| Título: |
The defining attributes of a luxury brand for consumers The defining attributes of a luxury brand for consumers Los atributos definitorios de una marca de lujo para los consumidores |
| Autores: |
Liberal Ormaechea, Sheila; Universidad Francisco de Vitoria Sierra Sánchez, Javier; Universidad San Pablo CEU |
| Fecha: | 2013-09-19 |
| Publicador: | Intangible capital |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| Tema: |
luxury brand, attributes, consumers and symbolism. M31, M37 luxury brand, attributes, consumers and symbolism M31, M37 marca de lujo, atributos, consumidores y simbolismo. M31, M37 |
| Descripción: |
Purpose: The aim of this research is to deepen the knowledge about luxury consumption from the paradigm of symbolic consumption through a holistic and multidimensional vision, allowing us to see and understand the perceptions of university consumers.Design/methodology: A literature review of the construct of a luxury brand is performed as part of the theoretical framework, before a descriptive and quantitative empirical study is done, based on university students completing a questionnaire. The aim is to understand their perception about the attributes situating a mark in the luxury segment.Findings: The results of this study contribute to the existing literature on luxury, thus providing a fuller and deeper understanding of the concept. The empirical study conducted with university students provides an idea of their perceptions about the nature of a luxury brand.Research limitations: The socio-cultural and demographic properties of the sample limit the research results to the accessible or new luxury category, and cannot be generalised for the whole sector or for other segments.Practical implications: The knowledge of the perception of luxury of consumers is critical for optimising the strategic management of such brands. The results provide guidance for the design of communication and marketing strategies aimed at the university public, and provide the most relevant features or parameters of luxury for this consumer segment.Social implications: The design of a marketing and communication strategy for a brand involves a thorough understanding of its consumers. Knowing the perceptions of social groups within different market segments is the first step towards an effective stimulation of their purchasing motivations.Originality/Added value: While the luxury sector is particularly attractive for professionals and researchers, in Spain there have been no empirical studies of consumers to extract a strategic value of the conclusions for these brands. Purpose: The aim of this research is to deepen the knowledge about luxury consumption from the paradigm of symbolic consumption through a holistic and multidimensional vision, allowing us to see and understand the perceptions of university consumers.Design/methodology: A literature review of the construct of a luxury brand is performed as part of the theoretical framework, before a descriptive and quantitative empirical study is done, based on university students completing a questionnaire. The aim is to understand their perception about the attributes situating a mark in the luxury segment.Findings: The results of this study contribute to the existing literature on luxury, thus providing a fuller and deeper understanding of the concept. The empirical study conducted with university students provides an idea of their perceptions about the nature of a luxury brand.Research limitations: The socio-cultural and demographic properties of the sample limit the research results to the accessible or new luxury category, and cannot be generalised for the whole sector or for other segments.Practical implications: The knowledge of the perception of luxury of consumers is critical for optimising the strategic management of such brands. The results provide guidance for the design of communication and marketing strategies aimed at the university public, and provide the most relevant features or parameters of luxury for this consumer segment.Social implications: The design of a marketing and communication strategy for a brand involves a thorough understanding of its consumers. Knowing the perceptions of social groups within different market segments is the first step towards an effective stimulation of their purchasing motivations.Originality/Added value: While the luxury sector is particularly attractive for professionals and researchers, in Spain there have been no empirical studies of consumers to extract a strategic value of the conclusions for these brands. Objeto: El propósito de esta investigación es ahondar en el consumo del lujo desde el paradigma del consumo simbólico a través de una visión holística y multidimensional que nos permita contemplar su complejidad y conocer las percepciones de los consumidores universitarios.Diseño/metodología/enfoque: En el marco teórico se lleva a cabo una revisión bibliográfica del constructo de marca de lujo para, posteriormente, realizar un estudio empírico de naturaleza descriptiva y cuantitativa basado en la realización de un cuestionario a alumnos universitarios. El objetivo es conocer su percepción acerca de los atributos que sitúan a una marca en el segmento del lujo.Aportaciones y resultados: Los resultados de esta investigación contribuyen a la literatura existente sobre el lujo proporcionando una comprensión más completa y profunda del concepto. El estudio empírico realizado con alumnos universitarios facilita una idea de cuáles son sus percepciones acerca de la naturaleza de una marca de lujo.Limitaciones: El contexto socio-cultural y las características demográficas de la muestra limitan los resultados de la investigación a la categoría del lujo accesible o nuevo lujo no siendo generalizables al sector en su conjunto ni a otros segmentos de consumidores.Implicaciones prácticas: El conocimiento de la percepción del lujo por parte de los consumidores es fundamental para optimizar la gestión estratégica de este tipo de marcas. Los resultados obtenidos ofrecen una guía para el diseño de estrategias de comunicación y marketing dirigidas al público universitario aportando las dimensiones o características más relevantes del lujo para este segmento de consumidores.Implicaciones sociales: El diseño de la estrategia de marketing y comunicación para una marca supone el conocimiento exhaustivo de sus consumidores. Conocer las percepciones de los grupos sociales que configuran diferentes segmentos de mercado, supone el primer paso hacia la estimulación eficaz de sus motivaciones de compra.Originalidad / Valor añadido: A pesar de que el sector del lujo resulta especialmente atractivo tanto para profesionales como para investigadores, en España no se han realizado estudios empíricos que permitan conocer a sus consumidores y extraer conclusiones de valor estratégico para este tipo de marcas. |
| Idioma: | Inglés |