DIGA-ME O QUE VESTES E TE DIREI QUEM ÉS: UM ESTUDO SOBRE A PERSONALIDADE DAS MARCAS DE MODA DE LUXO

Autores

  • Fernanda Bueno Cardoso Scussel Universidade Federal de Santa Catarina
  • Gisela Demo Universidade de Brasília - UnB

DOI:

https://doi.org/10.19177/reen.v10e1201777-100

Palavras-chave:

Personalidade de marca, Branding, Mercado de luxo.

Resumo

A conquista de espaço na mente dos consumidores recebe cada vez mais conotação especial entre as estratégias empresariais. Assim, este artigo explora a personalidade de marca no mercado de luxo, construto que orienta a preferência e o consumo por parte das clientes. No que tange ao seu objetivo precípuo, tem-se a identificação das personalidades de marca das marcas de luxo na moda mais consumidas no Brasil. A pesquisa, de natureza quantitativa, contemplou 622 consumidoras, revelando a predominância das dimensões Credibilidade, Alegria e Sofisticação na percepção das consumidoras quanto à personalidade das marcas de luxo.

Biografia do Autor

Fernanda Bueno Cardoso Scussel, Universidade Federal de Santa Catarina

Doutoranda em Administração na Universidade Federal de Santa Catarina (UFSC). Mestre em Administração pela Universidade de Brasília (UnB).

Gisela Demo, Universidade de Brasília - UnB

Professora do Programa de Pós-Graduação em Administração da Universidade de Brasília (UnB). Doutora em Psicologia pela Universidade de Brasília (UnB)

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2017-10-27

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