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O poder do luxo na perceção do produto

O poder do luxo na perceção do produto

Siham Mourad

65,43 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208944360
65,43 €
IVA incluido
Disponible

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Sobre IBD

A marca, através da sua imagem, dos seus valores e da sua personalidade, confere maior valor ao produto. Este facto é ainda mais evidente quando se trata de uma marca de luxo. O objetivo deste livro é, portanto, compreender o que uma marca de luxo traz realmente ao consumidor, considerando tanto os elementos tangíveis como os intangíveis do produto. Para responder a esta questão, foi efectuada uma análise comparativa entre um produto com uma marca de cosmética de luxo e o mesmo produto em cego. Foram utilizados vários indicadores tangíveis e intangíveis. No final, verificámos que os elementos intangíveis (efeitos-resultados da maquilhagem) eram sobrevalorizados e que os elementos tangíveis eram mais apreciados quando o produto era de marca. Os elementos materiais propriamente ditos (suavidade e fluidez da textura) foram avaliados da mesma forma.

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