WHICH VALUES ARE FASHIONABLE? FINDINGS BEYOND THE EPHEMERAL

Authors

  • Sérgio Carvalho Benício de Mello Universidade Federal de Pernambuco
  • André Luiz Maranhão de Souza Leão Faculdade Boa Viagem
  • Arcanjo Ferreira de Souza Neto Universidade Federal de Pernambuco

Abstract

What makes a brand desirable? There are plenty of evidences indicating that consumers make brand decisions based on the congruence between brand value and customer value. This study aims to discover brand values, having as a reference the brand personality concept. For that, the list of values (LOV) has been used to measure two fashion brands. A sample of 296 respondents was consulted. Data indicated a similar perceptual orientation, in a way that a same value was considered the most important for both brands. Besides, new LOV clustering dimensions were identified. Conclusions and managerial implications are also discussed.

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Author Biographies

Sérgio Carvalho Benício de Mello, Universidade Federal de Pernambuco

Professor adjunto da UFPE, pesquisador do CNPq e da CAPES e Coordenador do Núcleo de Marketing e Tecnologia de Negócios - Núcleo MTN/PROPAD/UFPE. PhD em Marketing pela City University, London.

André Luiz Maranhão de Souza Leão, Faculdade Boa Viagem

Professor assistente da Faculdade Boa Viagem (FBV) e pesquisador do Núcleo de Marketing e Tecnologia de Negócios - Núcleo MTN/PROPAD/UFPE. Doutorando e Mestre em Administração pela UFPE.

Arcanjo Ferreira de Souza Neto, Universidade Federal de Pernambuco

Pesquisador do Núcleo de Marketing e Tecnologia de Negócios - Núcleo MTN/PROPAD/UFPE. Mestrando e Bacharel em Administração pela UFPE.

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Published

2008-07-21

Issue

Vol. 4 No. 2 (2003)

Section

Presentation

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