How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler
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/10362/139164 |
Resumo: | The main purpose of this work project is to analyze Mugler’s capacity to boost and reach the full potential of its perfumes brand loyalty to retain consumers in Portugal. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted and the loyalty drivers and the relationship with the brand were evaluated. Since it is missing a low level of affection and knowledge between consumers and the brand, several recommendations were suggested. The proposed revision in the portfolio and in its communication will link Mugler with its heritage and to leverage the brand’s perception. |
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How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for MuglerLuxuryFashionBrand loyaltyLuxury brandsFragrancesHaute coutureAngelPerfumesMuglerBrand architectureDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe main purpose of this work project is to analyze Mugler’s capacity to boost and reach the full potential of its perfumes brand loyalty to retain consumers in Portugal. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted and the loyalty drivers and the relationship with the brand were evaluated. Since it is missing a low level of affection and knowledge between consumers and the brand, several recommendations were suggested. The proposed revision in the portfolio and in its communication will link Mugler with its heritage and to leverage the brand’s perception.Risques, InêsSilveira, Catherine daRUNBaptista, Madalena Luz Gomes e Cruz2022-06-01T14:18:12Z2022-01-182021-12-172022-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139164TID:202998738enginfo: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:RCAAP2024-03-11T05:16:30Zoai:run.unl.pt:10362/139164Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:20.629455Repositório 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 |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
title |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
spellingShingle |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler Baptista, Madalena Luz Gomes e Cruz Luxury Fashion Brand loyalty Luxury brands Fragrances Haute couture Angel Perfumes Mugler Brand architecture Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
title_full |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
title_fullStr |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
title_full_unstemmed |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
title_sort |
How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler |
author |
Baptista, Madalena Luz Gomes e Cruz |
author_facet |
Baptista, Madalena Luz Gomes e Cruz |
author_role |
author |
dc.contributor.none.fl_str_mv |
Risques, Inês Silveira, Catherine da RUN |
dc.contributor.author.fl_str_mv |
Baptista, Madalena Luz Gomes e Cruz |
dc.subject.por.fl_str_mv |
Luxury Fashion Brand loyalty Luxury brands Fragrances Haute couture Angel Perfumes Mugler Brand architecture Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury Fashion Brand loyalty Luxury brands Fragrances Haute couture Angel Perfumes Mugler Brand architecture Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The main purpose of this work project is to analyze Mugler’s capacity to boost and reach the full potential of its perfumes brand loyalty to retain consumers in Portugal. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted and the loyalty drivers and the relationship with the brand were evaluated. Since it is missing a low level of affection and knowledge between consumers and the brand, several recommendations were suggested. The proposed revision in the portfolio and in its communication will link Mugler with its heritage and to leverage the brand’s perception. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-17 2022-06-01T14:18:12Z 2022-01-18 2022-01-18T00:00:00Z |
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/10362/139164 TID:202998738 |
url |
http://hdl.handle.net/10362/139164 |
identifier_str_mv |
TID:202998738 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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 |
institution |
RCAAP |
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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1799138092647448576 |