THE IMPORTANT FACTOR OF BRAND EXPERIENCE TO BUY PERFUMES OF LUXURY BRANDS
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 6, Issue 3
Abstract
This study aims to know if professionals that sells the luxury perfumes brands and consumers that by it understand the importance of the attributes related to the brand experience. This research arises from the need to know better the brands of luxury perfumes in Portugal, a subject slight studied until the present. The objectives are the following: analyse if the professionals who sell the luxury perfumes have the clear idea of the importance of brand experience attributes; if they know the real importance of the brand in the choice of the perfume by clients. The second objective is to know if the luxury perfumes consumers in Portugal have the clear idea of the product features and from the experience they have in store when they by the product. From its origin to the present, it is possible to perceive that the brands are no longer just a symbol of distinction and have become an intangible business asset that adds value to the products and services. (Aaker, 1991; Carrillo Durán, Castillo Diaz, 2013; Keller, 2003; Ruao, 2003; Villafañe, 2004 and 2009). Notably the brand experience attracted the attention of marketers who understood the importance of how consumers perceive brand experience to the development of goods and services strategies (Chattopadhyay & Laborie, 2005; Pine & Gilmore, 1999; Schmitt, 1999 and 2010; Shaw & Ivens, 2002; Smith & Wheeler, 2002). This strategy led to the need of study if sellers and consumers understand the features of brand experience (Brakus et al., 2009; Hanna & Rowley, 2013; Ramaseshan & Stein, 2014). The empirical study was developed in two phases and involved the qualitative methodology (interviews to the professionals) and the quantitative one (questionnaire with the final consumer). Overall, although preliminary and in need of future studies to corroborate them, the data discussed validate the importance of perfumes communication brand, which is important to the brand, but also to the other community of luxury goods associated with perfumes and cosmetics area.
Authors and Affiliations
Filipe Rosário| Researcher, Higher Institute of Management, Lisbon, Portugal, Paula Lopes| Professor, Higher Institute of Management, Lisbon, Portugal, Miguel Varela| Professor, Higher Institute of Management, Lisbon, Portugal
Keywords
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