Marca exportada é melhor do que uma apenas local

• Autor(a) principal: Strehlau, Vivian
• Data de Publicação: 2008
• Outros Autores: Bacha, Maria de Lourdes, Strehlau, Suzane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Internext
• Texto Completo: https://internext.espm.br/internext/article/view/50
• topic: Marca; Imagem; Moda; Brand; Image; Fashion; http; //databases.unesco.org/thesaurus/

Brazilian bikini brands have a good image either in Europe and United States of America, but little is known about its influence in Brazilian consumers. This study tried to identify what are the main factors that influence the choice of major exported bikini brands by young women. It is also intended to verify if there is a better perceived value concerning to the exported brand. This article is supported by a quantitative exploratory research. A structured questionnaire was developed to obtain data. 179 women between 18 and 35 years old (considered as heavy users) belonging to AB social economic level were surveyed. Women were selected using a non-probabilistic, per convenience method was used. A quantitative analysis using SPSS was done. Main findings include the identification that exported bikini brands influence positively the decision process. The most relevant factors founded were fashion (the most important) followed by design, model and comfort.