The impact of the Wristwatch on the self

• Autor(a) principal: Pisa, Tiago Miguel Viveiros
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/13833
• topic: Gestão; Comportamento do consumidor; Preferência do consumidor; Valor da marca; Self; Wristwatch; Brands; Symbology; Relógio de pulso; Marcas; Simbologia

In a world where time is everywhere, how has the wristwatch survived this change and how has it adapted? What influences the choice of a given wristwatch brand and how far does it go? The wristwatch has probably become the most influential and dominant accessory for both men and women to wear, in a society ruled by brands and image. The following dissertation seeks to comprehend and delimit to what extent the wristwatch has an impact on the self, as well as comprehending which factors influence the choice of a given wristwatch brand, having its grounds on the area of Consumer Behavior, particularly The Self. Once there is insufficient information available for a reliable interpretation and consequent answer formulation for the research questions, this study resourced to qualitative methods to elucidate on these topics. This research centers its answers on in-depth interviews conducted to nineteen respondents and their respective analysis as well as on extensive education by means of secondary data. It establishes that the wristwatch has a tremendous impact on the self, whether for specific symbolic meanings it might obtain or for conveying an exclusive social status. It determines that the factors that influence the choice of a given wristwatch brand are intrinsically complex, and a product of various triggers such as the impact of social media and our education or the craving of membership and exclusivity. It also shows that the importance given to brands is very likely a growing trend