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Vários são os fatores que influenciam o comportamento do consumidor. O mercado de
moda tem se adaptado as diferentes evoluções comportamentais. De um lado, existe o
consumidor com suas necessidades, desejos e valores, que exprimem sua personalidade
de variadas formas, de outro existem as marcas e empresas que tentam se adaptar da
melhor forma a ao mercado. Assim, a presente dissertação tem como objetivo estudar a
personalidade da marca e personalidade do consumidor, explorando os traços de
personalidades entre ambos. No caso específico da marca Zara, do grupo Inditex,
enquadrada no setor de moda fast fashion.
Fashion has adapted to different behavioral developments. On the one hand, there is the consumer with his needs, desires and values, which express his personality in various ways, and on the other hand there are the brands and companies that try to adapt in the best way to the market. Thus, this thesis aims to study the personality of the brand and of the consumer, exploring the personality traits between both. In the specific case of Zara, of the Inditex group, within the fast fashion sector.
Fashion has adapted to different behavioral developments. On the one hand, there is the consumer with his needs, desires and values, which express his personality in various ways, and on the other hand there are the brands and companies that try to adapt in the best way to the market. Thus, this thesis aims to study the personality of the brand and of the consumer, exploring the personality traits between both. In the specific case of Zara, of the Inditex group, within the fast fashion sector.
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Palavras-chave
Brand Equity Comportamento do Consumidor Fast Fashion Personalidade da Marca