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Título:
A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
Fecha de publicación:
2015
Forma de obra:
Tesis
Producción:
2015
Idioma:
inglés
Nota de edición:
Digitalización realizada por la Biblioteca Virtual del Banco de la República (Colombia)
Autor:
Clavijo Rodríguez, Lina Lorena
Materia:
Ciencias sociales; Ciencias sociales / Comercio, comunicaciones, transporte
Nota general:
© Derechos reservados del autor
Nota general:
Colfuturo
Nota general:
Advertising; Affiliation needs; Comportamiento del consumidor; Consumer behavior; Contexto social; Deseo; Desire; Fashion; Lujo; Luxury; Moda; Motivador de compra; Necesidades de afiliación; Publicidad; Purchasing motivation; Social context
Nota general:
The purpose of this research is to present an analysis about the psychology of the luxury fashion consumer, to understand the different kinds of motivations that influence behaviour towards the purchase of luxury items. Through the exploration of theoretical approaches from both, the consumer psychology and the social culture theory, it will be explained how consumers face different kinds of needs and how they try to satisfy them in the luxury marketplace.
Some of these needs will have an origin in intrinsic desires, while others will respond to affiliation needs for fitting into a certain social environment. Among the study of the cultural motivations, it will be shown how advertising plays a fundamental role of perception of luxury fashion. A selection of two case of studies of two of the most important luxury brands in the world, will illustrate how the industry uses the media communicate to the consumer the values of luxury brands, while associates to cultural representations of social success.
Enlace permanente:
http://www.cervantesvirtual.com/obra/a-consumers-mind-luxury-desire-analysis-of-the-social-context-and-behavior-in-the-luxury-fashion-market-en-la-mente-del-consumidor-deseo-de-opulencia-analisis-del-contexto-social-860264

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