Mass Exclusivity Assessing whether it brings value to luxury brands

• Autor(a) principal: Dias, Catarina Isabel Pascoal Gonçalves Pereira
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.6/11276
• topic: Brand Equity; Branding; Consumer Behaviour; Fashion Design; Influencer Marketing; Luxury; Mass Exclusivity; Domínio/Área Científica:: Humanidades::Artes::Design de Moda

Mass Exclusivity is a strategy that most luxury brands are putting into place to increase popularity and revenues. The brand usually creates brand extensions targeting middle-class consumer, such as Millennials. The purpose of this dissertation is to evaluate if this strategy is boosting the value of luxury brands in Portugal. To answer this question, we performed an exploratory qualitative study. Following a quantitive study about Louis Vuitton, which was a questionnaire to confirm our hypotheses. This last study included an adaptation of the Multidimensional Brand Equity (MBE) and Overall Brand Equity (OBE) scales from Yoo and Donthu (2001), and the Masstige Index Measure scale from Paul (2019). The mass exclusivity strategy is not damaging this particular brand. Moreover, it is increasing value because it is generating more awareness (through influencer marketing) and attainability among potential Millennial clients. However, luxury brands still have lower brand loyalty between Millennials. Therefore it is necessary to increase this feature among possible consumers. We have also found that although the socio-economic status is important, it is not a determining factor when this generation chooses to purchase a luxury brand product. This dissertation emphasises the relevance of the connection between brand and buyer, and how middle-class people are an excellent target for luxury brands to explore.