Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/689 |
Resumo: | With the growth of the population's income levels, driven by the strengthening of the economy of emerging countries and the desire of these consumers to enjoy the prestige that luxury has, companies saw an opportunity to expand their business, with the emergence of the masstige segment, that combines the prestige of luxury brands with a more affordable price. In Brazil, some masstige brands glimpsed in promotional actions the possibility of expanding their market even more, generating brand recognition and experimentation, becoming gifts from third-party brands. The objective of the present study is to understand the perceptions of consumers in relation to the masstige brands presented and to understand the associations made when such brands are involved in promotional actions. To achieve the proposed objectives, we used a qualitative methodology with semi-structured interviews and the research sought out consumers of masstige brands and residents in Brazil. The sample consisted of 20 respondents, the field study was carried out between March and April 2022 and the data were analyzed through content analysis. The survey results show that the most recognized attributes of masstige brands are quality, status and prestige. As for the promotional actions, they are considered an incentive to increase the average purchase price and allow the experimentation of the brand and product by a lay public. The study also provides evidence that when the gift brand has a perceived prestige similar to the donor brand, consumers rated the action positively and were interested in participating and when there is a significant discrepancy in the prestige, quality or audience of the brands, there is impartiality in the consumer's judgment or the donor brand is negatively affected, reinforcing the need for symmetry in certain characteristics of the masstige brand of the gift and the donor brand. It is concluded that the findings of the present research contribute to the literature and the market, exposing the main attributes of the masstige brands presented and the consumer's perception of promotional actions with gifts. |
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Cordeiro, Rafaela AlmeidaStrehlau, SuzaneCrotti, Maria Stela Reis227.930.988-25Silva, Daiane Estevão Arcanjo da2023-07-13T15:20:28Z2022-06-14Silva, Daiane Estevão Arcanjo da. Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais. 2022. [204 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo].http://tede2.espm.br/handle/tede/689With the growth of the population's income levels, driven by the strengthening of the economy of emerging countries and the desire of these consumers to enjoy the prestige that luxury has, companies saw an opportunity to expand their business, with the emergence of the masstige segment, that combines the prestige of luxury brands with a more affordable price. In Brazil, some masstige brands glimpsed in promotional actions the possibility of expanding their market even more, generating brand recognition and experimentation, becoming gifts from third-party brands. The objective of the present study is to understand the perceptions of consumers in relation to the masstige brands presented and to understand the associations made when such brands are involved in promotional actions. To achieve the proposed objectives, we used a qualitative methodology with semi-structured interviews and the research sought out consumers of masstige brands and residents in Brazil. The sample consisted of 20 respondents, the field study was carried out between March and April 2022 and the data were analyzed through content analysis. The survey results show that the most recognized attributes of masstige brands are quality, status and prestige. As for the promotional actions, they are considered an incentive to increase the average purchase price and allow the experimentation of the brand and product by a lay public. The study also provides evidence that when the gift brand has a perceived prestige similar to the donor brand, consumers rated the action positively and were interested in participating and when there is a significant discrepancy in the prestige, quality or audience of the brands, there is impartiality in the consumer's judgment or the donor brand is negatively affected, reinforcing the need for symmetry in certain characteristics of the masstige brand of the gift and the donor brand. It is concluded that the findings of the present research contribute to the literature and the market, exposing the main attributes of the masstige brands presented and the consumer's perception of promotional actions with gifts.Com o crescimento dos níveis de renda da população, impulsionados pelo fortalecimento da economia de países emergentes e o desejo desses consumidores de desfrutarem do prestígio que o luxo possui, as empresas viram uma oportunidade de expansão de seus negócios, com o surgimento do segmento masstige, que combina o prestígio das marcas de luxo com um preço mais acessível. No Brasil, algumas marcas masstige vislumbraram nas ações promocionais, a possibilidade de expandir ainda mais seu mercado, gerando reconhecimento de marca e experimentação, tornaram-se brindes de marcas terceiras. O objetivo do presente estudo é entender as percepções de consumidores em relação as marcas masstige apresentadas e compreender as associações realizadas quando tais marcas são envolvidas em ações promocionais. Para alcançar os objetivos propostos, utilizamos a metodologia qualitativa com entrevistas semiestruturadas e a pesquisa procurou consumidores de marcas masstige e residentes no Brasil. A amostra foi composta por 20 respondentes, o estudo de campo foi realizado entre março e abril de 2022 e os dados foram examinados por meio de análise de conteúdo. Os resultados da pesquisa evidenciam que os atributos mais reconhecidos das marcas masstige são qualidade, status e o prestígio. Quanto as ações promocionais, elas são consideradas um incentivo para o aumento do preço médio da compra e possibilita a experimentação da marca e produto por um público leigo. O estudo também oferece evidências que quando a marca do brinde possui um prestígio percebido semelhante ao da marca doadora, os consumidores classificaram a ação de forma positiva e mostraram-se interessados em participar e quando há uma discrepância significativa no prestígio, qualidade ou público das marcas, há uma imparcialidade no julgamento do consumidor ou a marca doadora é afetada negativamente, reforçando a necessidade da simetria em determinadas características da marca masstige do brinde e da marca doadora. Conclui-se assim que os achados da presente pesquisa contribuem para a literatura e mercado, expondo os principais atributos das marcas masstige apresentadas e a percepção do consumidor quanto a ações promocionais com brindes.Submitted by Débora Silva (deborasilva@espm.br) on 2023-07-12T20:07:10Z No. of bitstreams: 1 Daiane Estevao Arcanjo da Silva.pdf: 3204430 bytes, checksum: bc44a8002b6bb1f72bbc81a44cf534bf (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-07-13T15:12:17Z (GMT) No. of bitstreams: 1 Daiane Estevao Arcanjo da Silva.pdf: 3204430 bytes, checksum: bc44a8002b6bb1f72bbc81a44cf534bf (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-07-13T15:18:45Z (GMT) No. of bitstreams: 1 Daiane Estevao Arcanjo da Silva.pdf: 3204430 bytes, checksum: bc44a8002b6bb1f72bbc81a44cf534bf (MD5)Made available in DSpace on 2023-07-13T15:20:28Z (GMT). No. of bitstreams: 1 Daiane Estevao Arcanjo da Silva.pdf: 3204430 bytes, checksum: bc44a8002b6bb1f72bbc81a44cf534bf (MD5) Previous issue date: 2022-06-14application/pdfhttp://tede2.espm.br/retrieve/2448/Daiane%20Estevao%20Arcanjo%20da%20Silva.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensuconcept luxury; lux; free gift; masstigeconcept luxury; lux; free gift; masstigeCIENCIAS SOCIAIS APLICADAS::COMUNICACAOQue luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionaisWhat a luxury this gift is!: an investigation into masstige brands and promotional actionsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILDaiane Estevao Arcanjo da Silva.pdf.jpgDaiane Estevao Arcanjo da Silva.pdf.jpgimage/jpeg1943http://tede2.espm.br:8080/tede/bitstream/tede/689/4/Daiane+Estevao+Arcanjo+da+Silva.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD54TEXTDaiane Estevao Arcanjo da Silva.pdf.txtDaiane Estevao Arcanjo da Silva.pdf.txttext/plain434148http://tede2.espm.br:8080/tede/bitstream/tede/689/3/Daiane+Estevao+Arcanjo+da+Silva.pdf.txtc03bfec5a8f0cf2eee91060c7ef9fbcaMD53ORIGINALDaiane Estevao Arcanjo da Silva.pdfDaiane Estevao Arcanjo da Silva.pdfapplication/pdf3204430http://tede2.espm.br:8080/tede/bitstream/tede/689/2/Daiane+Estevao+Arcanjo+da+Silva.pdfbc44a8002b6bb1f72bbc81a44cf534bfMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/689/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/6892023-07-14 01:00:19.246oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2023-07-14T04:00:19Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
dc.title.alternative.eng.fl_str_mv |
What a luxury this gift is!: an investigation into masstige brands and promotional actions |
title |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
spellingShingle |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais Silva, Daiane Estevão Arcanjo da concept luxury; lux; free gift; masstige concept luxury; lux; free gift; masstige CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
title_full |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
title_fullStr |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
title_full_unstemmed |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
title_sort |
Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais |
author |
Silva, Daiane Estevão Arcanjo da |
author_facet |
Silva, Daiane Estevão Arcanjo da |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.referee1.fl_str_mv |
Strehlau, Suzane |
dc.contributor.referee2.fl_str_mv |
Crotti, Maria Stela Reis |
dc.contributor.authorID.fl_str_mv |
227.930.988-25 |
dc.contributor.author.fl_str_mv |
Silva, Daiane Estevão Arcanjo da |
contributor_str_mv |
Cordeiro, Rafaela Almeida Strehlau, Suzane Crotti, Maria Stela Reis |
dc.subject.por.fl_str_mv |
concept luxury; lux; free gift; masstige |
topic |
concept luxury; lux; free gift; masstige concept luxury; lux; free gift; masstige CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
concept luxury; lux; free gift; masstige |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
With the growth of the population's income levels, driven by the strengthening of the economy of emerging countries and the desire of these consumers to enjoy the prestige that luxury has, companies saw an opportunity to expand their business, with the emergence of the masstige segment, that combines the prestige of luxury brands with a more affordable price. In Brazil, some masstige brands glimpsed in promotional actions the possibility of expanding their market even more, generating brand recognition and experimentation, becoming gifts from third-party brands. The objective of the present study is to understand the perceptions of consumers in relation to the masstige brands presented and to understand the associations made when such brands are involved in promotional actions. To achieve the proposed objectives, we used a qualitative methodology with semi-structured interviews and the research sought out consumers of masstige brands and residents in Brazil. The sample consisted of 20 respondents, the field study was carried out between March and April 2022 and the data were analyzed through content analysis. The survey results show that the most recognized attributes of masstige brands are quality, status and prestige. As for the promotional actions, they are considered an incentive to increase the average purchase price and allow the experimentation of the brand and product by a lay public. The study also provides evidence that when the gift brand has a perceived prestige similar to the donor brand, consumers rated the action positively and were interested in participating and when there is a significant discrepancy in the prestige, quality or audience of the brands, there is impartiality in the consumer's judgment or the donor brand is negatively affected, reinforcing the need for symmetry in certain characteristics of the masstige brand of the gift and the donor brand. It is concluded that the findings of the present research contribute to the literature and the market, exposing the main attributes of the masstige brands presented and the consumer's perception of promotional actions with gifts. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-06-14 |
dc.date.accessioned.fl_str_mv |
2023-07-13T15:20:28Z |
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info:eu-repo/semantics/publishedVersion |
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Silva, Daiane Estevão Arcanjo da. Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais. 2022. [204 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo]. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/689 |
identifier_str_mv |
Silva, Daiane Estevão Arcanjo da. Que luxo é esse brinde!: uma investigação sobre marcas masstige e ações promocionais. 2022. [204 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo]. |
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