perceived social fit than a revealing dress. Unexpectedly, Indo-western dresses score higher in perceived social fit than Western dresses for a modern social occasion. The research suggests a number of managerial implications. Western luxury houses should take into account the context in which the dress will be worn. For example, in a so called “modern” event, we suggest to infuse Western elements in Indian dresses. Western houses can also tailor Western dresses, to Indian dress attributes such as modesty (i.e., respecting the parts of body that should be hidden in India), and textiles and colors liked in India. Indian designers should hold on to and strengthen their forte – traditional craftsmanship and dress-materials. However, they may innovate by infusing selected Western elements in their Indian models
Baby, Luc. "Le marché de la carrosserie à Paris dans la deuxième moitié du XVIIIe siècle à travers les "affiches annonces et avis divers" : l'approche d'une industrie de luxe, de corps de métiers variés, de la société, et des rapports avec les carrossiers des pays européens". Montpellier 3, 2006. http://www.theses.fr/2006MON30057.
The success of the carriage market in the second half of that century in Paris can, in part, and despite its limitations, be put down to advertising by posters “Affiches de Paris”. This de luxe product made up of new designs and some good fortune, continued its upward progression during those times when the ‘Elite’ were growing richer and the soft top (cabriolet) coach was being developed, only to be followed by total collapse of the industry at the commencement of the French Revolution. The manufacture was the subject to German imports and influences followed by English and also Italian and Belgian ideas. Its export business was founded on the excellent reputation of French coach bodywork builders. This market covered all types of coaches which were appropriate to demands made by social lifestyles, safety, gracefulness and encompassed the latest fashion. Buyers and sellers over the years have included everyone from kings and other royalty to the newly wealthy middle classes. It is a product made by specialist tradesmen and master craftsmen who since 1770 have developed highly specialist workshops. This market has witnessed the evolution of a luxury product into a badge of honour of the decorative arts (or art-deco)
Pham, Phong Lan. "Cultural influences and non-conspicuous consumption : the case of high-end or luxury skincare brands in Vietnam". Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010065.
Vietnam is a promising market for skincare brands. In premium segment, foreign imported products take the total share with an annual sales increase of 18 to 35 % during the last period 2010-2014 (Euromonitor 2015). Though vietnamese consumers have one common term for this segment as ‘mỹ phẩm cao cấp’ (premium cosmetics), it includes in fact luxury brands (eg : Clinique, Estee Lauder, Lancôme, Sisley, Shiseido, SKII, Menard, Ohui…) and non-luxury but high-end brands (eg: Vichy, Dr.Spiller, Swissline, Dermalogica, Tenamid…). Researchers so far have approached luxury segment but not yet adequately paid attention on the non-luxury but high-end segment in Vietnam. Besides, vietnamese people by culture appraised simplicity and modesty in actual life ; this is contrary to a phenomenon of conspicuous luxury consumption that has been heavily discussed by researchers in emerging economies so far. As such, existent and new cultural trends in Vietnam also is to be revisited in this thesis. So, how vietnamese consumers perceived luxury and high-end skincare brand products ? Why they choose luxury brands and why they choose high-end brand ? Which cultural factors influence their consumption choice ? This thesis is for an aim to find answers to these questions in enabling important managerial and academic implications for the vietnamese market.In theoretical part, this thesis approaches in three axes as luxury and high-end brand concepts, consumers, and cultural influences in stressing on the specificities of vietnamese market. The empirical part of this thesis contains 5 qualitative studies (random records, focus group discussion, market price survey, photo collection and in-depth interview). The results of theoretical review and data analysis confirmed 7 research propositions: 1/ During the economic transition period, vietnamese consumers are supposed not to have clear perception on luxury and high-end brand skincare products; 2/ Vietnamese traditional consumers was supposed not to be conspicuous but quality seeking in premium skincare consumption; 3/ By Korean cultural influence, there exists a behavioral preference of Korean high-end skincare products by vietnamese consumers; 4a/ Comparing to vietnamese young traditional consumers, elder consumers are less product-involved, less knowledgeable on brands, more advice-seeking and brand committed; 4b/ Comparing to elder traditional consumers, young consumers are more product-involved, more knowledgeable on brands, more self-information seeking and self-decisive and less brand committed; 5/ Vietnamese traditional consumers prefer luxury skincare products because of the quality assurance, of which elder consumers rely on price cue and young consumers rely on brand cue; 6/ Vietnamese traditional prefer high-end products because of price-quality, of which elder consumers rely on advice cue and young consumers rely on self-judgment.This thesis contributes to a refreshing knowledge on such emerging and transition markets as Vietnam. It helps managers to have dynamic strategy on premium product segmentation (luxury versus high-end products) as well as to acknowledge of the big potentiality of vietnamese traditional and non-conspicuous consumers. It also give a hint to academic researchers for studying a new perception of luxury and high-end brands in emerging markets as well as to pay attention on not only COO from Western/developed countries but also from such successful Asian country as Korea in study vietnamese market
Alves, Teresa Salomé Oliveira Caetano. "As celebridades e as marcas de moda de luxo acessível". Master's thesis, Universidade da Beira Interior, 2013. http://hdl.handle.net/10400.6/1735.
This research focuses on the area of the luxury marketing, seeking to understand the role of celebrities in the fashion brands of affordable luxury. The literature review relates to the concept of luxury and builds the conceptual link between brands, fashion and celebrities. The conceptual model summarizes the main guiding elements and reveals the lack of a consolidated conceptual framework on the topic under study. As empirical research strategy, it was adopted a multiple case study, focusing on four Portuguese designers associated with affordable luxury. Results indicate that those designers use comparable strategies to promote their brand. They consider that the association to specific celebrities may add value to their brands and increase their brand awareness.
Damasceno, Alhen Rubens Silveira. "O luxo e o mainstream: a circulação intersígnica das marcas". Universidade de São Paulo, 2017. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-30052017-110852/.
ephemeral and only try to satisfy a small part of our constant search for completeness. Publicity is inserted in this context when expressing the values in force in society and also in mediating the possibilities of insertion of the consumers in the most diverse niches and social strata. Trademarks seek to express values, identities and images of products / services through actions and manifestations. Such actions and manifestations may come in a variety of ways, that is, in print media advertisements, or in the form of audiovisuals; Merchandising actions such as shop windows, gondolas, among others and whose purpose is to generate positive bonds, pleasant associations and lead the potential consumer to the act and usufruct of the good or service. The present work results from a research between the luxury brands in comparison of the mainstream brands, a deepening intersígnico looking for to identify the effects of sense of each, its similarities and distinctions. The work aims to understand the intersection of luxury brands and mainstream brands in the context of fashion retail. The results we share here come from a research that relies on the cross-linking of the fields of communication with visual anthropology. Communication, but precisely the advertising, will enter as its rhetoric of consumption through the signs that relate to a production of effective meaning. The visual anthropology will be based on the photoetnographic research that will help us in the mapping and narrative of the consumption of luxury and the mainstream. As a method of analysis we will rely on the Semiotics developed by Charles Sanders Peirce. Photoetnographic registration was carried out in the cities of: São Paulo, Fortaleza, Brasília and Florianópolis, and we sought to photograph the showcases of the brands and luxury and of the mainstream brands that allow us to study the intersection circulation among the most varied shop windows. This work will not have as a pretension the analysis of reception by consumers, we will be restricted only to the possible effects of meaning that the brands are used to expand their image and identity scope.
Paschina, Silvia. "Évolution et complexité des marchés de la contrefaçon : le cas des biens de luxe à l’échelle internationale". Thesis, Montpellier 3, 2019. http://www.theses.fr/2019MON30043.
Counterfeiting luxury products are a worldwide problem that causes many challenges within economic change. Counterfeiting is one of many unfavorable features of globalization, which is a rapidly growing phenomenon with considerable economic and social repercussions. It is obvious that the spread of the phenomenon and its inevitable consequences are detrimental to the competitiveness of enterprises, the health of citizens, national economies, States and international organizations that have not remained inert but have adopted measures for appropriate regulations to deal with the urgency. A series of rules are thus proliferating to regulate the market. By having its very nature immersed, in order to protect individual and collective interests worthy of protection interests of various natures and not only of strictly economic nature. It is not easy to reduce to a definition of a phenomenon such as counterfeiting, which seeks to escape official investigations and can be detected in all sectors of the contemporary economy. To achieve this, the concept of economy not directly observed has been introduced, it also includes the illegal and informal economy. During my research I analyzed counterfeiting in the luxury fashion market and how this phenomenon is engendered and developed by analyzing mainly the Moroccan case. Starting from the definition of counterfeiting and its characteristics, I will analyze the luxury market, the consumer and the main brand strategies. The research will provide interesting avenues for developing recommendations to combat the phenomenon of forgery and prevent fraud
Carreira, Joana Fernandes. "Motivações de compra de marcas de luxo". Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/13009.
A noção de luxo tem mudado muito ao longo dos anos, o mercado de luxo está em crescimento em mercados emergentes e que, cada vez mais, as estratégias de marketing deste tipo de marcas tem vindo a mudar. O conceito de luxo tem vindo a ser desenvolvido ao longo dos tempos, se anteriormente o legado e a expertise associada da marca eram duas das principais características que definiam as marcas de luxo atualmente já o conseguimos fazer também sob o ponto de vista do consumidor, ligado às suas motivações, atitudes e interesses. Neste sentido, esta dissertação tem como objectivo investigar quais as motivações de compra dos consumidores das marcas de luxo através de um modelo que reúne características e conceitos relevantes tanto ao nível da marca, como brand equity, tanto como o ponto de vista do consumidor.
The luxury concept has changed a lot over the years. The luxury market is growing in emerging markets and, luxury brands has been changing their marketing strategies. The definition of luxury has been modified over the years, previously the legacy of a brand and their expertise associated, were two of the main characteristics that defined luxury brands. However, we can also define luxury in the consumer's perspective, based on their motivations, attitudes and interests. This work aims to investigate what are the main buying motivations of luxury brands consumer's, through a model that brings together relevant features and concepts of a brand perspective, as brand equity, and of consumer's perspective.
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Santos, Andreia Cristina Lopes dos. "Estudo da estratégia de design e do comportamento do consumidor da marca de luxo Just Cavalli". Master's thesis, Universidade da Beira Interior, 2009. http://hdl.handle.net/10400.6/1668.
Pimenta, Renato Ferreira. "Efeitos da extensão de marca vertical na luxuosidade percebida". Universidade Nove de Julho, 2015. http://bibliotecadigital.uninove.br/handle/tede/1384.
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This study has the objective to analyze the effects of vertical brand extension strategies, down and up, in Luxuriousness Perceived in luxury brands. Six hypotheses were tested using a quantitative approach structured questionnaires and carrying three experiments involving a total of 1009 subjects. For data analysis we used Analysis of Variance technique (ANOVA). In Experiment 1, the results suggest decreased Perceived Luxuriousness vertical brand extension down relative to the parent brand and no significant difference in Luxuriousness Perceived vertical brand extension up, in relation to the parent brand. In Experiment 2, it was found that the brand extension strategy vertically down negatively affects Luxuriousness Perceived the parent tag. And in Experiment 3 it was found that consumer attitude towards vertical brand extension down is significantly lower than the Attitude toward the parent brand.
Este estudo apresentou como objetivo analisar os efeitos das estratégias de extensão de marca vertical, para baixo e para cima, na Luxuosidade Percebida em marcas de luxo. Foram testadas seis hipóteses por meio de uma abordagem quantitativa com aplicação de questionários estruturados e realização de três experimentos que envolveram, no total, 1009 indivíduos. Para análise dos dados utilizou-se a técnica de Análise de Variância (ANOVA). No Experimento 1, os resultados encontrados sugerem diminuição da Luxuosidade Percebida na extensão de marca vertical para baixo em relação à marca-mãe e inexistência de diferença significante na Luxuosidade Percebida da extensão de marca vertical para cima, em relação à marca-mãe. No Experimento 2, verificou-se que a estratégia de extensão de marca vertical para baixo afeta negativamente a Luxuosidade Percebida da marca-mãe. E no Experimento 3 constatou-se que a Atitude do consumidor em relação a extensão de marca vertical para baixo é significativamente inferior a Atitude em relação a marca-mãe.
Barbosa, Joaquim Carlos da Silva. "A estética e o design nos sapatos da marca Christian Louboutin". Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/27/27152/tde-15052017-152423/.
Christian Louboutin is a fashion designer who deals with the aesthetics from the perspective of the creative process, a producer of luxury goods, which operates in a niche market with luxury fashion accessories for men and women with high purchasing power. We\'ll make a single case study, defined the subject of aesthetics and design in women\'s shoes brand Christian Louboutin, to seek answers through some questions to the following research questions: 1) How the aesthetics and design in shoes brand Christian Louboutin play an important role in the image of awakening, power, elegance, sensuality and fetish in Louboutin customers? 2) How the resulting elements of the feelings of pleasure and subthreshold sensory experiences stimulated by aesthetic attributes, give rise to different sensations and emotions that serve to encourage the purchase process? The aim of this study is to find the main aesthetic attributes that express certain level of beauty in Christian Louboutin shoes, those that result in subliminal sensory emotional experiences that influence the tastes and spending of customers when they buy luxury brand shoes. The methodology of this work will consist of a single case study that will use the data collection methods: observation and interview. The interviews will be conducted with six customers at point of sale, associated with a particular theoretical framework. The results showed that no significant differences in the answers given by the respondents to counterpose the objectives of this work. The results of the interviews are aligned to the concept of aesthetics and design given by the theoretical basis, and consider the most admired elements by customers in luxury shoes Christian Louboutin. The conclusion of this case study is that the aesthetic elements delight and fascinate customers, arouse feelings of power, passion and fetish, and give the feeling of being the most beautiful, sexy and attractive. The aesthetic acts as an essential element for innovation and differentiation in shoes, guarantees the authenticity of the brand, serving as a connection to the imagination of its customers. Google Tradutor para empresas:Google Toolkit de tradução para appsTradutor de sitesGlobal Market Finder
Figueiredo, Ana Carolina Chaves. "Abordagem holística no marketing relacional em marcas de luxo". Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/12110.
No atual contexto económico de crise, o mercado de luxo parece não sofrer com o que tem sucedido à sua volta, essencialmente porque os clientes de luxo possuem poder financeiro e conservam a sua ambição por luxo. No entanto, para manter relações de confiança com os clientes a longo prazo, é cada vez mais necessário que as marcas enveredem por uma orientação mais integrada e direcionada para o consumidor. Num mercado caracterizado por intensa concorrência não é suficiente apenas ter uma marca forte, é imprescindível acrescentar valor, e o marketing holístico e o marketing relacional podem contribuir para isso. Nesse sentido, o objetivo desta dissertação é avaliar se as marcas de luxo constituem um ambiente favorável para a aplicação de uma abordagem de marketing holístico, em geral, e de marketing relacional, em particular. Para o efeito procedeu-se à recolha de conteúdos bibliográficos para fundamentação do tema e recorreu-se a um estudo exploratório qualitativo. O setor escolhido foi a Hotelaria de Luxo e a recolha de dados foi realizada por via da aplicação de uma entrevista a seis hotéis de luxo localizados em Portugal. Como metodologia para análise de dados deste estudo adotou-se uma abordagem qualitativa. Os resultados denotam que o mercado de luxo é mais complexo de gerir do que o mercado de bens comuns e realçam que as marcas de luxo privilegiam os conceitos inerentes à filosofia de marketing holístico e à filosofia de marketing relacional. Para além de esta dissertação contribuir para o desenvolvimento teórico do tema, também fornece linhas orientadoras para as marcas de luxo de outros setores implementarem este tipo de filosofias, evidenciando a sua pertinência e dispondo ainda de importantes considerações sobre a complexidade do mercado de luxo.
In the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, mainly because luxury customers have financial power and maintain their lust for luxury. However, to preserve relationships based on trust with clients in the long term, it is increasingly necessary that brands use a more integrated approach and targeted to the consumer. In a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing and relationship marketing can add that value. Thereby, the purpose of this dissertation is to notice if the luxury brands are a favorable environment for the implementation of a holistic marketing approach in general, and a relationship marketing approach, particularly. To this end, this thesis proceeded to collect bibliographic content, in order to support the theme, and adopted a qualitative approach in form of exploratory qualitative study. Was chosen the segment of Luxury Hospitality and the data collection was performed by the application of an interview to the six luxury hotels located in Portugal. The results provide evidence that the luxury market is more complex to manage than the non luxury market, and is also worth mentioning that luxury brands represent a favorable environment for the implementation of a holistic marketing, in general, and a relational marketing, more particularly. This thesis contribute to the theoretical development of the subject, also provides guidelines for luxury brands from other segments to implement this kind of philosophy, indicating relevance and also important considerations about the complexity of the luxury market.
Pires, Isabel Cristina Gomes Maia. "Marcas de luxo: estudo sobre o comportamento do consumidor". reponame:Repositório Institucional da UFC, 2008. http://www.repositorio.ufc.br/handle/riufc/16151.
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The luxury consumption is a social and cultural phenomenon, present in the whole world. This research has the goal of exploring this gap by investigating the main influence factors of consumption of luxury brands in Brazil. In the last years, Brazilian luxury market has experienced na expressive growth. To study it is important to understand the behaviour and the ways of sociability of an elite, which have consumes peculiar way. The research was based on a qualitative approach, using three sources of information: in-depth interviews, desk research and observation. A qualitative method of research was chosen, making use of indepth interviews, associated with projective techniques, carried out with 18 luxury consumers living in the city of Fortaleza. The research focused on products accessible categories. The research found influence much more for emotional factors as tradition, exclusivity search, rarity and to be distinguished the consumption of luxury brands. The research also found that social, professional and familiar environments influence the consumption of luxury products.
O consumo do luxo é um fenômeno social e cultural, presente em todo o mundo. A presente pesquisa tem o objetivo de suprir parcialmente essa lacuna, ao investigar quais os principais fatores de influência do consumo de marcas de luxo no Brasil. O mercado de produtos de luxo apresentou grande crescimento no Brasil nos últimos anos. Seu estudo se faz importante para entender o comportamento e as formas de sociabilidade de uma elite que consome de maneira peculiar. A pesquisa seguiu um método qualitativo de investigação, com três fontes de evidência principais: entrevistas em profundidade, consulta a materiais e observação. Optouse por realizar uma pesquisa qualitativa, utilizando o método da entrevista em profundidade, associada à técnica projetiva, realizada com 18 consumidores de luxo residentes na cidade de Fortaleza. O foco do estudo recaiu sobre categoriais de produtos de luxo acessíveis. A pesquisa indicou que o consumo de marcas de luxo é influenciado principalmente por questões emocionais, tais como tradição, busca da exclusividade, diferenciação, raridade e auto-afirmação. A pesquisa indicou ainda que o consumo de bens de luxo é influenciado pelos meios social, profissional e familiar.
Barth, Célia Amaral Souza Marengo. "Marketing de produtos de luxo: simbolismo, marcas e estratégias". reponame:Repositório Institucional do FGV, 1996. http://hdl.handle.net/10438/4969.
Trata-se de revisão bibliográfica sobre produtos e serviços de luxo, a fim de verificar como as empresas adotam estratégias para diferenciação de seus produtos, utilizando ferramentas de um marketing diferenciado e construindo uma imagem de marca adequada.
Costa, Dora Mónica Amaral. "Papel das comunidades online na comunicação das marcas de luxo". Master's thesis, FEUC, 2014. http://hdl.handle.net/10316/27502.
São as necessidades que sustentam o homem e o fazem sentir vivo, os desejos e as vontades, que o transformam em ser intenso, tanto na mente, como no coração. Ao longo do ultimo século tem-‐se assistido a significativas mudanças nas formas tradicionais de compreender o comportamento do consumidor, segmentar mercados e definir politicas de marketing. As tecnologias digitais em muito têm modificado a forma de comunicar, de as pessoas se relacionarem e da forma de compra. Esta dissertação mostra que as comunidades de marcas não devem ser entendidas apenas como um meio de comunicação da marca para a divulgação dos seus produtos e serviços, mas sim como um meio de relacionamentos com os seus consumidores. Ou seja, as comunidades devem ser um canal aberto para as marcas ouvirem os consumidores, fomentar laços e interacções sociais entre os seus membros. Os profissionais de marketing podem ganhar vantagem se apartir de uma cuidadosa monitorização das comunidades de marca online espontâneas, terem em conta as ideias e sugestões dos membros. Na verdade os membros dessas comunidades representam os grupos de interesse mais envolvidos, e desenvolver as suas ideias pode elevar o valor corporativo.
Almeida, Sílvia Maria Gomes de. "Determinantes e consequentes da satisfação com as marcas de luxo". Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/13938.
O mercado das marcas de luxo internacionais, embora tenha assistido a crescimentos constantes nas últimas décadas, debate-se atualmente com um ambiente económico adverso que cada vez mais obriga as marcas a irem constantemente além no que toca a satisfazer e a tornar leais os seus consumidores. Este estudo desenvolveu e testou dois modelos estruturais para examinar os determinantes e os consequentes da satisfação com as marcas de luxo. A análise de confiabilidade, análise fatorial exploratória e regressões lineares foram as técnicas utilizadas para avaliar o modelo. Com base num questionário, e enquanto determinantes da satisfação, este estudo mostrou que o envolvimento contribui favoravelmente para a perceção dos valores funcionais, individuais e sociais no valor percebido da marca de luxo. O envolvimento, a qualidade percebida e os valores funcionais, sociais e individuais são importantes na criação de satisfação. No que concerne aos seus consequentes, a satisfação e o envolvimento influenciam o brand affect. A satisfação e o brand affect demonstraram ter efeitos no brand trust. Verificou-se que o brand trust tem impatos negativos sobre o brand risk. A lealdade é influenciada pelo brand trust e brand affect. As implicações para o marketing são discutidas.
Although the international market of luxury brands have been constantly growing in the last decades, it actually struggles with an adverse economical scenario which compels brands to go beyond on which concern their consumers satisfaction and loyalty. This study have developed and tested two structural models to examine the determinants and consequents of the luxury brands costumer satisfaction. Reliability analysis, exploratory factor analysis and linear regressions techniques were used to evaluate the models. This research, based on a survey, shows that brand involvement strongly contributes to the functional, individual and social values perception of the brand. Therefore, the involvement, the perceived quality and the functional, individual and social values are determinants of brand satisfaction. In what regards the consequents, satisfaction and involvement both have influence on the brand affect. Satisfaction and brand affect influence brand trust. It was also verified that brand trust have negative effects on the brand risk. Loyalty is directly connected with the brand trust and brand affect. Finally, implications for marketing are discussed.
Schram, Juliette Amelie. "Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception". reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10847.
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User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem uma influência muito forte na percepção da marca pelos consumidores (Allsop, Basset & Hoskins, 2007). Todos os novos instrumentos fornecidos pela Internet permitiram a criação de comunidades de marca online, impactando o compromisso e a lealdade dos consumidores para com a marca (De Valk, Van Bruggen, Wierenga 2009). Todas essas interações criadas entre os consumidores e a marca são relativamente novas e incomuns para as empresas que devem adaptar suas práticas de marketing a essas mudanças. Dadas as especificidades que aplicam as marcas de luxo nas suas políticas de marketing (Kapferer and Bastien, 2009), a questão da adaptação das suas estratégias ao fenômeno de user-generated content é particularmente complicada. As marcas de luxo costumam ter habitualmente uma relação muito reservada com os seus consumidores, baseada em princípios de exclusividade e raridade (Kapferer, 1997). Esta dissertação busca proporcionar algumas pistas de entendimento sobre como as marcas de cosméticos de luxo podem adaptar suas estratégias de marketing em relação à expansão do conteúdo gerado por usuários na Internet. Esta pesquisa qualitativa sugere meios de controlar o conteúdo gerado por usuários, como o incentivar positivamente com certas práticas de marketing e como tirar proveito dele. A seguinte análise mostra que o conteúdo gerado por usuários tem duas facetas: pode atuar como um mídia digital para as empresas de luxo e como uma fonte de informação, inspiração e criação para o desenho dos novos produtos. Sendo um meio de comunicação, as empresas de cosméticos de luxo podem contar com a nova potência do 'e-word-of-mouth' a fim de promover sua imagem de marca e seus produtos através do conteúdo gerado por usuários. Sendo uma fonte de inspiração, o conteúdo gerado por usuários pode conduzir a ótimos processos de co-criação e cooperação entre as marcas de cosméticos de luxo e seus consumidores com o objetivo de projetar produtos perfeitamente ajustados ao pedido dos consumidores.
Sidrim, Ana Elisa Galvão. "As motivações de compra de vestuário infantil de marcas de luxo". reponame:Repositório Institucional da UFC, 2008. http://www.repositorio.ufc.br/handle/riufc/15594.
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Por que alguns pais compram roupas de marcas de luxo para seus bebês, quando de fato estes são muito jovens para apreciar ? Os pais estão fazendo isto para impressionar os outros ou para se autoafirmar? Através da pesquisa sobre o comportamento dos pais na aquisição de marcas de luxo do vestuário infantil, este trabalho relaciona-se aos conceitos de papéis de compra, a motivação do consumo social e ao materialismo. Uma pesquisa de 110 mães que haviam comprado roupas de marcas de luxo para seus bebês descobriu que os pais são motivados pela boa qualidade e pelo conforto associado às marcas de luxo. E que a motivação de consumo de vestuário infantil de marcas de luxo da nossa consumidora gira em torno de duas inclinações motivacionais: para ela o vestuário do seu filho age como meio de sustentação de valores pessoais e objetivos de vida, como também desenvolve laços mais fortes com a família e seus filhos.
Justino, Nadine Alexandra da Silva. "A importância da construção do site na comunicação de marcas de luxo". Master's thesis, Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa, 2012. http://hdl.handle.net/10362/7911.
A comunicação digital veio alterar a comunicação das marcas, exigindo a estas uma nova visão sobre o processo de comunicação e abrindo novas oportunidades de interacção com o público. As marcas de luxo não são excepção. Apesar do desafio ser maior, é importante estas marcas manterem-se actuais. A dissertação assenta, assim, em compreender como estas marcas devem actuar no mundo virtual, focando a importância da construção dos seus sites, por forma a não perderem os valores que tanto as caracterizam e corresponderem às expectativas altas dos seus consumidores exigentes, quer em termos estéticos e gráficos, como também na comunicação, informação e conteúdos publicados.
Santos, Joana Catarina Coelho dos. "A avaliaçao da extensão de marca de luxo : o caso das fragâncias em Portugal". Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/9517.
O mercado global de luxo tem testemunhado um crescimento incrível nos últimos 20 anos, prevendo-se que 2015 seja um ano de luxo, tanto em Portugal como a nível mundial. As marcas de luxo têm aplicado novas estratégias de marketing, como o uso de extensões de marca que se tornaram fundamentais para o modelo de negócio da maioria das marcas de luxo. Contudo, surpreendentemente existe uma escassez de pesquisas que têm investigado as extensões de marca no mercado de moda de luxo. Neste sentido, a presente investigação tem como intuito compreender as influências que determinam o consumo de fragrâncias por parte dos consumidores. Este estudo determina também se as fragrâncias são um sucesso de extensão de marca de luxo. Para tal, foram realizadas entrevistas em profundidade com clientes que consumissem fragrâncias de marcas de luxo, onde foi extraída informação de natureza qualitativa. Os resultados obtidos indicam que a fragrância é um produto fundamental de uso diário, que se tornou um hábito e que faz parte da identidade de uma pessoa. Os consumidores usam fragrâncias como um produto simbólico que expressa características para a identificação da sua pessoa, mas também são conjuntamente consumidas pelo seu valor funcional e, para isso, é unânime a indigência da sua qualidade. Constata-se ainda que as fragrâncias superam os desafios das extensões de marca de luxo, declarando-se assim uma extensão de sucesso no qual as marcas de luxo devem manter uma boa aposta.
The global luxury market has witnessed an incredible growth over the past 20 years, it is expected that 2015 will be a year of luxury, both in Portugal and worldwide. Luxury brands have been implementing new marketing strategies, such as the use of brand extensions that have become fundamental to the business model of most luxury brands. However, surprisingly there is a lack of research on brand extensions in the luxury fashion market. In this sense, this research has the intention to understand the influences that determine the consumption of fragrances by consumers, inferring about the symbolic meanings of that purchase. This study also determines whether fragrances are a luxury brand extension success and should continue to be offered in this market. To this end, we conducted in-depth interviews with customers who consume luxury brands of fragrances, from them was extracted qualitative information that allowed us a more insightful understanding of the thoughts, behaviors and attitudes of consumers of this type of product. The results indicate that the fragrance is a key product for daily use, which has become a habit and part of a person's identity. Consumers use fragrances as a symbolic product that expresses and identifies their personal characteristics, but are also jointly consumed by its functional value and, therefore, there is unanimous indigence of its quality. It appears that fragrances overcome the challenges of the luxury brand extensions, stating that they are a successful extension in which luxury brands should continue to invest.
Pereira, Marcos António Valente. "O autoconceito e o consumo de roupa e acessórios de marcas de luxo". Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21132.
O mercado de luxo tem apresentado taxas de crescimento consideravelmente contrastantes com as crises económicas que têm tido lugar, pelo que se torna pertinente compreender o comportamento do consumidor de produtos de luxo. Mas mais do que perceber o que motiva os consumidores, é pertinente entender os seus esquemas mentais, subjacentes não só à compra, mas também ao uso do produto em diferentes contextos. Compreender de que forma a perceção que o indivíduo tem de si próprio e o modo como gostaria de ser e ser visto pela sociedade têm impacto nas suas decisões de compra de roupa e acessórios de marcas de luxo. Assim, a questão central de investigação deste estudo é: "Como é que o autoconceito se relaciona com o consumo de roupa e acessórios de marcas de luxo?", que se pretende ver respondida através de um estudo qualitativo, com a realização de sete entrevistas individuais em profundidade (cinco mulheres e dois homens). Os resultados revelam que, de facto, o autoconceito guia o consumo e que os produtos de luxo podem ser uma extensão dos seus consumidores, já que no estudo empírico realizado os entrevistados afirmam que as suas roupas e acessórios de marcas de luxo refletem o que são e os ajudam a expressar as suas identidades. No entanto o consumo de luxo também pode ser utilizado para as pessoas se aproximarem do que gostariam de ser, uma vez que associam bens de luxo a um elevado nível de vida e reconhecimento de sucesso profissional.
The luxury market has shown growth rates quite contrasting with the economic crises that have taken place, so it is relevant to understand the consumer behavior of luxury goods. But more than understand what motivates consumers, it is apposite to understand their mental schemas, underlying not only the purchase but also the use of products in specific contexts. Understand how the individuals perception of themselves and how they would like to be and be seen by society have an impact on their decisions to buy luxury brand clothing and accessories. Thus, the central question of investigation of this study is: "How does the self-concept relate to the consumption of clothes and accessories of luxury brands?", which is intended to be answered through a qualitative study, with the conduct of seven individual in-depth interviews (five women and two men). The results reveal that, in fact, self-concept guides consumption and that luxury products can be an extension of their consumers, since in the empirical study carried out the interviewees affirm that their clothes and accessories from luxury brands reflect what they are and help them to express their identities. However, luxury consumption can also be used for people to get closer to what they would like to be, since they associate luxury goods with a high standard of living and recognition of professional success.
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Cypriano, Isabel Maria Manini. "O consumidor brasileiro de marcas de luxo: uma descrição e segmentação psicográfica por valores". reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/11398.
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The field of this dissertation is the Marketing applied to Luxury brands for clothes and accessories, a description and a segmentation of Brazilian Luxury customers, regarding the consumer psychographic traits. The Psychographics is used to market understanding and to deep evaluate the segments, going beyond demographics variables (Blackwell, Miniard, Engel, 2005). The Psychographics utilizes the subjective characteristics of customers such as lifestyle, personality, attitude, activities, interests , values (Tomanari, 2003). Here the psychographics traits are the consumer’s values. Values are human properties that hardly change; they are behavior influencers and are shared by individuals that belong to the same culture changing according to cultural specificities (Hemzo, Silva, 2009). The psychographics traits are less universal and more likely to make sense in a particular culture, (the Brazilian one, in this dissertation). Brazil, one of the BRICS (Brazil, Russia, China, India and South Africa) is a developing economy, with ascending social classes and a rising demand for luxury brands and goods. In Brazil, the consumption of luxury brands, from the 2000s, had several causes. Economic conditions and the insertion in the global market facilitated the purchase of imported goods. However, the phenomenon of luxury differs in its traditional markets (France and Italy). This leads to the conclusion that, in emerging markets, luxury undergoes further definitions and symbols, sometimes differing from those of the countries of origin of brands. Therefore, one based on psychographic traits consumer segmentation may help the management of these brands in Brazil, which this dissertation addresses.
O campo desta dissertação é o Marketing aplicado às marcas de luxo, descrevendo e segmentando os consumidores das marcas de luxo de vestuário e acessórios em seus traços psicográficos. A psicografia é utilizada para entender os mercados e avaliar em profundidade os segmentos (Blackwell, Miniard, Engel, 2005), indo além das usuais variáveis demográficas. A psicografia utiliza características subjetivas dos consumidores, tais como estilo de vida, personalidade, atitude, atividades, interesses, valores (Tomanari, 2003). Aqui se utilizou, como traços psicográficos, os valores do consumidor. Valores são propriedades humanas que dificilmente mudam, sendo influenciadores do comportamento. Ademais, são em algum grau compartilhados pelos indivíduos que pertencem a uma mesma cultura e variam de acordo com as especificidades culturais (Hemzo, Silva, 2009). Dessa forma, os traços psicográficos baseados em valores são menos universais e mais necessários estudá-los dentro de uma cultura em particular (a brasileira, nessa dissertação). No Brasil, o consumo das marcas de luxo, a partir da década de 2000, teve diversas causas. As condições econômicas e a inserção no mercado global facilitaram a compra de produtos importados. Todavia, o fenômeno do luxo difere nos seus mercados tradicionais (França e Itália). Isso leva a considerar que, nos mercados emergentes, o luxo passa por outras definições e simbologias, por vezes divergentes daquelas dos países de origem das marcas. Logo, uma segmentação baseada nos traços psicográficos dos consumidores pode auxiliar a gestão dessas marcas no Brasil, o que essa dissertação aborda.
Duarte, Cláudia Patrícia Machado Alhandra. "A importância das redes sociais para as marcas de luxo : como conquistar os Millennials". Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19453.
O mercado de luxo está em crescimento e, cada vez mais, são os Millennials quem tem contribuído para esse crescimento. Este fenómeno deve-se a mudanças nas estratégias de marketing das marcas deste sector, que têm vindo a alterar a forma como comunicam no mercado com o seu público. Tendo em conta as características da Geração Y, um público direcionado para o meio digital e naturalmente influenciado pelo que vê online, é expectável que as marcas estejam a apostar mais nesse sentido. Assim, este estudo tem como objetivo compreender de que forma as marcas de luxo mudaram a sua comunicação de marketing, nomeadamente nas redes sociais.
The luxury market is growing, and Millennials have been contributing the most to this growth. This phenomenon is the result of the way luxury brands are communicating with their audiences, which had an impact on their marketing strategies. Since the Generation Y grew up in a digital world, they are of course influenced by what they see online, and brands are expected to increase their digital presence. Therefore, this study aims to understand how luxury brands changed their marketing communication, especially on social media.
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Born, Ani Mari Hartz. "O discurso publicitário das organizações de luxo de Porto Alegre-RS". Pontifícia Universidade Católica do Rio Grande do Sul, 2007. http://hdl.handle.net/10923/2106.
This dissertation has as main objective to analyze the discourse strategies of the advertising of the considered luxury organizations of Porto Alegre. In second plan, it has as objective to identify the organizations considered of luxury in Porto Alegre and to select the luxury organizations in Porto Alegre with its respective advertising materials; to identify the common categories on the luxury notion, today, among all the current theoreticians with publication in Brazil about this subject; to understand characteristics of these organizations (corporative identity and brand identity) and to verify the presence of the categories of the luxury today in the advertising discourse. In this meaning, adopts as methodological procedures the techniques of Bibliographical Research to contribute with the revision of literature in concern of the subject, the Documentary Analysis to select the analysis corpus, the Analysis of Content of Laurence Bardin to identify the categories of the luxury today; as well as the technique of Analysis of Discourse of Patrick Charaudeau to interpret the advertising text of the materials selected in its context with the different person that act and interact inside of a communication contract.
Esta dissertação tem como principal objetivo analisar as estratégias discursivas da publicidade das organizações consideradas de luxo de Porto Alegre-RS. Em segundo plano, tem como objetivo identificar as organizações consideradas de luxo em Porto Alegre e selecionar as organizações de luxo de Porto Alegre com seus respectivos materiais publicitários; identificar as categorias comuns sobre a noção de luxo, hoje, entre todos os teóricos atuais com publicação no Brasil sobre esse tema; compreender as características dessas organizações (identidade corporativa e de marca) e verificar a presença das categorias do luxo hoje no discurso publicitário. Nesse sentido, se adota como procedimentos metodológicos as técnicas de Pesquisa Bibliográfica para contribuir com a revisão da literatura a respeito do tema, a Análise Documental para selecionar o corpus de análise, a Análise de Conteúdo de Laurence Bardin para identificar as categorias do luxo hoje; bem como a técnica de Análise de Discurso de Patrick Charaudeau para interpretar o texto publicitário dos materiais selecionados em seu contexto com os diferentes sujeitos que agem e interagem dentro de um contrato de comunicação.
Carvalheiro, João Tiago da Cruz. "Antecedentes do comprometimento afetivo com automóveis de luxo". Master's thesis, Universidade de Aveiro, 2012. http://hdl.handle.net/10773/10357.
Esta dissertação propõe estudar a imagem da marca, a qualidade percebida, a satisfação global e a confiança, como antecedentes do comprometimento afetivo de marcas de automóveis de luxo de determinados segmentos. Considera-se ainda a qualidade e a satisfação como mediadores entre a imagem, e a confiança e o comprometimento afetivo. Os resultados mostram que efetivamente a qualidade e a satisfação podem atuar como mediadores. A personalidade da marca, as atitudes positivas face à marca e a satisfação global podem exercer um efeito mais forte na construção do comprometimento afetivo com a marca de carros de luxo dos segmentos considerados, do que a qualidade percebida.
This dissertation aims to study brand image, perceived quality, overall satisfaction and trust as antecedents of affective commitment of luxury car brands in certain segments. Quality and satisfaction act as mediators between image, and trust and affective commitment. The results show that quality and satisfaction can really act as mediators. Brand personality, brand attitude and overall satisfaction may have a stronger effect on affective commitment with the luxury car brand, than perceived quality.
Rego, Rita Tavares. "O mercado de luxo em Portugal : o caso da empresa Josefinas". Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21038.
O presente estudo tem por objetivo uma caracterização geral de uma empresa de luxo e uma análise da mesma em Portugal. Face a isto, para a realização da investigação, foi escolhida a empresa Josefinas, devido ao seu sucesso nos últimos anos. Os resultados da investigação resultaram de uma triangulação entre dados obtidos de uma entrevista a uma colaboradora da empresa e através da recolha de dados secundários. Assim, foi possível compreender o que faz uma empresa associar-se ao setor de luxo e como esta se comporta em Portugal. O estudo permitiu concluir que o luxo exige muito mais do que um preço elevado, é toda uma conjugação entre aspetos pessoais, funcionais, sociais e financeiros, construídos à volta de uma ideia de sonho e de desejo. No caso de Portugal, é um setor que tem vindo a crescer ao longo dos anos. No entanto, no caso do calçado, apesar de ser importante para o país, é ainda um setor que necessita de algum trabalho para que possa atingir os níveis de qualidade conseguidos por outros países.
The present study aims at a general characterization of a luxury company. Besides that, there is the goal of evaluating a company's performance in Portugal. The Portuguese luxury company Josefinas was chosen to do a case study, due to the success it has achieved in the past years. The results of the investigation resulted from a triangulation between data obtained from an interview with a person from the company and digital secondary data. Thus, it was possible to understand what makes a company luxurious and how it performs in Portugal. The study concluded that luxury requires much more than a high price. Luxury is a combination of personal, functional, social and financial aspects, built around an idea of dream and desire. In Portugal's case, it is a sector that has been growing over the years. However, in the footwear industry, despite being important for the country, is still a sector that requires some work in order to reach the quality levels achieved by the other countries.
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Martins, Andrezza Mastiguim de Paula. "Identidade e imagem das marcas de moda de luxo: um estudo sobre a Louis Vuitton". reponame:Repositório Institucional do FGV, 2009. http://hdl.handle.net/10438/4840.
O luxo pressupõe uma hierarquia social e a moda serve como ferramenta para aplicação desta distinção. A maneira como a pessoa se veste reflete a sua personalidade, posição econômica e social. A posse de bens de luxo serve para diferenciá-la daqueles que não podem consumi-los e a marca, como referência para o usuário. A transformação das marcas de moda de luxo de pequenos negócios familiares para empresas com presença mundial, aumentou o nível de competitividade entre elas, levando-as a ampliação dos seus mercados. O Brasil, junto a outros países emergentes, figura como mercado chave neste crescimento. O mercado de luxo vem despertando a atenção do meio acadêmico. A presente dissertação tem o objetivo de estudar a identidade e a imagem da Louis Vuitton, marca líder deste mercado no mundo, e assim contribuir para o avanço deste estudo. O estudo valeu-se de pesquisa exploratória qualitativa e utilizou uma amostra de profissionais e consumidores de marcas de moda de luxo, com três fontes de evidência: consulta a publicações relacionadas ao tema, entrevistas em profundidade e observação sistemática. Os resultados apontam para características que definem o comportamento do consumidor de luxo em relação às marcas de moda de luxo internacionais e os fatores que os levam a preferi-las ou rejeitá-las. Também evidencia diferenças entre a identidade e a imagem da Louis Vuitton no Brasil, mercado relativamente jovem em relação ao consumo de luxo.
Luxury stands for social hierarchy and fashion can be used as the too1 to reach this social distinction. The way a person is dressed reflects its personality and social and economical position. Owning luxury goods differentiates the ones who can afford it of those who cannot and the brand works as a reference for the user. The luxury fashion brands changed from small familiar companies to enterprises with global presence, which increased the competition level between them. and forced them to expand their markets. Brazil. along with other emerging countries, has become a key market for this expansion. The luxury market is getting more attention among marketing researchers. This research has the goal of studying the identity and image of Louis Vuitton, the luxury market leading brand, contributing for studies of this subject. The research was based on a qualitative approach, using three sources of information: desk research, in-depth interviews with professionals and consumers of luxury fashion brands, and observation. The results point to facts that lead consumers to choose a brand or reject it. The research unveiled a difference between Louis Vuitton's identity and image. due to Brazilian's market young stage on luxury consumption.
Fraga, Alexandre Matos. "Práticas de marketing sensorial no varejo de marca de luxo". reponame:Repositório Institucional da UNISUL, 2018. http://www.riuni.unisul.br/handle/12345/5848.
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As práticas de marketing sensorial têm impacto no desempenho de marcas no varejo. O estudo analisou as práticas de marketing sensorial utilizadas por uma marca de luxo, no varejo de moda. Trata-se de estudo exploratório, de abordagem qualitativa, na forma de estudo de caso, com coleta de dados por meio de entrevista pessoal em profundidade, observação direta e levantamento documental. Os dados obtidos foram analisados pelo método análise de conteúdo, com abordagem qualitativa e com categorias temáticas previamente definidas. Os resultados revelaram que a marca proporciona experiência multissensorial aos clientes, por meio de diferentes sentidos humanos (visão, audição, olfato, toque e paladar), de maneira integrada e alinhada com o conceito da marca e perfil do público-alvo. A marca estudada utiliza o marketing sensorial como estratégia de diferenciação competitiva, e de conquista e lealdade dos clientes. Os gestores de lojas e funcionários manifestaram satisfação com o desempenho das práticas utilizadas, pois estas geram boa experiência de compra para os clientes, e auxiliam nos resultados de vendas, lucratividade, satisfação dos clientes e recompra de produtos. O estudo contribuiu para ampliar o conhecimento sobre o tema, na medida que apresenta em detalhes evidências empíricas sobre práticas de marketing sensorial no varejo de moda de luxo, um contexto de estudo ainda pouco investigado.
Sidrim, Ana Elisa GalvÃo. "As motivaÃÃes de compra de vestuÃrio infantil de marca de luxo". Universidade Federal do CearÃ, 2008. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=14341.
Por que alguns pais compram roupas de marcas de luxo para seus bebÃs, quando de fato estes sÃo muito jovens para apreciar? Os pais estÃo fazendo isto para impressionar os outros ou para se autoafirmar? AtravÃs da pesquisa sobre o comportamento dos pais na aquisiÃÃo de marcas de luxo do vestuÃrio infantil, este trabalho relaciona-se aos conceitos de papÃis de compra, a motivaÃÃo do consumo social e ao materialismo. Uma pesquisa de 110 mÃes que haviam comprado roupas de marcas de luxo para seus bebÃs descobriu que os pais sÃo motivados pela boa qualidade e pelo conforto associado Ãs marcas de luxo. E que a motivaÃÃo de consumo de vestuÃrio infantil de marcas de luxo da nossa consumidora gira em torno de duas inclinaÃÃes motivacionais: para ela o vestuÃrio do seu filho age como meio de sustentaÃÃo de valores pessoais e objetivos de vida, como tambÃm desenvolve laÃos mais fortes com a famÃlia e seus filhos.
Coutinho, Ana Jorge da Silva. "Determinantes da compra de imitaçoes de produtos de luxo". Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7852.
O fenómeno da contrafação é um tema crítico na indústria do luxo, as vendas de imitações de produtos de luxo estão a crescer e ainda existem várias lacunas na informação, nomeadamente sendo um tema pouco desenvolvido em Portugal. Face à evolução das vendas de imitações de produtos de luxo e por ser um mercado crítico, este é um tema importante na sociedade de hoje, principalmente no que respeita às medidas para combater o comércio deste tipo de produtos. Este estudo tem como principal objetivo a identificação dos determinantes de compra de imitações de produtos de luxo, explicando quais os fatores considerados pelo consumidores no ato da compra, nomeadamente o que os influencia. Para o atingir, foi feita uma revisão de literatura, com a definição de conceitos e hipóteses a estudar e em seguida, a definição da população-alvo e estudo das características dos consumidores através da análise dos resultados de um questionário distribuído online. As imitações de produtos de luxo são compradas principalmente pelo seu valor económico (baixo preço) e pelo facto de terem como consequência um sentimento de felicidade e prazer. As imitações são uma alternativa ao produto original, pois permitem obter o mesmo prestígio, a um preço inferior e mais equilibrado. A contrafação será sempre um problema do mercado de luxo, constituindo uma ameaça para as marcas originais, pois as imitações conferem benefícios aos consumidores, permitindo disfrutar do prestígio e da imagem da marca, não suportando o encargo económico de um produto original.
The phenomenon of counterfeiting is a critical issue in the luxury industry. Although the sales of counterfeits of luxury products are known to have grown in Portugal during the last years, only a few studies have addressed this topic. This study aims at identifying the main determinants for the purchase of luxury goods' counterfeits and to explain the main motivations faced by the consumers in their decision-making process. In order to achieve this purpose, it was performed a literature review and thus defined the main concepts and the hypotheses to be tested. Then, it was defined the target population for this study and gathered data from a sample of consumers by means of an online survey. The results revealed that counterfeits luxury products are purchased mainly because of their lower price compared with the original branded products and because they offer happiness and pleasure to their owners. The counterfeits luxury goods are considered as an alternative to the branded products, because consumers perceive them as offering the same prestige as the original, but at a lower price. Consumers of counterfeit luxury products feel a personal gratification and take the risks associated with the purchase. These counterfeits are perceived to have the same brand personality as the branded products and contribute to a positive self-esteem of their owners. Counterfeiting is likely to be a threat to luxury brands, as counterfeit luxury products provide benefits to consumers, like prestige and brand image, without paying a high price.
Strehlau, Suzane. "O luxo falsificado e suas formas de consumo". reponame:Repositório Institucional do FGV, 2004. http://hdl.handle.net/10438/2532.
The concept of a luxury is dynamic and historical, belonging to a society in a particular moment and venue. As its consumption is widespread, it ceases to represent a social distinction. The luxury is not in the object itself, but in the judgment of a person on its value. The knowledge on luxury brands is sophisticated and requires specific qualifications. Not all prestigious products are necessarily a luxury and within the luxury category there is a scale of prestige. Taste, although it has a portion of individual origin, is shaped by the environment, and this will influence the attitudes and the behavior in consumption and socialization. The Habitus theory by Bourdieu offers an explanation based on the space of social positions organized around three dimensions: the total volume of social, cultural and economical capital, its composition and path taken over time. The cultural form of the incorporated capital, the habitus, implies in the assimilation of cultural conditions. The knowledge about false brands and their corresponding genuine items allow the owner to show all of ones habitus, that incorporated knowledge that only time and dedication can generate. The various origins and types of forgeries allow for showing a specific knowledge. The manner of relating oneself with the forged product, the manner of using them, how to cope with the subject in front of others in a social interaction generate an exhibition of habitus. The interviewed consumer of a habitus resulting from the stability in the popular stratum demonstrates little brand knowledge, being restricted to a name and a label. The ancestral nature in the elite stratum assures a tranquility in the consumption of forgeries, since, as tastemakers, they may express their distance from the need and their possibility of imposing the rules for distinction. For the group interviewed showing a recent social mobility, the forged brand may be used as leverage to increase social capital. When the social space occupied is still unstable, there continue to be reflections of social mobility, the brand is used as a crutch for generating connections, demonstrating a social position to those who are not a part of ones most intimate group of relations. The forged product may be a demonstration of distinction, if used suitably, with elements allied with the consumption by the dominant class.
O conceito do luxo é dinâmico e histórico, e pertence a uma sociedade em determinado momento e lugar. Na medida que seu consumo é divulgado, deixa de representar uma distinção social. O luxo não está no objeto, mas no julgamento de um sujeito sobre o seu valor. O conhecimento sobre marcas de luxo é sofisticado e requer competências específicas. Nem todos produtos de prestígio são necessariamente de luxo e dentro da categoria de luxo existe uma gradação de prestígio. O gosto, embora tenha uma parcela de origem individual, é moldado pelo meio, e isso vai influenciar as atitudes e os comportamentos de consumo e socialização. A teoria de Habitus de Bourdieu fornece uma explicação baseada no espaço de posições sociais organizada em torno de três dimensões: o volume total de capital social, cultural e econômico, sua composição e trajetória no tempo. A forma cultural do capital incorporada, o habitus, implica na assimilação de disposições culturais. O conhecimento sobre marcas falsas e seu correspondente genuíno possibilitam o seu proprietário de demonstrar todo seu habitus, aquele conhecimento incorporado que apenas o tempo e a dedicação trazem. As diversas origens e tipos de falsificações permitem exibir um conhecimento específico. A forma de se relacionar com o produto falsificado, o modo de usar, como abordar o assunto com as outras pessoas numa interação social, proporciona uma exibição do habitus. O consumidor entrevistado de habitus oriundo da estabilidade no estrato popular demonstra poucos conhecimentos sobre a marca, esta se restringe a um nome e uma etiqueta. A ancestralidade no estrato de elite assegura uma tranqüilidade no consumo de falsificados, porque, como formadores do gosto, podem expressar sua distância da necessidade e sua possibilidade de impor as regras de distinção. Para o grupo entrevistado que apresenta mobilidade social recente a marca falsa pode servir como alavanca para aumentar o capital social. Quando o espaço social ocupado ainda está instável, ainda há reflexos da mobilidade social, a marca serve como muleta para criar vínculos, demonstrar uma posição social para aqueles que não pertencem ao seu grupo mais íntimo de relações. A marca falsificada de luxo pode ser enquadrada como produto de luxo. O produto falso pode ser uma demonstração de distinção, se usado adequadamente, com elementos aliados ao consumo da classe dominante.
Ramires, Joana Miguel. "Marcas e editoriais de moda em diferentes nichos de revistas especializadas". Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1703.
Nowadays, the effect of globalization is increasingly strong. One of the areas where this effect is stronger is the fashion area. Such interest can be understood by its fastness, and its constant transformation, that day by day brings to its consumers new images, new dreams, new fantasies and desires. This is an industry that generates millions with great importance in the world markets, but it also generates increasing interests at other levels. In this sense, it has emerged a great necessity to really understand what “fashion” is, just like its other inherent elements. One of the most important factors of fashion is the way its communication or presentation is made to the consumer, since it is the main concern of this business. From the confection of some particular element to the moment that is ready for sale, consumer is the factor to take in consideration. Consequently, nowadays exists numerous ways of promoting fashion products. The marketing concept has elaborated trough the years various ways of facilitating the interaction product/consumer, being that, magazines have been since a long time one of the most important elements of this interaction. These magazines have worked with fashion, in favour of fashion and for fashion since its birth. In this respect, the area of fashion publications works with the aim of bringing its reader all the news regarding fashion, whether in the form of written news or in the form of images. As a matter of fact, fashion magazines are largely formed by images, which help its readers in their quest of the novelties that are emerging. In any medium chose to promote fashion, there’s a big concern at the visual level, because of the fact that consumers are increasingly familiarized with this world and more demanding, in terms of the product and its presentation. Therefore the field of printed publications is an area where the visual matter is supreme, in both its design and content. Fashion photography is regular in these publications, in the advertising format or editorials. In this extent, fits this project, which proposes to analyze and understand the evolution of fashion communication made by the specialized magazines. The fundamental focus is the study of fashion communication historical evolution, with special concern to the field of printed fashion publications of two genders, which will be analyzed in the areas of editorials, fashion photography, brands and designers, and production teams.
Barrau, Teresa Raquel Leiria da Silva. "Marketing digital e marcas de luxo". Master's thesis, 2020. http://hdl.handle.net/10071/21916.
Currently, with the development of digital media, we are witnessing new forms of consumption and interaction with customers. The luxury market and the luxury concept itself were influenced by this new digitalization trend, requiring the adaptation of luxury fashion brands to new challenges in order to meet the demands of the market. Luxury brands today are faced with the need to remain current and to have an active presence in the digital environment and at the same time ensure that their key characteristics are preserved. Thus, this dissertation aims to understand the influence that, in Portugal, the digital marketing strategies used by luxury fashion brands in social networks have on the perception of the exclusivity of brands. We take as a starting point the references of the different scientific studies available in this area, to the characteristic attributes of luxury. For the proposed study, existing literature on the subject was analyzed and collected, a conceptual model was developed and the hypotheses under study were formulated. Subsequently, data collection was carried out through a semi-structured questionnaire that was distributed online and in person. The results showed that the attributes associated with luxury are in line with the literature, with the exception of the price which presents a less high correlation. Regarding the strategies used by luxury fashion brands on social networks, those that have a positive impact on maintaining the brand's exclusive image are: the presentation of prices, the sharing of daily content and partnerships with public figures.
Campina, Ana. "O fado como marca de luxo". Master's thesis, 2017. http://hdl.handle.net/10400.26/22766.
info:eu-repo/semantics/draft
Martins, Ana Sofia Simões. "Comportamento do consumidor relativamente a marcas de luxo versus marcas fast fashion". Master's thesis, 2020. http://hdl.handle.net/1822/69431.
A moda é uma temática cada vez mais presente no dia a dia das pessoas e as cadeias de fast fashion e de luxo fazem parte das opções de compra dos consumidores. O presente trabalho tem como objeto de estudo o comportamento do consumidor relativamente a marcas de luxo versus marcas fast fashion. O sistema de moda fast fashion é um modelo de negócios que produz e distribui os seus produtos de forma rápida, atendendo sempre às recentes tendências e adaptando-se a qualquer mudança. Já o sistema de moda de luxo é um modelo de negócios com uma distribuição limitada, preços elevados e com um maior prestígio associado à marca. As razões que levam os consumidores a optar por marcas de moda de luxo ou marcas fast fashion são muitas e de índole diversa: sociais, culturais, pessoais, psicológicos, preço. O problema de pesquisa e: Quais os fatores que influenciam o comportamento dos consumidores de moda de luxo versus moda fast fashion? Para isso, é realizada uma retrospetiva sobre o Marketing e o consumo de moda, referindo-se, de seguida, os sistemas de moda de luxo e fast fashion. Através deste ponto de partida passamos para uma análise do comportamento de compra do consumidor, terminando com a metodologia. Na presente investigação foram abordados e analisados os fatores culturais, pessoais, psicológicos, sociais e preço, estes são constituídos por variáveis que foram estudadas. Assim, a posição social, a cultura, a subcultura, o preço, a ocupação e o rendimento mensal foram variáveis aceites e que demonstraram impacto no comportamento do consumidor. A variável dos grupos de referências foi parcialmente aceite, visto que apenas as celebridades é que causam diferenças no comportamento do consumidor.
Fashion is an ever growing theme with a daily presence on our lives and both the fast fashion and luxury brands are part of the consumers’ purchasing options. This work has as object of study the consumer behavior regarding luxury brands versus fast fashion brands. The fast fashion system produces and distributes its products in a fast way, always attentive to the latest trends and adapting to any changes. The luxury fashion system, on the other hand, is a business model with limited distribution, high prices and greater prestige associated with the brand. The reasons that lead consumers to choose luxury fashion brands or fast fashion brands are many and of several factors: social, cultural, personal, psychological, and cost. The goal is to understand what factors influence the consumer’s behavior towards luxury fashion and fast fashion? For this, a retrospective on Marketing and fashion consumption is carried out, referring, next, to the luxury and fast fashion systems. Through this starting point, we move on to an analysis of consumer buying behavior, ending with a methodology. In the present investigation, cultural, personal, psychological, social and price factors were approached and analyzed, these are constituted by variables that were studied. Thus, a social position, a culture, a subculture, price, occupation and monthly income were accepted variables that demonstrated an impact on consumer behavior. A reference group variable was accepted, seen only as celebrities who cause differences in consumer behavior.
Andrade, Ana Sofia Machado. "O impacto da contrafação nas marcas de luxo". Master's thesis, 2020. http://hdl.handle.net/11067/5984.
Exame Público realizado em 12 de Julho de 2021
O luxo e a contrafação têm vindo cada vez mais a atrair a atenção não só de consumidores, mas também de investigadores. O consumo de bens de luxo tem experienciado um aumento, por outro lado regista-se também um crescimento notável no consumo de bens contrafeitos. De facto, a contrafação apenas existe porque existem marcas originais. O presente estudo tem como objetivo compreender o impacto que a contrafação gera nas marcas de luxo, identificando quais a variáveis que produzem efeitos na intenção de compra de contrafeito (IBC) e intenção de compra de originais (IBO). Afim de ter uma visão abrangente do problema, foram investigadas várias determinantes referidas na literatura. Para alcançar estes objetivos, foi utilizada metodologia quantitativa que permitiu obter uma visão mais clara do fenómeno. O questionário realizado para a obtenção dos dados, obteve um total de 207 respostas. Os resultados revelam que a contrafação continua a ser impactante no comportamento de compra dos consumidores, existindo, várias variáveis que explicam a intenção de compra de bens contrafeitos e várias variáveis que contribuem para a compra de marcas originais. Conclui-se, desta forma, que se não forem tomadas medidas para contrariar as mesmas, a contrafação continuará a produzir um efeito nocivo e considerável nas marcas de luxo.
Luxury and counterfeiting are increasingly attracting the attention of not only consumers, but also researchers. The consumption of luxury goods has experienced an increase, on the other hand there is also a notable growth in the consumption of counterfeit goods. In fact, counterfeiting only exists because there are original brands. This study aims to understand the impact that counterfeiting generates on luxury brands, identifying which variables result in the intention to purchase counterfeit (IBC) and the intention to buy originals (IBO). In order to have a comprehensive view of the problem, several determinants about the literature were investigated. To achieve these objectives, the quantitative methodology was used to obtain a clearer view of the phenomena. The questionnaire carried out to obtain the data, obtained a total of 207 responses. The results reveal that counterfeiting continues to have an impact on consumers purchasing behavior, with several variables explaining the intention to purchase counterfeit goods. It is concluded, in this way, that if not main it gives measures to counter as such, a counterfeit will continue to produce a harmful effect and the luxury brands.
Pereira, Samuel Alberto de Castro. "A comunicação de marketing das marcas de luxo". Master's thesis, 2012. http://hdl.handle.net/1822/21903.
Num momento em que o mundo se depara com um severa crise económica à escala global, veem-se regularmente nos meios de comunicação notícias que dão conta do crescimento e desenvolvimento das marcas de luxo, contrariamente ao que seria de esperar tendo em conta os elevados preços dos seus produtos/serviços. Este facto aliado à escassez de trabalho científico na área em Portugal, torna o mundo das marcas de luxo um interessante objeto de estudo na atualidade. A presente investigação tem como objetivo estudar a Comunicação de Marketing das marcas de luxo de pronto-a-vestir e acessórios na atualidade e verificar opiniões/comportamentos do consumidor português acerca da mesma, verificando ainda de que forma alguns fatores sócio-demográficos exercem influência sobre algumas dessas opiniões e comportamentos. A metodologia do estudo passou pela recolha de opiniões através de inquéritos on-line (amostra de 203 indivíduos) e pela análise direta de websites e de outras ferramentas de comunicação de marketing utilizadas pelas marcas de luxo. A análise dos dados foi realizada com o auxílio de ferramentas específicas de análise estatística. As conclusões permitem ao leitor ter uma perceção geral sobre as políticas de comunicação de marketing das marcas de luxo, sobre a sua evolução desde estudos anteriores (p. ex., Nyeck e Roux (1997)) e a forma como as mesmas são recebidas e percebidas pelo consumidor, bem como percecionar a influência de determinados fatores sócio-demográficos sobre o seu comportamento face às marcas em questão. Entre outros, estudo afirma a imprensa como um meio de comunicação extremamente relevante para as marcas de luxo, expõe o sexo e o rendimento como elementos diferenciadores de opiniões/comportamentos quanto à comunicação de marketing das marcas de luxo e confirma a preferência dos compradores de artigos de marcas de luxo por artigos originais em detrimento de produtos contrafeitos, mesmo comtemplando o preço mais reduzido dos segundos.
In a moment in which the world faces a severe economic crisis at a global scale, the news about growth and development of luxury brands are regularly seen in the media, contrarily to what would be expected based on the high prices of their products/services. This fact, together with the lack of scientific work in this area in Portugal, makes the world of luxury brands an interesting object of study of the present time. This investigation has the goal of studying the Marketing Communication of ready-to-wear and accessories’ luxury brands in the present time, and verify the Portuguese consumer opinions/behaviours about it, verifying, besides that, the way some social and demographic factors influence some of those opinions and behaviours. The methodology of the study was based on the collection of opinions through online inquiries (sample of 203 individuals) and through the direct analysis of websites and other marketing communication tools used by luxury brands. The data analysis was accomplished with the help of specific tools for statistical analysis. The conclusions allow the reader to get a general perception of marketing communication policies of luxury brands, about its evolution since other studies (e.g. Nyeck e Roux (1997)) and the way as these policies are received and understood by the consumer, as well as perceive the influence of some social and demographic factors in their behaviour relating to the mentioned brands. Among other conclusions, the study asserts the press as an extremely relevant mean of communication for luxury brands, exposes sex and income as differentiating elements of opinions/behaviours about luxury brands’ marketing communication and confirms the preference from buyers of luxury brands products for original articles over counterfeited products, even taking into account the lower price of the second ones.
Araújo, Manuel Ribeiro. "Marcas de luxo versus contrafação : motivações de escolha". Master's thesis, 2012. http://hdl.handle.net/10400.14/12087.
The world market of luxury reaches annually $178 billion. At the same time, the counterfeiting of luxury goods accompanies this growth. The aim of this study is to understand the motivations of consumer choice in the purchase of luxury brands and counterfeiting. The research focuses its attention en understanding what drives the consumer to buy luxury brands, which features the luxury product should contain, what are the reasons behind the demand of counterfeit products. The methodology combines qualitative and quantitative methods of research, conducted through literature review and a questionnaire sent online, aimed at consumers of luxury brands and counterfeit. According to the results of this study, luxury brands are distinguished by their ability to provide products with a high aesthetic or design. Technical quality is certainly the criteria that consumers values more in addition to design. Durability, sophistication, uniqueness or prestige are the characteristics that set luxury from non luxury products. On the other hand, increasingly counterfeiting brands offer products copies are identical to the original, with an interesting design and a cost/benefit relation. Moreover, consumers consider that counterfeiting is not unethical, although they recognize that counterfeiting is a problem that must be handled.
Almeida, Mónica Mansur Coelho de. "Quanto vale uma marca de luxo?" Master's thesis, 2015. http://hdl.handle.net/10400.6/5848.
In the field of fashion, imitation still plays an important role in identity construction, based on the identification with images produced by others who may be an urban tribe, a stylist, a fashion editor or merely opinion leaders connected to social media.The effervescence of postmodernity brought to this scenario a type of consumer that projects her/his desires for social mobility onto fake products which bear the symbol of the luxury brand. By doing so, consumers exercise the freedom of appearing to be as an alternative for being. This study aims to verify if there is identification between luxury brands and consumers as identity construction and the implications of this identification in the emergence of a market of imitations that culminates in the unauthorized reproduction of goods. It intends also to understand how this process becomes a mass-production, motivating the 'falsification' of a luxury brand over other existing makes. Besides, it is the objective of this study to investigate if the purchase of these products on the illegal market is connected to the fact that consumers can not differentiate imitation from plagiarism and falsification. The methodology involves qualitative approach regarding the data collection and analysis and a case study as research method. A priori, two cases of open-air market were chosen to be examined: 25 de Março Street, in Sao Paulo, and the Grand Bazaar, in Istanbul. During the research, however, we realized it would be necessary to include the open-air market SAARA (from the acronym to Friends of Customs Street Adjacencies Society in Portuguese) in downtown Rio de Janeiro City, for its relevance and because it was frequently mentioned by the respondents as a well-known place of trade of products that are unauthorized reproduction of luxury brands, mainly accessories. Direct observation, closed interviews (questionnaires), semi-open in-depth interviews and focus group were applied as research techniques. The results showed that in a world where image is the main form of communication, brand identity is intertwined with the identity of consumers who look for the status it offers.
Martins, Cátia Andreia Rocha. "Aspeto estético visual e inovação tecnológica no prazer das marcas de luxo : Caso Tesla". Master's thesis, 2020. http://hdl.handle.net/11067/5685.
Dissertação de mestrado em Gestão
Atualmente, temos vindo a assistir a uma forte evolução das tecnologias, da inovação e do luxo. Para além disso, a forma como os consumidores olham para estes fatores também tem vindo a alterar-se. No mundo da gestão das marcas, é importante que estas entendam aquilo que os consumidores querem. É fundamental que saibam aquilo que os consumidores pensam, neste caso, o que pensam sobre o luxo, que características ou atributos lhes podem proporcionar prazer em consumir produtos de caráter luxuoso e com inovação tecnológica. Com esta dissertação pretende-se responder às questões acima referidas, através do apoio de vários autores, por forma a dar alicerce a todo este trabalho. Para além disso, foi aplicada uma metodologia quantitativa para reforçar o objetivo desta dissertação.
We are currently witnessing a strong evolution of technology, innovation and luxury. In addition, the way consumers look at these factors has also changed. In the world of brand management, it's important that brands understand what consumers want. It is essential that they know what consumers think, in this case what they think about luxury, what characteristics or attributes can give them pleasure in consuming luxury products with technological innovation. This dissertation aims to answer the above questions, with the support of several authors, in order to lay the foundation for all this work. In addition, a quantitative methodology was applied to reinforce the objective of this dissertation.
Figueiredo, Matilde Quartin Simão Montalvão. "O mercado e as marcas de luxo: poderes fáticos ou as marcas falam?" Master's thesis, 2019. http://hdl.handle.net/10400.26/31056.
This study focuses on the discussion about the aura of luxury brands, through the analysis of advertising language permeated by symbolism and beliefs, in which the consumption acts as a symbolic demonstration of status. The aim is to understand the mechanisms of valorization of a luxury brand, through which these fall within the ‘occult’ power with which social distinctions and / or image (s) are established before their social group. These mechanisms cross different social classes, including the less favored for their own substitute, namely through the consumption of counterfeiting. The great general conquests were delineated: define the attributes of material and immaterial culture in the luxury artifacts; develop a technology for luxury brands and consumer buying behavior, regardless of its class; and, finally, identify the main factors and / or motivations that influence the decision to use luxury products. In carrying out this empirical investigation, both the qualitative method, through interviews, and the quantitative method, with the spss program, were adopted through an online questionnaire, intended for consumers of luxury brands and counterfeit. Through this study, it was possible to identify the material and immaterial constrainst that transform a product into an object of luxury and desire.
Madeira, Inês Dionísio. "Marcas de luxo e comportamento de compra do consumidor". Master's thesis, 2009. http://hdl.handle.net/10400.6/3111.
Purchasing a luxury product is a lifestyle, a world that feeds each one’fantasy. To buy such a product is to buy emotion sacrificing reason because the consumer is increasingly searching experience that based on the senses, gives him the full satisfaction of their needs out of a exclusive and distinguished way. The tendency for the consumption of luxury products results from the symbology of these products, including power, wealth and a privileged position of social status. Luxury is precisely this, a search for social recognition and personal pleasure. The luxury products’ consumer is the main advertiser of the mark. Nevertheless luxury brands need to be in permanent harmony with their target public through measures of fidelity actions, even if communication is done in a selective way. Based on the existing theories about luxury it was the purpose of this work to set up a better understanding of the consumer’s behavior that purchase luxury brands, bounding two major objectives: on the one hand, to understand which are the main factors associated with the products of brands luxury that are valued by consumers and on the other hand to analyze the consumer’s typical profile of product and brands luxury. In conducting this empirical research, one has adopted the quantitative method by collecting information through a questionnaire and concluded that the consumer of luxury brands and products does not present a clearly defined purchasing behavior or any explicit reasons for the consumption of this kind of products. We know, however, that consumption is driven on a personal level basis that seeks mainly the satisfaction of symbolic meanings being, for that reason, consumers who are little rational on their choice.
Ferraz, Lisa Raquel de Freitas. "Co-branding de hotel de luxo com marcas produto de prestígio : o caso das marcas de vinho". Master's thesis, 2018. http://hdl.handle.net/10773/25236.
Brands are increasingly seeking for opportunities to join efforts with other brands, in order to establish a consistent partnership which could results in various advantages, allowing sharing expertise and costs. Therefore, companies invest in strategic partnerships, as it is the case of co-branding, which has gained value within brands. This research involves a luxury hotel brand, The Yeatman, and local wine brands. The study is aimed at understanding the benefits that may result for the brands in the partnership, including the implications in the definition and development of the positioning and wine concept of The Yeatman, and the effect in the image of the involved brands. An exploratory study was carried out based on a total of 14 semistructured in-depth interviews to the managers and marketing professionals of the luxury hotel brand and wine brands, with the purpose to collect primary data on their perceptions and motivations regarding this issue. The results suggest that the benefits of the strategy are extensible to both sides. In the case of The Yeatman, the co-branding strategy has given support to the development of the wine concept. The wine brands, however, seem to benefit more from the partnership, in particular, in terms of image, awareness and perceived quality, due to the association with a luxury brand with strong awareness and reputation in the market.
Mestrado em Gestão
Clemente, Diana. "Mobiliário de luxo". Master's thesis, 2020. http://hdl.handle.net/10400.26/32890.
Monteiro, Diogo Pinto. "A construção de marcas portuguesas de calçado de luxo". Master's thesis, 2016. http://hdl.handle.net/10400.26/18112.
Dias, Daniela Costa Rodrigues de Macedo. "Estratégias de marketing internacional de marcas de luxo portuguesas". Master's thesis, 2016. http://hdl.handle.net/1822/44671.
Esta dissertação tem como objetivo conhecer quais as estratégias de marketing que os gestores de marcas de moda de luxo portuguesas podem adotar no seu processo de internacionalização, de forma a obterem maior sucesso. Em Portugal, o número de marcas de moda do segmento de luxo aumentou muito nos últimos anos, e grande parte destas marcas têm como principal objetivo conquistar os mercados internacionais. Este estudo, de natureza descritiva e exploratória, pretende auxiliar as marcas na sua internacionalização, nomeadamente a nível da sua estratégia de produto, preço, distribuição e comunicação. Para isso, foram realizadas dez entrevistas em profundidade a dez gestores ou responsáveis comerciais e de marketing de dez marcas de luxo portuguesas e foram também analisados documentos relevantes para o estudo. Isto permitiu compreender as estratégias de marketing internacional que as marcas de moda de luxo em geral podem seguir. Concluiu-se que as marcas de luxo portuguesas devem tentar disponibilizar toda a sua gama de produtos nos diferentes mercados internacionais, oferecendo ainda serviços que completam a experiência do cliente e fazendo parcerias com outras marcas de luxo internacionais, de forma a aumentar a sua notoriedade. Os resultados indicaram ainda que o preço dos produtos de luxo icónicos deve aumentar gradualmente a nível internacional, e que as marcas não devem praticar saldos, apenas reduções especiais de preço. Os preços devem ainda ser comunicados de forma discreta nos pontos de venda internacionais da marca. Para entrar em novos mercados, as marcas de luxo portuguesas devem começar por estar presentes em lojas multimarca ou department stores, mantendo um relacionamento próximo com as mesmas e, posteriormente, apostar na abertura de uma flagship store. Foi ainda visível que os mercados europeu e americano são os mais atrativos para as marcas de luxo portuguesas. A nível de comunicação internacional, deve ser feita uma aposta nas relações públicas e com a imprensa, na realização de eventos e na comunicação online. As marcas podem ainda possuir um embaixador da marca e patrocinar eventos internacionais.
The present dissertation aims to know which marketing strategies managers of Portuguese luxury fashion brands can adopt in their internationalization process, in order to achieve greater success. In Portugal, the number of luxury fashion brands has increased over the last few years, and most of those brands wish to conquer international markets all over the world. This study, of descriptive and exploratory nature, aims to support the internationalization of Portuguese brands, particularly in terms of its product, pricing, distribution and communication strategy. To make this possible, ten in-depth interviews were conducted with ten managers or marketing managers of ten Portuguese luxury fashion brands and pertinent documents were also analyzed for the study. It was concluded that Portuguese luxury brands should try to provide their entire range of products to different international markets and complementary services that improve the customer experience, and build partnerships with other international luxury brands in order to increase its international notoriety. The results also indicated that the price of the iconic luxury products should gradually increase internationally, and that brands should not practice sales, only special price reductions. Prices should be subtly communicated in international points of sales. To enter new markets, Portuguese luxury brands should enter first on multibrand stores or department stores with their products, maintaining a close relationship with them, and latter open a flagship store. Results also indicate that the European and American markets are the most attractive to the Portuguese luxury brands. Regarding international communication, Portuguese brands should do more public relations, events, and online communication, and also maintain a good relationship with the press. Brands can also have a brand ambassador and sponsor international events.
Ferreira, Patrícia Sofia Barbosa. "Como marcas de luxo se comportam nos meios digitais". Master's thesis, 2017. http://hdl.handle.net/10362/22199.
This report was prepared during the internship, through the Erasmus + program, of the Master’s degree course in New Media and Web Practices, from the Faculty of Social and Human Sciences, New University of Lisbon. The internship took place at Canales, a Services, Marketing and Communications agency in Valencia, Spain. This work has the objective of deepening and understanding the online presence of luxury brands, a theme addressed in the internship. In this way, how these brands should behave in digital media, without losing the essence, magic and values that characterize them, will be analysed. The following questions will be answered: Is it possible for luxury brands to communicate via the internet? How should they behave, without losing their magic and exclusiveness? Is it so important to have a digital presence today?
Magalhães, João Carlos de Martins. "Internacionalização de marcas de luxo para o mercado chinês". Master's thesis, 2013. http://hdl.handle.net/10400.14/16898.
With the goal of maintaining the internationalization process of their brands and having in their portfolio a luxury brand, it was proposed by the Menina Design Group, Lda. the following investigation line: “Luxury brand internationalization to the Chinese market”. The main goal is to obtain answers to these questions: “Is Boca do Lobo a luxury brand?” and “Which are the internationalization guidelines to enter the Chinese market?”. The method used in this dissertation is the action research, being added an actualized literature review. The results of the study show that there are clear differences between the typical luxury brands and Boca do Lobo. These differences are related to their products and the way brands are managed. On the other hand, the Chinese luxury market is expanding, where the presence of a company targeting global success is mandatory. For Boca do Lobo, a part of a Small Medium enterprise, the appropriated way to enter continental China is through indirect export, where the company has to find a powerful local distributor. This Chinese operator needs to develop the business and to create a recognizable image in the main Chinese markets that are Beijing and Shanghai. This relation between the Chinese enterprise and Boca do Lobo will provide the later one a deeper knowledge about the Chinese consumers, adapting the products to the people’s values and beliefs and a better interaction with Chinese designers. As it was previously mentioned, Boca do Lobo does not possess the same characteristics of a typical luxury brand. So the company must define their position in the market in order to guarantee a solid entry in the Chinese market.