Dress with finesse - how people see logotypes as status

Detalhes bibliográficos
Autor(a) principal: Coco, Carolina Maria Ranita Rodrigues de
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/10362/123957
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling Dress with finesse - how people see logotypes as statusStatusLogotypesBrand ConspicuousnessConsumer BehaviourFashionDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMLogotypes are a part of a brand’s identity. They are responsible for the recognizability of the brand and what it stands for. Research has shown that buying products that are easily recognizable by others is a form of being a status or a conspicuous consumer or both. This research aims to determine what are the reasons behind consumers wearing clothes that have logotypes on them. Building on existing literature it asks: to what extent does status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influence the decision of wearing visually branded clothing? To achieve this goal, we propose a conceptual model that combines the mentioned variables. A scenario-based online questionnaire was conducted amongst 206 Portuguese individuals and the proposed model was later tested using PLS-SEM estimation. The results indicate that materialism, conspicuous consumers and brand loyalty affect the decision of wearing logotyped clothes. Meanwhile, status consumers, self-monitors, self-esteem, opinion seeker and leaders are not significant in explaining the target variable. Future research should expand the research to different countries and age groups to make sure the sample is more representative as well as use different methodologies such as scenario-based lab experiments.Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo FilipeRUNCoco, Carolina Maria Ranita Rodrigues de2021-07-232024-07-23T00:00:00Z2021-07-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123957TID:202762920enginfo: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:RCAAP2024-03-11T05:05:21Zoai:run.unl.pt:10362/123957Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:15.904309Repositório 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 Dress with finesse - how people see logotypes as status
title Dress with finesse - how people see logotypes as status
spellingShingle Dress with finesse - how people see logotypes as status
Coco, Carolina Maria Ranita Rodrigues de
Status
Logotypes
Brand Conspicuousness
Consumer Behaviour
Fashion
title_short Dress with finesse - how people see logotypes as status
title_full Dress with finesse - how people see logotypes as status
title_fullStr Dress with finesse - how people see logotypes as status
title_full_unstemmed Dress with finesse - how people see logotypes as status
title_sort Dress with finesse - how people see logotypes as status
author Coco, Carolina Maria Ranita Rodrigues de
author_facet Coco, Carolina Maria Ranita Rodrigues de
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Ramos, Ricardo Filipe
RUN
dc.contributor.author.fl_str_mv Coco, Carolina Maria Ranita Rodrigues de
dc.subject.por.fl_str_mv Status
Logotypes
Brand Conspicuousness
Consumer Behaviour
Fashion
topic Status
Logotypes
Brand Conspicuousness
Consumer Behaviour
Fashion
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2021
dc.date.none.fl_str_mv 2021-07-23
2021-07-23T00:00:00Z
2024-07-23T00:00:00Z
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/10362/123957
TID:202762920
url http://hdl.handle.net/10362/123957
identifier_str_mv TID:202762920
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
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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
repository.mail.fl_str_mv
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