Which communication strategy should a male luxury (fashion) brand: associated with a luxury car brand: develop, in order to increase its awareness in Europe
Autor(a) principal: | |
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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. |
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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 |
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1799137872517791744 |