TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | SENSORIAL MARKETING IN FASHION: THE EXPERIENCES THAT BUILD A BRAND | ||||||||||||
| Autor(es): |
MARCELLA BARBOSA DA S DE OLIVEIRA |
||||||||||||
| Colaborador(es): |
CAMILA DE SOUSA BRAGA RADEMAKER - Orientador |
||||||||||||
| Catalogação: | 11/JAN/2010 | Língua(s): | PORTUGUESE - BRAZIL |
||||||||||
| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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. |
||||||||||||
| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=14903@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=14903@2 |
||||||||||||
| DOI: | https://doi.org/10.17771/PUCRio.acad.14903 | ||||||||||||
| Resumo: | |||||||||||||
|
The main focus of this paper is the preliminary study about the consumers‘ perception and image of the fashion brand Totem, object of the study, in store and through its marketing initiatives. In order to achieve the expected results for this explorative study, such aspects as fashion and its social role, the strategic management of marketing, and more specifically, sensorial marketing, were discussed. Field research conducted with Totem consumers through interviews revealed the prominence of sensorial marketing in building a strong image of the brand in spite of the change in visual layout and style recently made by Totem.
|
|||||||||||||
|
|||||||||||||
