Luxury Brands
Mostrando 1-12 de 12 artigos, teses e dissertações.
-
1. The Relational Aspects of Luxury Consumption in Brazil: The development of a Luxury Customer Relationship Perception Scale and the Analysis of Brand Personality Influence on Relationship Perception on Luxury Fashion Brands
RESUMO O principal objetivo deste artigo foi desenvolver uma escala para mensurar a percepção de relacionamento entre consumidores de marcas de moda de luxo no Brasil. Para tanto, seguimos as orientações de Churchill (1979) e Rossiter (2002) para desenvolvimento de escalas, abarcando entrevistas e a criação de uma versão piloto da escala, submetida a
BBR, Braz. Bus. Rev.. Publicado em: 2019-06
-
2. Luxe et virtualité: le vertige du contrôle
AbstractThe communication of luxury brands had once counted on specific media (special shops, specific pages of magazines, its own advertising codes) distant from other more generic media vehicles, but nowadays such communication must define its new codes, in order to build its specificity in the new virtual media, starting with its presence on the internet,
Galáxia (São Paulo). Publicado em: 2015-12
-
3. The market strategies alternatives of an e-business start-up in Brazil
The e-business market is one of the fastest growing markets in Brazil, with e-business sales accounting for BRL 14.8 billion in 2010 and a growth of 40% per year (+1000% over the past 7 years). Sales-event clubs and collective bargaining websites are one of the most dynamic segments of the e-business market: the number of new players is increasing rapidly, w
Publicado em: 24/04/2012
-
4. O consumo da pirataria na moda de luxo: o espelho de duas faces
The consumption of piracy in Brazil has grown rapidly, including this country being considered one of the largest consumer markets of counterfeit products in the world. At the same time, Brazil is also one of the top ten luxury markets in the world, producing a contradiction in relation to the luxury fashion products and piracy, arriving on shelves and the c
IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia. Publicado em: 07/12/2010
-
5. O comportamento do consumidor de marcas de luxo : hábitos de consumo do adulto jovem de Porto Alegre
Este trabalho apresenta um estudo sobre o comportamento do consumidor de luxo, dando enfoque aos hábitos de consumo do adulto jovem classe A de Porto Alegre. Para tanto, é necessário um aprofundamento no conceito de Comportamento do Consumidor, através do teórico Solomon (2008), sendo complementado por Strehlau (2008) quando os hábitos do consumidor de
Publicado em: 2010
-
6. A contribuição da publicidade para a construção de marcas de luxo : estudo de caso da marca Louis Vuitton
Este trabalho estuda a contribuição da publicidade impressa para a construção da identidade de marcas do segmento de luxo, por meio do estudo de caso da marca Louis Vuitton. Este estudo trabalha com o conceito „luxo‟, que propõe características que são requisitos para a formação do caráter de luxo de algum bem. O modelo de Brand Equity, propost
Publicado em: 2010
-
7. AGENCY BRAND OF LUXURY AT THE MOVIES: BREAKFAST AT TIFFANY S and The Devil Wears Prada / A REPRESENTAÇÃO DA MARCA DE LUXO NO CINEMA : BREAKFAST AT TIFFANYS E THE DEVIL WEARS PRADA
Na sociedade de consumo contemporânea, o desafio é conquistar e fidelizar consumidores. A fim de obter sucesso e destacar a empresa no mercado competitivo, as estratégias de comunicação se concentram nas marcas dos produtos, oferecendo ao público valores conceituais. Diante de tantas ofertas divulgadas na mídia, nesta pesquisa indagamos sobre o que im
Publicado em: 2009
-
8. Attitudes, emotions and behavior of purchase: a study with consumers of sophisticated products of luxury / Atitudes, emoções e comportamento de compra: um estudo com consumidores de produtos de luxo ou sofisticados
Very few product and services categories are as interesting for marketing professionals as luxury products. Such interest derives from luxurys capacity of embodying both social and individual meanings, as well as symbolic and emotional content. Admitting that luxurious objects can express human wishes and emotions, they are able to reveal aspects of consumer
Publicado em: 2008
-
9. A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS
The Mercedes-Benz brand is a brand legendary and is present in the imagination of the consumer when the subject is cars. A history major This Industry automobile exceeds 100 (1902- 2008) and A each day even more impressive with new models, synonym of Technology, Quality, Safety and luxury. This work visa analyse and understand the process of communication of
Publicado em: 2008
-
10. Estratégias de marketing dos produtos de luxo no mercado brasileiro: um estudo no segmento de vestuário e acessórios
This study focuses in the identification of the marketing strategies used by companies in the luxury market of clothing and accessories of international brands that are consolidated in the Brazilian market. The objectives of this research are getting to know the vision of the executives about the concepts and features of luxury goods, especially the brands t
Publicado em: 2007
-
11. The luxury consumption: a study into wome`s experience in postmodernity / O consumo de luxo: uma compreensão da experiência de mulheres na pós-modernidade
This study aimed at understanding the significance of the consumption of luxury goods to women from the generation X, that is, born from 1968-1978 (SCHIFFMAN; KANUK,1997), residents of São Paulo, with a monthly household income over R$ 10.982,00 and that, in the last year, purchased at least three brands which they considered to be a luxury good. As a way t
Publicado em: 2007
-
12. Uma análise do diferencial competitivo de hotéis associados a cadeias hoteleiras internacionais
The main purpose of this dissertation was to analyse whether hotels managed by international hotel chains present competitive differential when compared to hotels independently operated. This dissertation was only concerned with analyzing the benefits brought to the hotel, according to the marketing point of view, taking into consideration the differentials
Publicado em: 2001