The determinantes of attitudes towards luxury : moderated by saving and luxury

Detalhes bibliográficos
Autor(a) principal: Cerqueira, Cristina Cristino
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10316/30009
Resumo: Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
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spelling The determinantes of attitudes towards luxury : moderated by saving and luxuryLuxuryAttitudes towards luxuryPurchase intention in a luxury marketSlogansAdvertising copyConsumer behaviourDissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.The luxury segment is one of the fastest growing and most profitable segments, yet it is largely understudied. In order to maximize their potential, luxury brands must have a clear understanding of the attitudes and perceptions their potential clients have, especially how their marketing tactics affect the attitudes and purchase intention of the their potential buyers. The main objective of this thesis is to investigate the effects advertising copy has on attitudes and purchase intention in the luxury market. Previous studies have shown that brands have priming effects on consumers, whereas, slogans have a reverse priming effect. A luxury brand will induce a consumer to spend more, whereas, a non-luxury brand will not induce spending. Slogans exert a reverse effect, a slogan aimed at luxury induces thriftiness, whereas, a slogan that implies saving will induce the consumer to spend more. Thus, this study aims to show whether a savings or luxury message, in the form of a message and not a slogan, affects the shopping habits of individuals in the luxury sector. This would be particularly interesting for the luxury sector, since messages found in advertisements can more easily be changed in comparison to slogans. In addition, the messages can be altered and tailored for specific audiences, whereas a slogan tends to be the same for all audiences. The group investigated for this study was selected via social networking sites and the author’s network of family and friends. Due to the author’s Canadian heritage and current living conditions, the participants were from Portugal and Canada. A sample T test revealed no significant differences between Canadian and Portuguese participants. An empirical analysis with a quantitative and descriptive methodology was used. The questionnaire was distributed to 133 participants. Since luxury can be a subjective term, participants were asked to think of a luxury product and associate the statements/questions in the questionnaire to their chosen product. In conclusion, the results of this study were mixed. It was found that the savings message had no effect on purchase intention or on the overall luxury perception of consumers. However, the luxury message had a positive impact on purchase intention and the overall luxury perception. In accordance with the literature review the luxury message should have had a negative effect on purchase intention. Furthermore, this study found that unique experience, symbolic value, luxury message, and other directed symbolic value all have a positive influence on purchase intention. Moreover, it was found that luxury message, vanity-physical and social influence, have a positive effect on overall luxury perception. In other words, a luxury brand that wants to increase sales should focus on unique experiences offered by the brand; symbolic value and other directed symbolic value as well as a luxury message to consumers. If a brand wishes to increase their overall perception among consumers they should focus on physical vanity, social influence and a luxury message.FEUC2015-09-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttp://hdl.handle.net/10316/30009http://hdl.handle.net/10316/30009TID:201479176engCerqueira, Cristina Cristino - The determinantes of attitudes towards luxury : moderated by saving and luxury, Coimbra, 2015Cerqueira, Cristina Cristinoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-01-20T17:48:40Zoai:estudogeral.uc.pt:10316/30009Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:46:54.316580Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The determinantes of attitudes towards luxury : moderated by saving and luxury
title The determinantes of attitudes towards luxury : moderated by saving and luxury
spellingShingle The determinantes of attitudes towards luxury : moderated by saving and luxury
Cerqueira, Cristina Cristino
Luxury
Attitudes towards luxury
Purchase intention in a luxury market
Slogans
Advertising copy
Consumer behaviour
title_short The determinantes of attitudes towards luxury : moderated by saving and luxury
title_full The determinantes of attitudes towards luxury : moderated by saving and luxury
title_fullStr The determinantes of attitudes towards luxury : moderated by saving and luxury
title_full_unstemmed The determinantes of attitudes towards luxury : moderated by saving and luxury
title_sort The determinantes of attitudes towards luxury : moderated by saving and luxury
author Cerqueira, Cristina Cristino
author_facet Cerqueira, Cristina Cristino
author_role author
dc.contributor.author.fl_str_mv Cerqueira, Cristina Cristino
dc.subject.por.fl_str_mv Luxury
Attitudes towards luxury
Purchase intention in a luxury market
Slogans
Advertising copy
Consumer behaviour
topic Luxury
Attitudes towards luxury
Purchase intention in a luxury market
Slogans
Advertising copy
Consumer behaviour
description Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
publishDate 2015
dc.date.none.fl_str_mv 2015-09-30
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10316/30009
http://hdl.handle.net/10316/30009
TID:201479176
url http://hdl.handle.net/10316/30009
identifier_str_mv TID:201479176
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Cerqueira, Cristina Cristino - The determinantes of attitudes towards luxury : moderated by saving and luxury, Coimbra, 2015
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv FEUC
publisher.none.fl_str_mv FEUC
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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