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Publication
A comunicação visual das marcas de moda de luxo no Metaverso: a perceção de exclusividade e a experiência do consumidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 23.43 MB | Adobe PDF |
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Abstract(s)
Esta investigação analisa de que maneira a comunicação
visual das marcas de moda de luxo no Metaverso influencia
a perceção de exclusividade, considerando a perspetiva do
consumidor. Nesta nova era digital imersiva, o estudo
procura compreender quais são os elementos da
comunicação visual que contribuem para reforçar o prestígio
da marca.
Foi aplicada uma metodologia mista, utilizando uma análise
qualitativa e uma análise quantitativa. Para a análise
qualitativa, foi aplicado um quadro de comparação entre três
marcas de renome: Gucci, Saint Laurent e Louis Vuitton, de
modo a criar padrões que refletissem as abordagens
utilizadas por cada uma. Para a análise quantitativa, recorreuse
à aplicação de um questionário, para avaliar a perceção de
exclusividade no Metaverso, aos olhos do consumidor.
Os resultados mostraram que a perceção de exclusividade é
mais evidente nos ambientes seletivos e controlados,
destacando a relevância de estratégias de comunicação visual
focadas na imersividade do ambiente digital.
This research analyzes how the visual communication of luxury fashion brands in the Metaverse influences the perception of exclusivity from the consumer's perspective. In this new immersive digital age, the study aims to understand which elements of visual communication contribute to reinforcing brand prestige. A mixed-methods approach was applied, combining both qualitative and quantitative analyses. For the qualitative analysis, a comparative framework was used to examine three renowned brands: Gucci, Saint Laurent, and Louis Vuitton, in order to identify patterns that reflect the strategies employed by each. The quantitative analysis was conducted through a questionnaire designed to assess consumers’ perception of exclusivity within Metaverse environments. The results indicate that exclusivity is more clearly perceived in selective and controlled virtual spaces, highlighting the importance of visual communication strategies focused on creating immersive digital experiences.
This research analyzes how the visual communication of luxury fashion brands in the Metaverse influences the perception of exclusivity from the consumer's perspective. In this new immersive digital age, the study aims to understand which elements of visual communication contribute to reinforcing brand prestige. A mixed-methods approach was applied, combining both qualitative and quantitative analyses. For the qualitative analysis, a comparative framework was used to examine three renowned brands: Gucci, Saint Laurent, and Louis Vuitton, in order to identify patterns that reflect the strategies employed by each. The quantitative analysis was conducted through a questionnaire designed to assess consumers’ perception of exclusivity within Metaverse environments. The results indicate that exclusivity is more clearly perceived in selective and controlled virtual spaces, highlighting the importance of visual communication strategies focused on creating immersive digital experiences.
Description
Keywords
Comunicação visual Marcas de moda de luxo Metaverso Exclusividade Consumidor