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Abstract(s)
A presente dissertação enquadra-se na área do marketing de luxo, procurando
compreender o papel das celebridades nas marcas de moda de luxo acessível. A revisão da
literatura incide sobre o conceito de luxo e sobre a ligação conceptual entre marcas, moda
e celebridades. O modelo conceptual desenvolvido sintetiza os principais elementos
orientadores e revela a inexistência de um quadro conceptual consolidado sobre a temática
estudada. Adota-se como estratégia de investigação empírica o estudo de caso múltiplo,
incidindo sobre quatro estilistas portugueses associados ao luxo acessível. Os resultados
indicam que os estilistas estudados apostam em estratégias comparáveis, na valorização da
variável integridade do produto e da sua relação com um preço premium e consideram que
a associação às celebridades certas pode agregar valor às suas marcas e aumentar a sua
notoriedade.
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.
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.
Description
Keywords
Marcas de luxo - Marketing Marca de luxo - Comportamento do consumidor Marca de luxo - Celebridades Marca - Marketing de luxo - Portugal
Citation
Publisher
Universidade da Beira Interior