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Abstract(s)
Considerando a dimensão do mercado de moda e o alcance económico e social que uma
revista com status que a Vogue tem, e visto ainda o novo posicionamento que sua edição
portuguesa possui. O presente trabalho analisa a percepção do público, consumidor e não
consumidor, e dos profissionais da área da comunicação de moda, sobre o impacto da
mudança da comunicação da revista na sua imagem de marca. Para isso o trabalho faz uso de
metodologias quantitativas e qualitativas e de dados recolhidos por meio de entrevistas e
questionários. A amostra utilizada neste estudo é restrita, entretanto relevante, dessa forma
o resultado a que se chega neste estudo é que é o público inquirido e entrevistado percebe
alterações na forma de comunicar da marca Vogue Portugal tiveram impacto positivo na sua
imagem de marca.
Considering the size of the fashion industry and the economic and social reach of a magazine such as Vogue and also considering the new positioning and status that Vogue Portugal has at the moment being. This paper analyses the perception of the general public, consumers and not consumers of the magazine, and also the perception of professionals from the fashion market, on the impact of the change in the way the magazine communicates on its brand image. This research makes use of qualitative and quantitative methods and a restrict data collected from interviews and questionnaires. Although the sample used in this study is restricted it is possible to notice that changes in the Vogue brand communication in the recent past had a positive impact on its brand image.
Considering the size of the fashion industry and the economic and social reach of a magazine such as Vogue and also considering the new positioning and status that Vogue Portugal has at the moment being. This paper analyses the perception of the general public, consumers and not consumers of the magazine, and also the perception of professionals from the fashion market, on the impact of the change in the way the magazine communicates on its brand image. This research makes use of qualitative and quantitative methods and a restrict data collected from interviews and questionnaires. Although the sample used in this study is restricted it is possible to notice that changes in the Vogue brand communication in the recent past had a positive impact on its brand image.
Description
Keywords
Comunicação de Moda Imagem de Marca Vogue Portugal