TELL ME WHAT YOU WEAR AND I WILL TELL YOU WHO YOU ARE: A STUDY OF BRAND PERSONALITY IN THE FASHION LUXURY MARKET
To succeed, business strategies increasingly tries to conquest space in consumers’ minds. Thus, this article explores the brand personality in the luxury market, construct that guides costumer’s preference and consumption. As the main objective, we seek to identify the brand personalities of luxury...
| Autores: | , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Brasil |
| Recursos: | Universidade do Sul de Santa Catarina (UNISUL) |
| Repositorio: | Revista Eletrônica de Estratégia e Negócios |
| Idioma: | portugués |
| OAI Identifier: | oai:portaldeperiodicos.animaeducacao.com.br:article/4145 |
| Acesso em linha: | https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/4145 |
| Access Level: | acceso abierto |
| Palavra-chave: | Brand personality Branding Luxury market. Personalidad de marca Mercado de lujo. Personalidade de marca Mercado de luxo. |
| Resumo: | To succeed, business strategies increasingly tries to conquest space in consumers’ minds. Thus, this article explores the brand personality in the luxury market, construct that guides costumer’s preference and consumption. As the main objective, we seek to identify the brand personalities of luxury fashion brands most consumed in Brazil. The quantitative research contemplated 622 consumers, showing the predominance of the dimensions Credibility, Joy and Sophistication in the perception of consumers as to the personality of the luxury brands. |
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