Comunicação e marketing no mercado de luxo : as redes sociais e o impacto da contrafação
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2025
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O processo estratégico de comunicar a proposta de valor distintiva de uma marca de luxo ao seu mercado-alvo é referido como comunicação na área do marketing de luxo. Implica o desenvolvimento de mensagens envolventes, a escolha dos canais de distribuição certos e o cultivo de ligações profundas com os clientes. Como os serviços e produtos de luxo se distinguem pela exclusividade, excelência e acabamento, esses aspetos requerem uma compreensão das preferências do público alvo, para uma melhor taxa de sucesso entre a concorrência. O mercado do luxo é altamente competitivo e conta com diversas marcas de luxo bem estabelecidas e de renome que competem por quotas de mercado. Porém, no contexto atual, e a nível global, as marcas confrontam-se, ainda, com o elevado crescimento da indústria da contrafação. O ato ilícito de criar e comercializar produtos falsificados que imitam marcas premium reais é conhecido como falsificação. Este comportamento afeta tanto os clientes como as empresas legítimas envolvidas, minando a autenticidade e o valor dos produtos de luxo originais. O propósito desta dissertação de mestrado é analisar as motivações e perceções dos indivíduos em relação aos produtos contrafeitos e para a sua aquisição, tendo como base a sua experiência digital com as marcas de luxo. O trabalho visou também o papel e impacto, do mercado da contrafação, na perceção do valor da marca, por parte dos consumidores. Para os propósitos da investigação, foi adotada uma metodologia mista que conjugou um questionário online e uma entrevista estruturada. Os resultados sugerem que a interação digital com marcas de alto padrão impacta de maneira significativa a perceção de valor dos clientes, ressaltando a relevância da autenticidade e da exclusividade na formação dessa visão. A par disso, a pesquisa indica que o mercado da contrafação afeta de maneira ambígua a reputação das marcas de luxo - às vezes diminuindo o seu prestígio, outras intensificando o seu desejo ao estabelecer uma aura de inacessibilidade. Palavras chave: Comunicação; marketing; redes sociais; fashion; luxo; premium; contrafação; moda; mercado; indústria; consumidores.
The strategic process of communicating a luxury brand's unique value proposition to its target market is referred to as luxury marketing communication. It involves developing engaging messages, selecting the right distribution channels, and fostering deep connections with customers. Since luxury services and products are distinguished by exclusivity, excellence, and craftsmanship, these aspects require an understanding of the target audience's preferences for greater success amidst competition. The luxury market is highly competitive, featuring several well-established, renowned luxury brands vying for market share. However, in today’s global context, brands also face the significant challenge of the rapid growth of the counterfeit industry. The illicit act of creating and selling counterfeit products that mimic real premium brands is known as counterfeiting. This behavior affects both customers and legitimate companies, undermining the authenticity and value of original luxury products. The purpose of this master's dissertation is to analyze individuals' motivations and perceptions regarding counterfeit products and their purchase, based on their digital experience with luxury brands, and to examine the role and impact of the counterfeit market on consumers' brand value perception. For research purposes, a mixed-method approach was adopted, combining an online questionnaire and a structured interview. The results suggest that digital interaction with high-end brands significantly impacts customers' perception of value, highlighting the relevance of authenticity and exclusivity in shaping this perception. Furthermore, the research indicates that the counterfeit market ambiguously affects the reputation of luxury brands, sometimes diminishing their prestige and other times intensifying their desirability by establishing an aura of inaccessibility. Each brand must combat counterfeiting in its own way, an interesting point highlighted by the interviewee, who shared their view and experience on the subject. Keywords: Communication; marketing; social media; fashion; luxury; premium; counterfeiting; fashion industry; market; consumers.
The strategic process of communicating a luxury brand's unique value proposition to its target market is referred to as luxury marketing communication. It involves developing engaging messages, selecting the right distribution channels, and fostering deep connections with customers. Since luxury services and products are distinguished by exclusivity, excellence, and craftsmanship, these aspects require an understanding of the target audience's preferences for greater success amidst competition. The luxury market is highly competitive, featuring several well-established, renowned luxury brands vying for market share. However, in today’s global context, brands also face the significant challenge of the rapid growth of the counterfeit industry. The illicit act of creating and selling counterfeit products that mimic real premium brands is known as counterfeiting. This behavior affects both customers and legitimate companies, undermining the authenticity and value of original luxury products. The purpose of this master's dissertation is to analyze individuals' motivations and perceptions regarding counterfeit products and their purchase, based on their digital experience with luxury brands, and to examine the role and impact of the counterfeit market on consumers' brand value perception. For research purposes, a mixed-method approach was adopted, combining an online questionnaire and a structured interview. The results suggest that digital interaction with high-end brands significantly impacts customers' perception of value, highlighting the relevance of authenticity and exclusivity in shaping this perception. Furthermore, the research indicates that the counterfeit market ambiguously affects the reputation of luxury brands, sometimes diminishing their prestige and other times intensifying their desirability by establishing an aura of inaccessibility. Each brand must combat counterfeiting in its own way, an interesting point highlighted by the interviewee, who shared their view and experience on the subject. Keywords: Communication; marketing; social media; fashion; luxury; premium; counterfeiting; fashion industry; market; consumers.
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COMMUNICATION, SOCIAL NETWORKS, FASHION, LUXURY GOODS, COUNTERFEIT, FASHION INDUSTRY, CONSUMERS, MESTRADO EM COMUNICAÇÃO, MARKETING E MEDIA DIGITAIS, COMUNICAÇÃO, REDES SOCIAIS, MARKETING, BENS DE LUXO, CONTRAFAÇÃO, MODA, INDÚSTRIA DA MODA, CONSUMIDORES, Mestrado em Comunicação, Marketing e Medias Digitais