Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe

Detalhes bibliográficos
Autor(a) principal: Iaquinandi, Patrizio Gianmichele
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/10362/16941
Resumo: This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.
id RCAP_9df631cdf790eeb9332c4a3c1acef615
oai_identifier_str oai:run.unl.pt:10362/16941
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in EuropeLuxuryCarCommunication strategyBrand awarenenessDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.Silveira, Catherine daRUNIaquinandi, Patrizio Gianmichele2019-01-30T01:30:16Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/16941TID:201524333enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:54:18Zoai:run.unl.pt:10362/16941Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:23:37.396593Repositório 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 Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
title Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
spellingShingle Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
Iaquinandi, Patrizio Gianmichele
Luxury
Car
Communication strategy
Brand awareneness
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
title_full Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
title_fullStr Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
title_full_unstemmed Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
title_sort Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
author Iaquinandi, Patrizio Gianmichele
author_facet Iaquinandi, Patrizio Gianmichele
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Iaquinandi, Patrizio Gianmichele
dc.subject.por.fl_str_mv Luxury
Car
Communication strategy
Brand awareneness
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury
Car
Communication strategy
Brand awareneness
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.
publishDate 2016
dc.date.none.fl_str_mv 2016-01
2016-01-01T00:00:00Z
2019-01-30T01:30:16Z
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/10362/16941
TID:201524333
url http://hdl.handle.net/10362/16941
identifier_str_mv TID:201524333
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
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
repository.mail.fl_str_mv
_version_ 1799137872517791744

Registros relacionados