How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler

Detalhes bibliográficos
Autor(a) principal: Baptista, Madalena Luz Gomes e Cruz
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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spelling 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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