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Abstract(s)
A presente investigação focou-se na análise da influência de ações de comunicação
ativista nos principais elementos que constituem as marcas de luxo, nomeadamente, a perceção
de qualidade, autenticidade, prestígio, legitimidade de praticar preços premium e conexão com
a marca, por parte de consumidores de marcas de luxo. Estes consumidores foram categorizados
de acordo com os principais comportamentos e motivações de consumo de produtos de luxo e
de acordo com a perceção perante o luxo, nomeadamente, se deve ou não ser caro e/ou
exclusivo. A metodologia assentou na realização de uma pesquisa exploratória, recolhendo
dados primários através da divulgação de um questionário online com duas versões: uma com
uma ação de comunicação ativista e outra com uma ação de comunicação sem ser ativista. Após
a aplicação de uma análise fatorial e da utilização de testes-T ou de Mann-Whitney U,
comparando a amostra que respondeu à versão com comunicação ativista com a amostra que
respondeu à versão sem comunicação ativista, os principais resultados obtidos demonstraram
que a ação de comunicação ativista não influenciou significativamente a perceção dos fatores
analisados. O mesmo foi verificado nos consumidores sem motivações de consumo
bandwagon, pelos consumidores com motivações de consumo snob e sem motivações de
consumo snob, com e sem motivações hedónicas de consumo, com e sem motivações
extrínsecas de consumo, pelos que consideram e pelos que não consideram que o luxo deva ser
caro, e pelos consumidores que consideram e que não consideram que o luxo deva ser exclusivo.
No entanto, foram encontradas diferenças significativas nos consumidores com motivações de
consumo bandwagon, onde a comunicação ativista influenciou negativamente a perceção de
qualidade da marca. O estudo permite acrescentar conhecimento nas temáticas de marketing de
luxo e de comunicação ativista, auxiliando os profissionais de marketing nas suas tomadas de
decisão.
ABSTRACT: The present investigation focused on analysing of the influence of activist communication actions on the main elements that constitute luxury brands, namely, the perception of quality, authenticity, prestige, legitimacy of practicing premium prices and connection with the brand, on the part of luxury brand consumers. These consumers were categorized according to the main behaviours and motivations for consumption of luxury products and according to their perception of luxury, namely, whether it should be expensive and/or exclusive. The methodology was based on conducting an exploratory research, collecting primary data through the dissemination of an online questionnaire with two versions: one with an activist communication action and the other with a communication action without being activist. After applying a factor analysis and using T-tests or Mann-Whitney U tests, comparing the sample that answered the version with activist communication with the sample that responded to the version without activist communication, the main results obtained showed that the action of activist communication did not significantly influence the perception of the analysed factors. The same was verified in consumers without bandwagon consumption motivations, by consumers with snob consumption motivations and without snob consumption motivations, with and without hedonic consumption motivations, with and without extrinsic consumption motivations, by those who consider and by those who do not consider that luxury should be expensive, and by consumers who consider and who do not consider luxury to be exclusive. However, significant differences were found in consumers with bandwagon consumption motivations, where activist communication negatively influenced the perception of brand quality. The study allows to add knowledge on the themes of luxury marketing and activist communication, helping marketers in their decision making.
ABSTRACT: The present investigation focused on analysing of the influence of activist communication actions on the main elements that constitute luxury brands, namely, the perception of quality, authenticity, prestige, legitimacy of practicing premium prices and connection with the brand, on the part of luxury brand consumers. These consumers were categorized according to the main behaviours and motivations for consumption of luxury products and according to their perception of luxury, namely, whether it should be expensive and/or exclusive. The methodology was based on conducting an exploratory research, collecting primary data through the dissemination of an online questionnaire with two versions: one with an activist communication action and the other with a communication action without being activist. After applying a factor analysis and using T-tests or Mann-Whitney U tests, comparing the sample that answered the version with activist communication with the sample that responded to the version without activist communication, the main results obtained showed that the action of activist communication did not significantly influence the perception of the analysed factors. The same was verified in consumers without bandwagon consumption motivations, by consumers with snob consumption motivations and without snob consumption motivations, with and without hedonic consumption motivations, with and without extrinsic consumption motivations, by those who consider and by those who do not consider that luxury should be expensive, and by consumers who consider and who do not consider luxury to be exclusive. However, significant differences were found in consumers with bandwagon consumption motivations, where activist communication negatively influenced the perception of brand quality. The study allows to add knowledge on the themes of luxury marketing and activist communication, helping marketers in their decision making.
Description
Keywords
Luxo Marcas de Luxo Marketing de Luxo Ativismo das Marcas Consumidores de Marcas de Luxo