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Publication
O processo de artification no setor do luxo: Um estudo entre marcas de joalharia de luxo e artistas contemporâneos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.14 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No mercado de joalharia de luxo altamente competitivo, as
marcas procuram estratégias de diferenciação que
aumentem a perceção de valor. A presente investigação tem
como problemática entender em que medida as
colaborações com artistas contemporâneos na criação de
uma joia podem contribuir para aumentar ainda mais a
perceção de valor associada às marcas de joalharia de luxo.
Nesse sentido, o objetivo geral é compreender os valores
associados às marcas de joalharia de luxo que realizam
colaborações com artistas contemporâneos para a criação de
joias. Através de uma abordagem inicial de revisão de
literatura, seguida de uma pesquisa exploratória e
explicativa, que inclui (1) utilização de inteligência
artificial MidJourney para gerar imagens de joias de luxo
realizadas em colaboração fictícia entre marcas de joalharia
de luxo e artistas contemporâneos; (2) entrevistas
individuais em profundidade com consumidores; e (3)
triangulação de dados, conclui-se que a prática de tais
colaborações tendem a reforçar valores de exclusividade,
autenticidade, imagem de marca e lealdade à marca. No
entanto, o impacto no valor simbólico revela-se fortemente
condicionado por fatores subjetivos e pessoais. Deste modo,
este estudo contribui para a compreensão do fenómeno de
artification no setor da joalharia de luxo e o seu impacto
estratégico no aumento da perceção de valor de marca.
In the highly competitive luxury jewellery market, brands seek differentiation strategies that enhance their perceived value. The present investigation addresses the problem of understanding to what extent collaborations with contemporary artists in the creation of jewellery pieces can further contribute to increase the perceived value associated with luxury j jewellery brands. Accordingly, the general objective is to understand the values associated with luxury jewellery brands that engage in collaborations with contemporary artists for the creation of jewellery pieces. Through an initial literature review approach, followed by an exploratory and explanatory research, which includes (1) the use of MidJourney artificial intelligence to generate images of luxury jewellery pieces created through fictional collaborations between luxury jewellery brands and contemporary artists; (2) in-depth individual interviews with consumers; and (3) data triangulation, it is concluded that such collaborations tend to reinforce values of exclusivity, authenticity, brand image and brand loyalty. However, the impact on symbolic values is found to be strongly influenced by subjective and personal factors. Thus, this investigation contributes to the understanding of the phenomenon of artification in the luxury jewellery sector and its strategic impact on increasing brand value perception.
In the highly competitive luxury jewellery market, brands seek differentiation strategies that enhance their perceived value. The present investigation addresses the problem of understanding to what extent collaborations with contemporary artists in the creation of jewellery pieces can further contribute to increase the perceived value associated with luxury j jewellery brands. Accordingly, the general objective is to understand the values associated with luxury jewellery brands that engage in collaborations with contemporary artists for the creation of jewellery pieces. Through an initial literature review approach, followed by an exploratory and explanatory research, which includes (1) the use of MidJourney artificial intelligence to generate images of luxury jewellery pieces created through fictional collaborations between luxury jewellery brands and contemporary artists; (2) in-depth individual interviews with consumers; and (3) data triangulation, it is concluded that such collaborations tend to reinforce values of exclusivity, authenticity, brand image and brand loyalty. However, the impact on symbolic values is found to be strongly influenced by subjective and personal factors. Thus, this investigation contributes to the understanding of the phenomenon of artification in the luxury jewellery sector and its strategic impact on increasing brand value perception.
Description
Keywords
Marcas de luxo Joalharia Colaboração artística Arte contemporânea Perceção de valor