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Advisor(s)
Abstract(s)
Esta dissertação vais analisar a ascensão do género neutro nas campanhas publicitárias de marcas dentro do mercado de luxo,
explorando de que forma é que esta abordagem reflete mudanças socioculturais, e influencia diferentes perfis de consumidores. O foco, vai incidir sobre as perceções e
comportamentos de consumidores mais conservadores,
avaliando se a aplicação do género neutro impacta as suas decisões de compra, bem como de que forma as marcas de luxo
podem equilibrar a inovação e a tradição definidas historicamente no setor. Através de estudos de caso, análise qualitativa de campanhas e entrevistas com consumidores, esta
investigação procura compreender os desafios e oportunidades desta nova tendência no mercado de luxo.
This dissertation will analyze the rise of gender neutral advertising campaigns for brands within the luxury market, exploring how this approach reflects sociocultural changes and influences different consumer profiles. The focus will be on the perceptions and behaviors of more conservative consumers, assessing whether the application of gender neutrality impacts their purchasing decisions, as well how luxury brands can balance innovation and tradition as historically defined in the sector. Through case studies, qualitative analysis of campaigns and interviews with consumers, this research seeks to understand the challenges and opportunities of this new trend in the luxury market.
This dissertation will analyze the rise of gender neutral advertising campaigns for brands within the luxury market, exploring how this approach reflects sociocultural changes and influences different consumer profiles. The focus will be on the perceptions and behaviors of more conservative consumers, assessing whether the application of gender neutrality impacts their purchasing decisions, as well how luxury brands can balance innovation and tradition as historically defined in the sector. Through case studies, qualitative analysis of campaigns and interviews with consumers, this research seeks to understand the challenges and opportunities of this new trend in the luxury market.
Description
Keywords
Publicidade Mercados de luxo Género neutro Comportamento de consumo