Escala para o consumo de produtos de luxo: indicadores de validade e precisão
DOI:
https://doi.org/10.5902/1983465917516Parole chiave:
Consumo, Produtos de luxo, Comportamento do consumidorAbstract
O consumo de produtos de luxo é complexo em sua essência, centrado nos desejos, alvo das realizações humanas, ambientado no contexto simbólico e comportamental. Diante desta complexidade, este estudo objetiva validar uma escala para o consumo de produtos de luxo validar uma escala para o consumo de produtos de luxo e analisar suas relações com as dimensões diferenciação; exclusividade; funcional; prazer; status e tradição. Esta pesquisa quantitativa e descritiva foi desenvolvida em três campos distintos (Goiânia, Palmas e Uberlândia), onde foram entrevistados 385 consumidores de produtos de luxo. A escala final foi composta por 35 questões que apresentaram índices adequados de consistência interna e estabilidade fatorial. As análises indicaram que o fator exclusividade, tradição e status são elementos fundamentais para o consumo do luxo, sendo que tradição se apresenta como aspecto mais importante na busca do prazer. Depreende-se também que a exclusividade é o elemento chave para a diferenciação de bens e serviços de luxo. Ademais, a contribuição do estudo estende-se à área de desenvolvimento de produto e qualidade, visto que o instrumento pode auxiliar profissionais no desenvolvimento de produtos e atendimento, em mercados premium e masstige (produtos de massa e prestígio).
Downloads
Riferimenti bibliografici
ALLÉRÈS, D. Luxe... : Stratégies, Marketing. 4a ed. Paris: Economica, 2005.
BAUDRILLARD, J. sociedade de consumo. Lisboa: Edições 70, 1981.
BAUMAN, Z. Modernidade Líquida. Rio de Janeiro: Jorge Zahar, 2001.
BOURDIEU, P. O poder simbólico. Rio de Janeiro: Bertrand Brasil, 1989.
BOURDIEU, P. Distinction: A social critique of the judgement of taste. [s.l.] Routledge, 2013.
CASTAREDE, J. Le Luxe. [s.l.] Presses universitaires de France, 1992.
CAVENDER, C.; KINCADE, D. Management of a luxury brand: dimensions and sub-variables from a case study of LVMH. Journal of Fashion Marketing and Management: An International Journal, v. 18, n. 2, p. 231–248, 2014.
CERVELLON, M.; COUDRIET, R. Brand social power in luxury retail Manifestations of brand dominance. International Journal of Retail & Distribution Management, v. 41, n. 11, p. 869–884, 2013.
CHANG, Y. et al. The effect of perceived brand leadership on luxury service WOM. Journal of Services Marketing, v. 30, n. 6, p. 103–111, 2016.
CHIN, W. W. Commentary: Issues and Opinion on Structural Equation Modeling. MIS Quarterly, v. 22, n. 1, p. 1, 1998.
CHOO, H. J. et al. Luxury customer value. Journal of Fashion Marketing and Management: An International Journal, v. 16, n. 1, p. 81–101, 2012.
DOSS, F.; ROBINSON, T. Luxury perceptions: luxury brand vs counterfeit for young US female consumers. Journal of Fashion Marketing and Management: An International Journal, v. 17, n. 4, p. 424–439, 2013.
DOUGLAS, M.; ISHERWOOD, B. The world of goods. [s.l: s.n.].
DUBOIS, B.; CZELLAR, S.; LAURENT, G. Consumer Segmentation Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries. Marketing Letters, v. 16, n. 2, p. 115–128, 2005.
FEATHERSTONE, M. Consumer culture and postmodernism. [s.l.] Sage, 2002.
GODEY, B. et al. Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior. Journal of Business Research, 2016.
HAIR, J. F. et al. Hair, Joseph F., et al. Multivariate data analysis. 5a ed. New York: Prentice Hall, 1998.
HOLLEBEEK, L. D.; CHEN, T. Exploring positively- versus negatively-valenced brand engagement: A conceptual model. Journal of Product and Brand Management, v. 23, n. 1, 2014.
HUBER, A. Theorising the dynamics of collaborative consumption practices: A comparison of peer-to-peer accommodation and cohousing. Environmental Innovation and Societal Transitions, v. 23, p. 53–69, 2017.
HUGHES, D. E.; AHEARNE, M. Energizing the Reseller ’ s Sales Force : The Power of Identification, Brand. Journal of Marketing, v. 74, n. July, p. 81–96, 2010.
KAPFERER, J. The artification of luxury: From artisans to artists. Business Horizons, v. 57, n. 3, p. 371–380, 2014.
LATTIN, J. M.; CARROL, J. D.; GREEN, P. Analyzing Multivariate Data. Pacific Grove, CA, CA: Thompson Group, 2011.
LII, Y.-S.; WU, K.-W.; DING, M.-C. Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations. Corporate Social Responsibility and Environmental Management, v. 20, n. 1, 2013.
LIPOVETSKY, G.; ROUX, E. Le luxe éternel de L’Âge du Sacré au Temps des Marques. [s.l.] Gallimard, 2003.
MAKKAR, M.; YAP, S. The anatomy of the inconspicuous luxury fashion experience. Journal of Fashion Marketing and Management: An International Journal, v. 22, n. 1, p. 129–156, 2018.
MARCONDES, R. C. vestuário feminino no Brasil. Cadernos EBAPE.BR, v. 8, n. 3, p. 514–534, 2010.
MCCLELLAND, D. C. Managing Motivation to Expand Human Freedom. American Psychologist, v. 33, n. 3, p. 201, 1978.
MCCRACKEN, G. Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of
Consumer Research, v. 13, n. 1, p. 71–84, 1986.
PARGUEL, B.; DELÉCOLLE, T.; VALETTE-FLORENCE, P. How price display influences consumer luxury perceptions. Journal of Business Research, v. 69, n. 1, p. 341–348, jan. 2016.
ROCHA, E. Culpa e prazer : imagens do consumo na cultura de massa. Comunicação, mídia e consumo, v. 3, n. 2, p. 123–138, 2005.
SERRAF, G. Le produit de luxe: somptuaire ou ostentatoire? Revue Francaise de Marketing, v. 2, n. 3, p. 7–15, 1991.
TRUONG, Y.; MCCOLL, R.; KITCHEN, P. New luxury brand positioning and the emergence of Masstige brands New Luxury Brand Positioning : The Emergence of Masstige Brands PLEASE CITE AS : Journal of Brand Management, v. 16, n. 5, p. 375–382, 2009.
VALARIE A. ZEITHAML. of Consumer Perceptions A Means-End Value : Quality , and Model Synthesis of Evidence. Journal of Marketing, v. 52, n. 3, p. 2–22, 2012.
VALETTE-FLORENCE, P.; KAPFERER, J.-N.; VALETTE-FLORENCE, P. Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, v. 25, n. 2, p. 120–133, 2016.
VEBLEN, T. The Theory of the Leisure lass. [s.l.] Routledge, 2017.
VIGNERON, F.; JOHNSON, L. W. A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior and. Academ of Marketing Science Review, v. 1, n. 12, p. 1–15, 1999.
VIGNERON, F.; JOHNSON, L. W. Measuring Perceptions of Brand Luxury. [s.l: s.n.].
WALLEY, K. et al. The key dimensions of luxury from a UK consumers’ perspective. Marketing Intelligence & Planning, v. 31, n. 7, p. 823–837, 2013.
WALSH, G.; SCHAARSCHMIDT, M.; IVENS, S. Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing. Journal of Product & Brand Management, v. 26, n. 3, p. 227–238, 2017.
WOLF, H. L. et al. A conceptualization of the perceptions and motivators that drive luxury wine consumption. International Journal of Wine Business Research, v. 28, n. 2, p. 222–245, 2016.
WU, J.; LI, S.; LI, Z. The contingent value of CEO political connections: A study on IPO performance in China. Asia Pacific Journal of Management, v. 30, n. 4, 2013.
ZARANTONELLO, L. et al. Brand hate. Journal of Product & Brand Management, v. 25, n. 1, p. 11–25, 2016.
##submission.downloads##
Pubblicato
Come citare
Fascicolo
Sezione
Licenza
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.
