A luxury brand conceptualization proposal
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10773/30615 |
Resumo: | This dissertation aims to broaden the understanding of luxury consumption and luxury brands. As there is no globally accepted definition of “luxury brand”, it is the purpose of this dissertation to propose a workable definition of luxury brand that can be employed to accurately describe the construct in the different product categories and sectors. Based on the literature review, a conceptual model was developed to explain the luxury brand construct through 12 dimensions: (1) awareness, (2) identity, (3) image associations, (4) aesthetics, (5) quality, (6) consumer expectations, (7) co-creation value, (8) autarchic financial value, (9) exclusivity, (10) authenticity, (11) desirability, and (12) emotional connections. To meet this goal, this dissertation overviews (a) the history of luxury, (b) the etymological origins and semantic evolution of its associated terms, (c) the analysis and critique of current definitions for luxury, luxury brands, and luxury products, (d) the meta-theoretical recommendations for the development of a good definition, (e) the consumer’s perceptions on luxury, and (f) the luxury brand’s managerial idiosyncrasies. Suggestions for future research are provided at the end of this dissertation. |
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A luxury brand conceptualization proposalLuxury brandBrandingLuxury brand definitionConsumer perceptionsConceptual modelThis dissertation aims to broaden the understanding of luxury consumption and luxury brands. As there is no globally accepted definition of “luxury brand”, it is the purpose of this dissertation to propose a workable definition of luxury brand that can be employed to accurately describe the construct in the different product categories and sectors. Based on the literature review, a conceptual model was developed to explain the luxury brand construct through 12 dimensions: (1) awareness, (2) identity, (3) image associations, (4) aesthetics, (5) quality, (6) consumer expectations, (7) co-creation value, (8) autarchic financial value, (9) exclusivity, (10) authenticity, (11) desirability, and (12) emotional connections. To meet this goal, this dissertation overviews (a) the history of luxury, (b) the etymological origins and semantic evolution of its associated terms, (c) the analysis and critique of current definitions for luxury, luxury brands, and luxury products, (d) the meta-theoretical recommendations for the development of a good definition, (e) the consumer’s perceptions on luxury, and (f) the luxury brand’s managerial idiosyncrasies. Suggestions for future research are provided at the end of this dissertation.A presente dissertação tem por objetivo aprofundar o conhecimento na área do consumo de luxo e das marcas de luxo. Por não existir uma definição de “marca de luxo” universalmente aceite, é o propósito desta dissertação propor uma definição operacional de marca de luxo que seja capaz de descrever o conceito com precisão em diferentes categorias de produto e setores de atividade. Com base na revisão da literatura, é desenvolvido um modelo conceptual para explicar o constructo marca de luxo através de 12 dimensões: (1) awareness, (2) identidade, (3) associações à imagem, (4) estética, (5) qualidade, (6) expectativas do consumidor, (7) co-criação de valor, (8) valor financeiro autárquico, (9) exclusividade, (10) autenticidade, (11) desejo, e (12) ligações emocionais profundas. De forma a alcançar o objetivo a que se propõe, a presente dissertação (a) descreve o panorama geral da história do luxo, (b) estuda as origens etimológicas e evolução semântica dos termos associados ao luxo, (c) faz a análise crítica das definições atuais de luxo, marca de luxo, e produto de luxo, (d) considera as recomendações metateóricas para a criação de uma boa definição, (e) estuda as perceções do consumidor relativas ao luxo, e (f) expõe as especificidades das marcas de luxo e da sua boa gestão. No final desta dissertação, são ainda propostas algumas recomendações para investigações futuras.2021-02-17T14:25:36Z2021-01-29T00:00:00Z2021-01-29info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10773/30615engGrande, Diogo Micael Pires Campoinfo: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:RCAAP2024-02-22T11:59:09Zoai:ria.ua.pt:10773/30615Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:02:40.408097Repositório 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 |
A luxury brand conceptualization proposal |
title |
A luxury brand conceptualization proposal |
spellingShingle |
A luxury brand conceptualization proposal Grande, Diogo Micael Pires Campo Luxury brand Branding Luxury brand definition Consumer perceptions Conceptual model |
title_short |
A luxury brand conceptualization proposal |
title_full |
A luxury brand conceptualization proposal |
title_fullStr |
A luxury brand conceptualization proposal |
title_full_unstemmed |
A luxury brand conceptualization proposal |
title_sort |
A luxury brand conceptualization proposal |
author |
Grande, Diogo Micael Pires Campo |
author_facet |
Grande, Diogo Micael Pires Campo |
author_role |
author |
dc.contributor.author.fl_str_mv |
Grande, Diogo Micael Pires Campo |
dc.subject.por.fl_str_mv |
Luxury brand Branding Luxury brand definition Consumer perceptions Conceptual model |
topic |
Luxury brand Branding Luxury brand definition Consumer perceptions Conceptual model |
description |
This dissertation aims to broaden the understanding of luxury consumption and luxury brands. As there is no globally accepted definition of “luxury brand”, it is the purpose of this dissertation to propose a workable definition of luxury brand that can be employed to accurately describe the construct in the different product categories and sectors. Based on the literature review, a conceptual model was developed to explain the luxury brand construct through 12 dimensions: (1) awareness, (2) identity, (3) image associations, (4) aesthetics, (5) quality, (6) consumer expectations, (7) co-creation value, (8) autarchic financial value, (9) exclusivity, (10) authenticity, (11) desirability, and (12) emotional connections. To meet this goal, this dissertation overviews (a) the history of luxury, (b) the etymological origins and semantic evolution of its associated terms, (c) the analysis and critique of current definitions for luxury, luxury brands, and luxury products, (d) the meta-theoretical recommendations for the development of a good definition, (e) the consumer’s perceptions on luxury, and (f) the luxury brand’s managerial idiosyncrasies. Suggestions for future research are provided at the end of this dissertation. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-02-17T14:25:36Z 2021-01-29T00:00:00Z 2021-01-29 |
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/10773/30615 |
url |
http://hdl.handle.net/10773/30615 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137682377408512 |