TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ANALYSIS OF THE FACTORS THAT LEAD A LUXURY BRAND TO A COMMONPLACE | ||||||||||||
| Autor(es): |
ANDREA SOUZA NOGUEIRA |
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| Colaborador(es): |
LUIZ PAULO MOREIRA LIMA - Orientador |
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| Catalogação: | 24/JAN/2012 | Língua(s): | PORTUGUESE - BRAZIL |
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| 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. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19045@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19045@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.19045 | ||||||||||||
| Resumo: | |||||||||||||
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The industry of luxury brands has shown remarkable development in Brazil.
Between 2006 and 2010 the sector grew 60 per cent, influenced by the power of attraction that
the country has on foreign companies. With the great expansion of the luxury market, an
important question rises: the loss of image and status that luxury transits and the
consequent devaluation and trivialization of a luxury brand. Due to these factors, the
study of the consumer behavior of luxury in Rio de Janeiro, as well as the factors that
lead to a luxury brand to become commonplace, became the main objectives of this
work. The research developed during the work seeks to identify the opportunities and
associations made with the trivialization of luxury, as well as consumer behavior of
luxury goods.
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