Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores
DOI:
https://doi.org/10.7769/gesec.v7i3.506Palavras-chave:
Marcas. Marcas de luxo. Endossador. Efeito país de origem.Resumo
O marketing de marcas de luxo apresenta algumas particularidades em relação ao utilizado em outros mercados. O objetivo principal deste estudo é identificar os efeitos do endossamento de celebridades e do país de origem na avaliação de marcas de luxo. Para tanto, realizaram-se dois experimentos, nos quais as variáveis foram manipuladas por meio de anúncios publicitários desenvolvidos para este fim. Os resultados indicam que a) a avaliação da marca de luxo não é favorecida pela utilização de endossamentos, mesmo de celebridades, e b) existem indícios quanto ao efeito país de origem na moderação da avaliação realizada pelos consumidores em determinadas circunstâncias.Downloads
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