Título: | DEMYSTIFICATION OF LUXURY: A STUDY ABOUT THE MOTIVATIONS OF BUYING PRODUCT REPLICAS | ||||||||||||||||||||||||||||||||||||||||
Autor: |
LEONARDO SOARES DA SILVA |
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Colaborador(es): |
LUIS ALEXANDRE GRUBITS DE PAULA PESSOA - Orientador |
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Catalogação: | 12/MAR/2013 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=21286&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=21286&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.21286 | ||||||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||||||
Following a global trend, the consumption of counterfeit goods is
substantially spreading in Brazil, with significant economic and social
consequences. Despite its uniqueness, luxury brand products are not immune to
this process. Replicas of items such as handbags and watches produced by brands
that are historically inaccessible for many, for example, can be easily purchased
in the country. The demystification of luxury is the result of the evolution of its
meaning: starting from craft logic onto a financial and industrial vision, luxury
strode through modernity and post-modernity – the consumption era driven by
symbolism and the merging of real and imaginary until finally democratize itself
through what is known as new luxury, making counterfeit possible. In this
context, the present study intends to comply with the following question: Which
values could be held responsible for the buying decision of counterfeit Louis
Vuitton handbags? To this end, we conducted an exploratory study in which 15
female subjects who bought counterfeit Louis Vuitton handbags were subjected
to in-depth interviews analyzed using Laddering. The result of the study suggests
that besides the product attributes, evaluated as extremely beautiful, to own a
handbag made women feel imponent and with a certain status. When acquiring a
Louis Vuitton hanbag, even though counterfeit, female consumers crave for
belonging and raising their self-esteem, a value that is the primary motivation of
the purchase decision.
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