How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal

Detalhes bibliográficos
Autor(a) principal: Oberlohr, Madeleine
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/10362/138770
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 further. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted. As a result, three Mugler consumer segments were identified, and the potential of the loyalty drivers and the relationship with the brand were evaluated. Furthermore, the refill concept as one main driver has been further analyzed. The derived recommendations, including online and offline implications, enable Mugler to enhance its refill value proposition.
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spelling How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in PortugalSustainabilityLuxuryFragrancesRefill conceptResponsible luxuryDomínio/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 further. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted. As a result, three Mugler consumer segments were identified, and the potential of the loyalty drivers and the relationship with the brand were evaluated. Furthermore, the refill concept as one main driver has been further analyzed. The derived recommendations, including online and offline implications, enable Mugler to enhance its refill value proposition.Risques, InêsSilveira, Catherine daRUNOberlohr, Madeleine2022-05-27T08:24:10Z2022-01-182021-12-172022-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138770TID:202973956enginfo: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:RCAAP2024-03-11T05:16:05Zoai:run.unl.pt:10362/138770Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:12.338131Repositório 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? - an analysis of Mugler-s refill value proposition in Portugal
title How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
spellingShingle How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
Oberlohr, Madeleine
Sustainability
Luxury
Fragrances
Refill concept
Responsible luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
title_full How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
title_fullStr How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
title_full_unstemmed How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
title_sort How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal
author Oberlohr, Madeleine
author_facet Oberlohr, Madeleine
author_role author
dc.contributor.none.fl_str_mv Risques, Inês
Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Oberlohr, Madeleine
dc.subject.por.fl_str_mv Sustainability
Luxury
Fragrances
Refill concept
Responsible luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Sustainability
Luxury
Fragrances
Refill concept
Responsible luxury
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 further. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted. As a result, three Mugler consumer segments were identified, and the potential of the loyalty drivers and the relationship with the brand were evaluated. Furthermore, the refill concept as one main driver has been further analyzed. The derived recommendations, including online and offline implications, enable Mugler to enhance its refill value proposition.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-05-27T08:24:10Z
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/10362/138770
TID:202973956
url http://hdl.handle.net/10362/138770
identifier_str_mv TID:202973956
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
repository.mail.fl_str_mv
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