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Publication
Impacto das marcas de luxo na qualidade percebida e intenção de compra do consumidor
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| 1.59 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O conceito de luxo tem vindo a sofrer diversas alterações ao longo dos anos, sabe-se que o mercado de luxo está em crescimento, e que por sua vez, as estratégias de marketing desenvolvidas pelas marcas têm vindo a mudar procurando adaptar-se à mudança do mercado e às mudanças do consumo.
A tendência para o crescimento do consumo de luxo surge com a simbologia de determinados bens colocarem o consumidor uma posição privilegiada na sociedade e muitos consumidores atribuírem uma maior importância ao status face à função utilitária do bem.
Nos últimos anos e apesar da crise económica mundial as marcas de luxo estão em claro crescimento, o mercado torna-se cada vez mais complexo e competitivo e as marcas sentem necessidade em adaptar-se à constante mudança.
Neste sentido, esta dissertação tem como objetivo investigar quais são as motivações de compra dos consumidores de marcas de luxo, quais as suas características e perceber se efetivamente o aumento do consumo de marcas de luxo está relacionado com o conceito de consumo conspícuo.
The concept of luxury has undergone several changes over the years, it is known that the luxury market is growing, and that in turn, the marketing strategies developed by brands have been changing looking to adapt to change changes in consumption. The trend towards the growth of luxury consumption comes with the symbolism of certain goods placing the consumer in a privileged position in the society and many consumers attach more importance to the status than the utilitarian function of the good. In recent years, and despite the global economic crisis, luxury brands are clearly growing, the market becomes increasingly complex and competitive, and the brands feel a need to adapt to the constant change. This sense, this dissertation aims to investigate the motivations of purchase of consumers of luxury brands, what their characteristics are and to see if the increase of consumption of luxury brands is related to the concept of conspicuous consumption.
The concept of luxury has undergone several changes over the years, it is known that the luxury market is growing, and that in turn, the marketing strategies developed by brands have been changing looking to adapt to change changes in consumption. The trend towards the growth of luxury consumption comes with the symbolism of certain goods placing the consumer in a privileged position in the society and many consumers attach more importance to the status than the utilitarian function of the good. In recent years, and despite the global economic crisis, luxury brands are clearly growing, the market becomes increasingly complex and competitive, and the brands feel a need to adapt to the constant change. This sense, this dissertation aims to investigate the motivations of purchase of consumers of luxury brands, what their characteristics are and to see if the increase of consumption of luxury brands is related to the concept of conspicuous consumption.
Description
Keywords
Luxo Consumo conspícuo Comportamento Consumidor Marketing de luxo