The impacts of awareness versus overexposure in the luxury industry

La industria del lujo, caracterizada por la exclusividad, la artesanía y el valor aspiracional, ha experimentado importantes transformaciones en los últimos años. Este artículo explora las repercusiones de la concienciación y la sobreexposición en la industria del lujo, centrándose en el comportamie...

Full description

Autores:
Tipo de recurso:
Fecha de publicación:
2024
Institución:
Universidad del Rosario
Repositorio:
Repositorio EdocUR - U. Rosario
Idioma:
eng
OAI Identifier:
oai:repository.urosario.edu.co:10336/42465
Acceso en línea:
https://repository.urosario.edu.co/handle/10336/42465
Palabra clave:
Industria de lujo
Conciencia
Sobreexposición
Comportamiento del consumidor
Percepción de valor
Rareza
Adaptabilidad
Concepción de lujo
Luxury industry
Awareness
Overexposure
Perceived value
Consumer behavior
Rarity
Adaptability
Rights
License
Attribution-NoDerivatives 4.0 International
id EDOCUR2_9fc9e6ef9f81df2a67ae9040f9c866dc
oai_identifier_str oai:repository.urosario.edu.co:10336/42465
network_acronym_str EDOCUR2
network_name_str Repositorio EdocUR - U. Rosario
repository_id_str
dc.title.none.fl_str_mv The impacts of awareness versus overexposure in the luxury industry
dc.title.TranslatedTitle.none.fl_str_mv Los impactos de la conciencia frente a la sobreexposición en la industria del lujo
title The impacts of awareness versus overexposure in the luxury industry
spellingShingle The impacts of awareness versus overexposure in the luxury industry
Industria de lujo
Conciencia
Sobreexposición
Comportamiento del consumidor
Percepción de valor
Rareza
Adaptabilidad
Concepción de lujo
Luxury industry
Awareness
Overexposure
Perceived value
Consumer behavior
Rarity
Adaptability
title_short The impacts of awareness versus overexposure in the luxury industry
title_full The impacts of awareness versus overexposure in the luxury industry
title_fullStr The impacts of awareness versus overexposure in the luxury industry
title_full_unstemmed The impacts of awareness versus overexposure in the luxury industry
title_sort The impacts of awareness versus overexposure in the luxury industry
dc.contributor.advisor.none.fl_str_mv Bryson, Douglas
dc.subject.none.fl_str_mv Industria de lujo
Conciencia
Sobreexposición
Comportamiento del consumidor
Percepción de valor
Rareza
Adaptabilidad
Concepción de lujo
topic Industria de lujo
Conciencia
Sobreexposición
Comportamiento del consumidor
Percepción de valor
Rareza
Adaptabilidad
Concepción de lujo
Luxury industry
Awareness
Overexposure
Perceived value
Consumer behavior
Rarity
Adaptability
dc.subject.keyword.none.fl_str_mv Luxury industry
Awareness
Overexposure
Perceived value
Consumer behavior
Rarity
Adaptability
description La industria del lujo, caracterizada por la exclusividad, la artesanía y el valor aspiracional, ha experimentado importantes transformaciones en los últimos años. Este artículo explora las repercusiones de la concienciación y la sobreexposición en la industria del lujo, centrándose en el comportamiento de los consumidores, el valor percibido y el principio de rareza. El estudio se basa en datos cualitativos obtenidos a partir de entrevistas en profundidad con siete personas relacionadas con la industria del lujo. Sus diversos puntos de vista, desde los conocedores del sector hasta los consumidores, arrojan luz sobre la evolución de la dinámica desde la perspectiva del lujo. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de la marca, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de las marcas, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. Este trabajo de investigación contribuye a una comprensión más profunda de la evolución del escenario del lujo, ofreciendo ideas sobre el delicado equilibrio entre crear conciencia de marca y preservar el encanto único y aspiracional del lujo. Ofrece valiosas recomendaciones para las marcas de lujo que quieran navegar por las complejidades de la era digital sin perder sus valores atemporales.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-04-19T17:50:47Z
dc.date.available.none.fl_str_mv 2024-04-19T17:50:47Z
dc.date.created.none.fl_str_mv 2024-02-20
dc.type.none.fl_str_mv bachelorThesis
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_7a1f
dc.type.document.none.fl_str_mv Trabajo de grado
dc.type.spa.none.fl_str_mv Trabajo de grado
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/42465
url https://repository.urosario.edu.co/handle/10336/42465
dc.language.iso.none.fl_str_mv eng
language eng
dc.rights.*.fl_str_mv Attribution-NoDerivatives 4.0 International
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.acceso.none.fl_str_mv Abierto (Texto Completo)
dc.rights.uri.*.fl_str_mv http://creativecommons.org/licenses/by-nd/4.0/
rights_invalid_str_mv Attribution-NoDerivatives 4.0 International
Abierto (Texto Completo)
http://creativecommons.org/licenses/by-nd/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.extent.none.fl_str_mv 95 pp
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad del Rosario
dc.publisher.department.none.fl_str_mv Escuela de Administración
dc.publisher.program.none.fl_str_mv Administración de Empresas
publisher.none.fl_str_mv Universidad del Rosario
institution Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv Aaker, David. A.; Biel, Alexander L. (2013) Brand Equity & Advertising: Advertising's Role in Building Strong Brands. Disponible en: 10.4324/9781315799537.
Achille, A.; Zipser, D. (2020) A perspective for the luxury-goods industry during—and after—coronavirus. Disponible en: https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-industry-during-and-after-coronavirus.
Affluent, C.E.O. (2023) The Hermes Birkin Bag: A Timeless Icon of Craftsmanship, Rarity, and Investment Value. Disponible en: https://www.affluentceo.com/the-hermes-birkin-bag-a-timeless-icon-of-craftsmanship-rarity-and-investment-value/.
Belk, Russell. W. (1988) Possessions and the Extended Self. En: Journal of Consumer Research. Vol. 15; No. 2; pp. 139 - 168; Disponible en: 10.1086/209154.
Breward, Christopher (2015) The culture of fashion: A new history of fashionable dress. Manchester: Manchester University Press; 978-0-7190-4125-9 0-7190-4125-2;
Dictionary, Cambridge (XXXX) Meaning of Luxury in english. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=4371e5b56a13.
DeAcetis, J. (2020) The Perfect Balance: How Luxury Brands Can Maintain Exclusivity And Still Be Relatable Online. Disponible en: https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/?sh=536f9f997e44.
Dubois, Bernard; Duquesne, Patrick (1993) The Market for Luxury Goods: Income versus Culture. En: European Journal of Marketing. pp. 35 - 44; Disponible en: 10.1108/03090569310024530.
Dubois, Bernard; Gilles, Laurent (1994) Attitudes Towards the Concept of Luxury: an Exploratory Analysis. En: Asia Pacific Advances in Consumer Research. Vol. 1; pp. 273 - 278;
Dubois, Bernard; Gilles, Laurent; Czellar, Sandor (2001) Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes. : Consumer Research; 978-2-85418-736-6 2-85418-736-9;
Engel, James. F; Miniard, Paul. W.; Blackwell, Roger. D. (1995) Consumer Behavior. En: Consumer behavior.: The Dryden Press; 978-93-86650-87-0 93-86650-87-8;
Euronews (2017) A brief history of luxury. Disponible en: https://www.euronews.com/green/2017/09/18/a-brief-history-of-luxury.
Foucault, Michel; Miskowiec, Jay (1986) Of other spaces. En: Diacritics. Vol. 16; No. 1; pp. 22 - 27;
FutureLearn (XXXX) A History of Luxury. Disponible en: https://www.futurelearn.com/info/courses/luxury-industry-customers-experiences/0/steps/302423.
Grewe, B.-S.; Hofmeester, K. (XXXX) Luxury and global history. Disponible en: https://assets.cambridge.org/97811071/08325/excerpt/9781107108325_excerpt.pdf.
Hennigs, N.; Wiedmann, K.-P.; Behrens, S.; Klarmann, C. (2013) Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. En: Journal of Brand Management. Vol. 705-715;
Jahn, Benedikt; Kunz, Werner .H.; Mayer, Anton (2013) The Role of Social Media for Luxury-Brands – Motives for Consumer Engagement and Opportunities for Businesses. En: SSRN Electronic Journal. Disponible en: 10.2139/ssrn.2307106.
Joshua2 (XXXX) Insight into the consumer buying decision process. Disponible en: https://ashtonmanufacturing.com.au/insight-into-the-consumer-buying-decision-process/#:~:text=In%201968%20Engel%2C%20Blackwell%20and,decision%20and%20post%2Dpurchase%20behavior.
Kapferer, Jean-Noël (1997) Managing Luxury Brands. En: Journal of Brand Management. pp. 251 - 260; Disponible en: 10.1007/978-3-319-51127-6_11.
Kapferer, Jean-Noël (2012) The New strategic Brand Management: Advanced insights and strategic thinking. 978-0-7494-6515-5 0-7494-6515-8;
Kapferer, Jean-Noël; Bastien, Vincent (2009) The specificity of luxury management: Turning marketing upside down. En: Journal of Brand Management. Vol. 16; No. 5-6; pp. 311 - 322; Disponible en: 10.1007/978-3-319-51127-6_5.
Kapferer, Jean-Noël; Bastien, Vincent (2012) The luxury strategy: Break the rules of marketing to build luxury brands. 978-0-7494-6491-2;
Keller, Kevin Lane (1993) Conceptualizing, measuring, and managing customer-based Brand Equity. En: Journal of Marketing. Vol. 57; No. 1; pp. 1 - 22; Disponible en: 10.1177/002224299305700101.
Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. En: Journal of Marketing. Vol. 57; No. 1; pp. 1 - 22; Disponible en: 10.1177/0022242993057001.
Keller, Kevin Lane (2009) Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding. En: Journal of Brand Management. Disponible en: 10.1007/978-3-319-51127-6_9.
Kestenbaum, R. (2021) The definition of luxury is expanding and changing. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=4371e5b56a13.
Kim, A.; Ko, E. (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. En: Journal of Business Research. Vol. 65; No. 10; pp. 1480 - 1486; Disponible en: 10.1016/j.jbusres.2011.10.014.
Luxus (2021) A Brief History of French Luxury. En: Luxus Magazine. Disponible en: https://magazine.luxus-plus.com/the-history-of-french-luxury/?lang=en.
Notman, D. (2021) Changing Trends. Disponible en: https://www.tribeofluxury.com/blog-01/changing-trends-history-luxury.
Nueno, Jose Luis; Quelch, John A. (1998) The mass marketing of luxury. En: Business Horizons. pp. 61 - 68; Disponible en: 10.1016/s0007-6813(98)90023-4.
Okonkwo, U. (2007) Luxury fashion branding: Trends, tactics, techniques. : Palgrave Macmillan;
Okonkwo, Uche (2011) Luxury Fashion Branding. Trends, Tactics, Techniques. : Palgrave Macmillan; 978-0-230-52167-4;
Phau, I.; Prendergast, G. (2000) Consuming luxury brands: The relevance of the ‘Rarity Principle’. En: Journal of Brand Management. pp. 122 - 138;
Prasad, K.; Dev, C.S. (2000) Managing Hotel Brand Equity: A Customer-centric Framework for Assessing Performance. En: Cornell Hotel and Restaurant Administration Quarterly. Vol. 41; No. 3; pp. 22 - 31; Disponible en: 10.1177/001088040004100314.
Shukla, Paurav (2011) Impact of interpersonal influences, Brand Origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. En: Journal of World Business. pp. 242 - 250; Disponible en: 10.1016/j.jwb.2010.11.002.
Silverstein, Michael J.; Fiske, Neil (2003) Luxury for the Masses. En: Harvard Business Review. pp. 48 - 57;
art, Sotherby's (XXXX) Luxury Marketing: A Deep Dive into High-End Branding. Disponible en: https://sothebysinstitute.com/how-to-series/luxury-marketing.
Sprott, D.; Czellar, S.; Spangenberg, E. (2009) The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. En: Journal of Marketing Research. Vol. 46; No. 1; pp. 92 - 104; Disponible en: 10.1509/jmkr.46.1.92.
llc, Time Piece (XXXX) Patek Philippe Nautilus 5711: What makes it so coveted?. Disponible en: https://timepiecetradingllc.com/blogs/news/patek-philippe-nautilus-5711-what-makes-it-so-coveted.
Ultimz (XXXX) The Patek Philippe Nautilus: A Masterpiece of Luxury and Elegance. Disponible en: https://ultimz.com/journal/the-patek-philippe-nautilus-a-masterpiece-of-luxury-and-elegance/.
Splatter, Urban (2023) The art of Designer Brand Patterns. Disponible en: https://www.urbansplatter.com/2023/05/the-art-of-designer-brand-patterns/.
Veloutsou, Cleopatra; Moutinho, Luiz (2009) Brand relationships through brand reputation and brand tribalism. En: Journal of Business Research. pp. 314 - 322; Disponible en: 10.1016/j.jbusres.2008.05.010.
Vigneron, F.; Johnson, L.W. (2004) Measuring perceptions of luxury brands. En: Journal of Brand Management. pp. 484 - 506;
collecting, Watch (2023) What makes Patek Philippes Nautilus so special?. Disponible en: https://www.watchcollecting.com/articles/what-makes-patek-philippes-nautilus-so-special.
Xi, N.; Hamari, J. (2020) Does gamification affect brand engagement and equity? A study in online brand communities. En: Journal of Business Research. Vol. 109; pp. 449 - 460; Disponible en: 10.1016/j.jbusres.2019.11.058.
Zeithaml, Valerie A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. En: Journal of Marketing. Vol. 52; No. 3; pp. 2 - 22; Disponible en: 10.2307/1251446.
Luxus + (2021) Petite histoire du luxe français. En: Luxus Magazine. Consultado en: 2024/04/09/18:44:32. Disponible en: https://magazine.luxus-plus.com/lhistoire-du-luxe-francais/.
Fippard, David (2015) Quick spot: Brand overexposure?. En: Your Projector. Consultado en: 2024/04/09/18:45:12. Disponible en: https://www.yourprojector.com/quick-spot-brand-overexposure/.
Evans, Mark (2019) The risks of over-exposure: how ad bombardment promotes consumer mistrust | WARC. En: WARC. Consultado en: 2024/04/09/18:45:28. Disponible en: http://www.warc.com/newsandopinion/opinion/the-risks-of-over-exposure-how-ad-bombardment-promotes-consumer-mistrust/en-gb/2998.
Connell, Regina (2021) The Luxury Consumer, Sustainability and Social Responsibility: It’s Complicated. En: Sustainable Brands. Consultado en: 2024/04/09/18:45:32. Disponible en: https://sustainablebrands.com/read/walking-the-talk/the-luxury-consumer-sustainability-and-social-responsibility-it-s-complicated.
Hennings, Nadine; Wiedmann, Klaus-Peter; Behrens, Stefan; Klarmann, Christiane (2013) Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. En: Journal of Brand Management. Vol. 20; No. 8; pp. 705 - 715; 1350-231X; Consultado en: 2024/04/09/18:46:11. Disponible en: https://typeset.io/papers/unleashing-the-power-of-luxury-antecedents-of-luxury-brand-2z7t0igy00. Disponible en: 10.1057/BM.2013.11.
Hennings, Nadine; Wiedmann, Klaus-Peter; Siebels, Astrid (2009) Value-based segmentation of luxury consumption behavior. En: Psychology & Marketing. Vol. 26; No. 7; pp. 625 - 651; 0742-6046; Consultado en: 2024/04/09/18:46:15. Disponible en: https://typeset.io/papers/value-based-segmentation-of-luxury-consumption-behavior-2yo75zj0ef. Disponible en: 10.1002/MAR.20292.
Vigneron, Franck; Johnson, Lester W. (2004) Measuring Perceptions of Brand Luxury. En: Journal of Brand Management. Vol. 11; No. 6; pp. 484 - 506; 1350-231X; Consultado en: 2024/04/09/18:46:19. Disponible en: https://typeset.io/papers/measuring-perceptions-of-brand-luxury-ghyrep4plv. Disponible en: 10.1057/PALGRAVE.BM.2540194.
Phau, Ian; Prendergast, Gerard (2000) Consuming luxury brands: The relevance of the ‘Rarity Principle’. En: Journal of Brand Management. Vol. 8; No. 2; pp. 122 - 138; 1350-231X; Consultado en: 2024/04/09/18:46:22. Disponible en: https://typeset.io/papers/consuming-luxury-brands-the-relevance-of-the-rarity-1lwsebaikj. Disponible en: 10.1057/PALGRAVE.BM.2540013.
Kapferer, Jean-Noël; Valette-Florence, Pierre (2018) The impact of brand penetration and awareness on luxury brand desirability:: A cross country analysis of the relevance of the rarity principle. En: Journal of Business Research. Vol. 83; pp. 38 - 50; 0148-2963; Consultado en: 2024/04/09/18:46:26. Disponible en: https://typeset.io/papers/the-impact-of-brand-penetration-and-awareness-on-luxury-1vh9sdt2xt. Disponible en: 10.1016/J.JBUSRES.2017.09.025.
Yang, Wan; Mattila, Anna S. (2014) Do affluent customers care when luxury brands go mass?: The role of product type and status seeking on luxury brand attitude. En: International Journal of Contemporary Hospitality Management. Vol. 26; No. 4; pp. 526 - 543; 0959-6119; Consultado en: 2024/04/09/18:46:31. Disponible en: https://typeset.io/papers/do-affluent-customers-care-when-luxury-brands-go-mass-the-3rke1bx5qg. Disponible en: 10.1108/IJCHM-03-2013-0124.
Madichie, Nnamdi O. (2009) Consumer Behavior: Buying, Having, and Being (8th ed.). En: Management Decision. Vol. 47; No. 5; pp. 845 - 848; 0025-1747; Consultado en: 2024/04/09/18:46:38. Disponible en: https://doi.org/10.1108/00251740910960169. Disponible en: 10.1108/00251740910960169.
Myatt, Mike (2011) Brand Exposure on Social Media. En: N2Growth. Consultado en: 2024/04/09/18:48:20. Disponible en: https://www.n2growth.com/brand-exposure/.
Farhat, Kashif; Mokhtar, Sany Sanuri Mohd; Salleh, Salniza Bt Md. (2020) Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan. En: Management Science Letters. pp. 2237 - 2248; 19239335, 19239343; Consultado en: 2024/04/09/19:01:11. Disponible en: http://www.growingscience.com/msl/Vol10/msl_2020_62.pdf. Disponible en: 10.5267/j.msl.2020.3.012.
, euronews (2017) A brief history of luxury. En: euronews. Consultado en: 2024/04/09/19:43:45. Disponible en: https://www.euronews.com/green/2017/09/18/a-brief-history-of-luxury.
A history of luxury. En: FutureLearn. Consultado en: 2023/03/16/17:43:58. Disponible en: https://www.futurelearn.com/info/blog.
Luxury Marketing: A Deep Dive into High-End Branding. En: Sotheby's Institute of Art. Consultado en: 2024/04/09/19:44:03. Disponible en: https://www.sothebysinstitute.com/how-to-series/luxury-marketing.
The Definition Of Luxury Is Expanding And Changing. Consultado en: 2024/04/09/19:44:13. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=7193a91c6a13.
TPT Timepiece Trading; Patek Philippe Nautilus 5711: What Makes It So Coveted?. En: TPT Timepiece Trading. Consultado en: 2024/04/09/19:44:23. Disponible en: https://timepiecetradingllc.com/blogs/news/patek-philippe-nautilus-5711-what-makes-it-so-coveted.
Watson, Emiy (2023) The Art of Designer Brand Patterns. En: Urban Splatter. Consultado en: 2024/04/09/19:44:29. Disponible en: https://www.urbansplatter.com/2023/05/the-art-of-designer-brand-patterns/.
(2023) The Hermes Birkin Bag: A Timeless Icon of Craftsmanship, Rarity, and Investment Value. En: AFFLUENT CEO. Consultado en: 2024/04/09/19:44:35. Disponible en: https://www.affluentceo.com/the-hermes-birkin-bag-a-timeless-icon-of-craftsmanship-rarity-and-investment-value/.
(2023) What makes Patek Philippe's Nautilus so special?. En: Watch Collecting. Consultado en: 2024/04/09/19:44:50. Disponible en: https://watchcollecting.com/articles/what-makes-patek-philippes-nautilus-so-special?utm_source=website&utm_medium=share.
The luxury industry during—and after—coronavirus | McKinsey. Consultado en: 2024/04/09/19:44:59. Disponible en: https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-industry-during-and-after-coronavirus.
DeAcetis, Joseph (2020) The Perfect Balance: How Luxury Brands Can Maintain Exclusivity And Still Be Relatable Online. En: Forbes. Consultado en: 2024/04/09/19:45:07. Disponible en: https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/.
joshua2; Insight into the consumer buying decision process | Ashton Manufacturing. Consultado en: 2024/04/09/19:45:25. Disponible en: https://ashtonmanufacturing.com.au/insight-into-the-consumer-buying-decision-process/.
Kestenbaum, Richard (2021) The Definition Of Luxury Is Expanding And Changing. En: Forbes. Consultado en: 2024/04/09/19:45:32. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/.
Kim, Angella J.; Ko, Eunju (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. En: Journal of Business Research. Fashion Marketing and Consumption of Luxury Brands; Vol. 65; No. 10; pp. 1480 - 1486; 0148-2963; Consultado en: 2024/04/09/19:45:41. Disponible en: https://www.sciencedirect.com/science/article/pii/S0148296311003584. Disponible en: 10.1016/j.jbusres.2011.10.014.
Notman, Derek (2021) Changing Trends – The History of Luxury | Luxury Lifestyle | Tribe of Luxury. En: Tribe of Luxury. Disponible en: https://www.tribeofluxury.com/blog-01/changing-trends-history-luxury.
Prasad, Keshav; Dev, Chekitan S. (2000) Managing Hotel Brand Equity: A Customer-centric Framework for Assessing Performance. En: Cornell Hotel and Restaurant Administration Quarterly. Vol. 41; No. 3; pp. 22 - 31; 0010-8804; Consultado en: 2024/04/09/19:45:56. Disponible en: https://doi.org/10.1177/001088040004100314. Disponible en: 10.1177/001088040004100314.
Sprott, David; Czellar, Sandor; Spangenberg, Eric (2009) The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. En: Journal of Marketing Research. Vol. 46; No. 1; pp. 92 - 104; 0022-2437; Consultado en: 2024/04/09/19:46:02. Disponible en: https://doi.org/10.1509/jmkr.46.1.92. Disponible en: 10.1509/jmkr.46.1.92.
Xi, Nannan; Hamari, Juho (2020) Does gamification affect brand engagement and equity? A study in online brand communities. En: Journal of Business Research. Vol. 109; pp. 449 - 460; 0148-2963; Consultado en: 2024/04/09/19:46:09. Disponible en: https://www.sciencedirect.com/science/article/pii/S0148296319307337. Disponible en: 10.1016/j.jbusres.2019.11.058.
Achille, Antonio; Zipser, Daniel (2020) A perspective for the luxury-goods industry during—and after—coronavirus. En: McKinsey & Company. Consultado en: 2024/04/09/20:03:00. Disponible en: http://ceros.mckinsey.com/coronavirus-promo.
Hofmeester, Karin; Grewe, Bernd-Stefan (2016) Luxury in global perspective: objects and practices, 1600-2000. En: Studies in comparative world history. pp. 322 New York: Cambridge University Press; 978-1-107-10832-5;
Luxus + (2021) A brief history of French luxury. En: Luxus Magazine. Consultado en: 2024/04/09/20:25:02. Disponible en: https://magazine.luxus-plus.com/en/the-history-of-french-luxury/.
Silverstein, Michael J.; Fiske, Neil (2003) Luxury for the Masses. En: Harvard Business Review. 0017-8012; Consultado en: 2024/04/09/21:15:27. Disponible en: https://hbr.org/2003/04/luxury-for-the-masses.
Berthon, Pierre; Pitt, Leyland; Parent, Micheal; Berthon, Jean-Paul (2009) Aesthetics and ephemerality: Observing and preserving the luxury brand. Vol. 52; No. 1; pp. 45 - 66; Disponible en: 10.1525/cmr.2009.52.1.45.
Ismail, Ahmed (2015) Leveraging the potential of word of mouth: The role of love, excitement and image of fashion brands. En: Journal of Global Fashion Marketing. Vol. 6; pp. 87 - 102; Disponible en: 10.1080/20932685.2014.999013.
Kotler, Philip; Keller, Kevin Lane; Chernev, Alexander (2022) Marketing Management. : Pearson Education Inc.; 978-0-13-588715-8;
Kumar, V.; Reinartz, Werner (2016) Creating Enduring Customer Value. En: Journal of Marketing. Vol. 80; No. 6; pp. 36 - 68; Disponible en: 10.1509/jm.15.0414.
Blackwell, Roger. D.; Engel, James. F; Rahman, Zillur; Miniard, Paul. W. (2018) Consumer behavior model. Andover: Cengage; 93-86650-87-8; Consultado en: 2024/04/16/17:25:49. Disponible en: https://www.researchgate.net/publication/337847958/figure/fig1/AS:973671304814595@1609152737368/Consumer-behavior-model.ppm.
dc.source.instname.none.fl_str_mv instname:Universidad del Rosario
dc.source.reponame.none.fl_str_mv reponame:Repositorio Institucional EdocUR
bitstream.url.fl_str_mv https://repository.urosario.edu.co/bitstreams/d001fb12-e6c3-43b9-b168-3222446455e0/download
https://repository.urosario.edu.co/bitstreams/126311b7-7788-4c6b-96cb-2a6746ce8adb/download
https://repository.urosario.edu.co/bitstreams/6cef4054-bb94-4781-b444-43c55074f8e8/download
https://repository.urosario.edu.co/bitstreams/3a2d9cf8-c90f-4b72-88c6-01ced77938d1/download
https://repository.urosario.edu.co/bitstreams/a49dd67b-2cd7-4440-a5a8-76972c39f11f/download
https://repository.urosario.edu.co/bitstreams/16818bad-7fdb-4735-8338-5e4d02a7c871/download
bitstream.checksum.fl_str_mv b2825df9f458e9d5d96ee8b7cd74fde6
0b912ed0d523437c5717f05d19e8924a
d0a9d0dfaf5932e6580bbfe1945accd2
5310bb89a00d5ead086944535cc857c4
e076d25c5178158e776a82db869a1ad4
22f57b3defc57f6c756cbb868c710832
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
MD5
MD5
MD5
repository.name.fl_str_mv Repositorio institucional EdocUR
repository.mail.fl_str_mv edocur@urosario.edu.co
_version_ 1814167509744484352
spelling Bryson, Douglas54bf10cd-2b7e-40e7-b294-b0969ba56549-1Villamil Castro, María CamilaAdministrador de EmpresasPregradoFull time173475ce-453d-47fc-aab5-200ef360f4f9-12024-04-19T17:50:47Z2024-04-19T17:50:47Z2024-02-20La industria del lujo, caracterizada por la exclusividad, la artesanía y el valor aspiracional, ha experimentado importantes transformaciones en los últimos años. Este artículo explora las repercusiones de la concienciación y la sobreexposición en la industria del lujo, centrándose en el comportamiento de los consumidores, el valor percibido y el principio de rareza. El estudio se basa en datos cualitativos obtenidos a partir de entrevistas en profundidad con siete personas relacionadas con la industria del lujo. Sus diversos puntos de vista, desde los conocedores del sector hasta los consumidores, arrojan luz sobre la evolución de la dinámica desde la perspectiva del lujo. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de la marca, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. La investigación revela que, si bien la notoriedad puede aumentar el reconocimiento y el prestigio de las marcas, una visibilidad excesiva, facilitada por las redes sociales y el marketing de influencers, puede diluir la exclusividad y el atractivo de las marcas de lujo. La percepción del lujo por parte de los consumidores se ve influida por la accesibilidad y visibilidad de las marcas, así como por su historia y autenticidad. El estudio analiza las estrategias empleadas por las marcas de lujo para lograr un equilibrio entre el mantenimiento de la deseabilidad y la consecución de un mayor alcance en el mercado. También destaca el papel de las experiencias personalizadas y la artesanía a la hora de preservar los valores fundamentales del lujo. Las conclusiones indican que, aunque la sobreexposición plantea retos, también crea oportunidades para redefinir el lujo en la era moderna. Este trabajo de investigación contribuye a una comprensión más profunda de la evolución del escenario del lujo, ofreciendo ideas sobre el delicado equilibrio entre crear conciencia de marca y preservar el encanto único y aspiracional del lujo. Ofrece valiosas recomendaciones para las marcas de lujo que quieran navegar por las complejidades de la era digital sin perder sus valores atemporales.The luxury industry, characterized by exclusivity, craftsmanship, and aspirational value, has been undergoing significant transformations in recent years. This paper explores the impacts of awareness and overexposure on the luxury industry, focusing on consumer behavior, perceived value, and the rarity principle. The study leverages qualitative data gathered from in-depth interviews with seven individuals connected to the luxury industry. Their diverse perspectives, ranging from industry insiders to consumers, shed light on the evolving dynamics within the luxury perspective. The research uncovers that while awareness can enhance brand recognition and prestige, excessive visibility, facilitated by social media and influencer marketing, can dilute the exclusivity and appeal of luxury brands. Consumers' perceptions of luxury are influenced by the accessibility and visibility of brands, as well as their history and authenticity. The study discusses the strategies employed by luxury brands to strike a balance between maintaining desirability and achieving wider market reach. It also highlights the role of personalized experiences and craftsmanship in preserving the core values of luxury. The findings indicate that while overexposure poses challenges, it also creates opportunities for redefining luxury in the modern era. This research paper contributes to a deeper understanding of the evolving luxury scenery, offering insights into the delicate equilibrium between building brand awareness and preserving the unique, aspirational allure of luxury. It provides valuable recommendations for luxury brands seeking to navigate the complexities of the digital age while upholding their timeless values.95 ppapplication/pdfhttps://repository.urosario.edu.co/handle/10336/42465engUniversidad del RosarioEscuela de AdministraciónAdministración de EmpresasAttribution-NoDerivatives 4.0 InternationalAbierto (Texto Completo)EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.http://creativecommons.org/licenses/by-nd/4.0/http://purl.org/coar/access_right/c_abf2Aaker, David. A.; Biel, Alexander L. (2013) Brand Equity & Advertising: Advertising's Role in Building Strong Brands. Disponible en: 10.4324/9781315799537.Achille, A.; Zipser, D. (2020) A perspective for the luxury-goods industry during—and after—coronavirus. Disponible en: https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-industry-during-and-after-coronavirus.Affluent, C.E.O. (2023) The Hermes Birkin Bag: A Timeless Icon of Craftsmanship, Rarity, and Investment Value. Disponible en: https://www.affluentceo.com/the-hermes-birkin-bag-a-timeless-icon-of-craftsmanship-rarity-and-investment-value/.Belk, Russell. W. (1988) Possessions and the Extended Self. En: Journal of Consumer Research. Vol. 15; No. 2; pp. 139 - 168; Disponible en: 10.1086/209154.Breward, Christopher (2015) The culture of fashion: A new history of fashionable dress. Manchester: Manchester University Press; 978-0-7190-4125-9 0-7190-4125-2;Dictionary, Cambridge (XXXX) Meaning of Luxury in english. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=4371e5b56a13.DeAcetis, J. (2020) The Perfect Balance: How Luxury Brands Can Maintain Exclusivity And Still Be Relatable Online. Disponible en: https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/?sh=536f9f997e44.Dubois, Bernard; Duquesne, Patrick (1993) The Market for Luxury Goods: Income versus Culture. En: European Journal of Marketing. pp. 35 - 44; Disponible en: 10.1108/03090569310024530.Dubois, Bernard; Gilles, Laurent (1994) Attitudes Towards the Concept of Luxury: an Exploratory Analysis. En: Asia Pacific Advances in Consumer Research. Vol. 1; pp. 273 - 278;Dubois, Bernard; Gilles, Laurent; Czellar, Sandor (2001) Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes. : Consumer Research; 978-2-85418-736-6 2-85418-736-9;Engel, James. F; Miniard, Paul. W.; Blackwell, Roger. D. (1995) Consumer Behavior. En: Consumer behavior.: The Dryden Press; 978-93-86650-87-0 93-86650-87-8;Euronews (2017) A brief history of luxury. Disponible en: https://www.euronews.com/green/2017/09/18/a-brief-history-of-luxury.Foucault, Michel; Miskowiec, Jay (1986) Of other spaces. En: Diacritics. Vol. 16; No. 1; pp. 22 - 27;FutureLearn (XXXX) A History of Luxury. Disponible en: https://www.futurelearn.com/info/courses/luxury-industry-customers-experiences/0/steps/302423.Grewe, B.-S.; Hofmeester, K. (XXXX) Luxury and global history. Disponible en: https://assets.cambridge.org/97811071/08325/excerpt/9781107108325_excerpt.pdf.Hennigs, N.; Wiedmann, K.-P.; Behrens, S.; Klarmann, C. (2013) Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. En: Journal of Brand Management. Vol. 705-715;Jahn, Benedikt; Kunz, Werner .H.; Mayer, Anton (2013) The Role of Social Media for Luxury-Brands – Motives for Consumer Engagement and Opportunities for Businesses. En: SSRN Electronic Journal. Disponible en: 10.2139/ssrn.2307106.Joshua2 (XXXX) Insight into the consumer buying decision process. Disponible en: https://ashtonmanufacturing.com.au/insight-into-the-consumer-buying-decision-process/#:~:text=In%201968%20Engel%2C%20Blackwell%20and,decision%20and%20post%2Dpurchase%20behavior.Kapferer, Jean-Noël (1997) Managing Luxury Brands. En: Journal of Brand Management. pp. 251 - 260; Disponible en: 10.1007/978-3-319-51127-6_11.Kapferer, Jean-Noël (2012) The New strategic Brand Management: Advanced insights and strategic thinking. 978-0-7494-6515-5 0-7494-6515-8;Kapferer, Jean-Noël; Bastien, Vincent (2009) The specificity of luxury management: Turning marketing upside down. En: Journal of Brand Management. Vol. 16; No. 5-6; pp. 311 - 322; Disponible en: 10.1007/978-3-319-51127-6_5.Kapferer, Jean-Noël; Bastien, Vincent (2012) The luxury strategy: Break the rules of marketing to build luxury brands. 978-0-7494-6491-2;Keller, Kevin Lane (1993) Conceptualizing, measuring, and managing customer-based Brand Equity. En: Journal of Marketing. Vol. 57; No. 1; pp. 1 - 22; Disponible en: 10.1177/002224299305700101.Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. En: Journal of Marketing. Vol. 57; No. 1; pp. 1 - 22; Disponible en: 10.1177/0022242993057001.Keller, Kevin Lane (2009) Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding. En: Journal of Brand Management. Disponible en: 10.1007/978-3-319-51127-6_9.Kestenbaum, R. (2021) The definition of luxury is expanding and changing. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=4371e5b56a13.Kim, A.; Ko, E. (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. En: Journal of Business Research. Vol. 65; No. 10; pp. 1480 - 1486; Disponible en: 10.1016/j.jbusres.2011.10.014.Luxus (2021) A Brief History of French Luxury. En: Luxus Magazine. Disponible en: https://magazine.luxus-plus.com/the-history-of-french-luxury/?lang=en.Notman, D. (2021) Changing Trends. Disponible en: https://www.tribeofluxury.com/blog-01/changing-trends-history-luxury.Nueno, Jose Luis; Quelch, John A. (1998) The mass marketing of luxury. En: Business Horizons. pp. 61 - 68; Disponible en: 10.1016/s0007-6813(98)90023-4.Okonkwo, U. (2007) Luxury fashion branding: Trends, tactics, techniques. : Palgrave Macmillan;Okonkwo, Uche (2011) Luxury Fashion Branding. Trends, Tactics, Techniques. : Palgrave Macmillan; 978-0-230-52167-4;Phau, I.; Prendergast, G. (2000) Consuming luxury brands: The relevance of the ‘Rarity Principle’. En: Journal of Brand Management. pp. 122 - 138;Prasad, K.; Dev, C.S. (2000) Managing Hotel Brand Equity: A Customer-centric Framework for Assessing Performance. En: Cornell Hotel and Restaurant Administration Quarterly. Vol. 41; No. 3; pp. 22 - 31; Disponible en: 10.1177/001088040004100314.Shukla, Paurav (2011) Impact of interpersonal influences, Brand Origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. En: Journal of World Business. pp. 242 - 250; Disponible en: 10.1016/j.jwb.2010.11.002.Silverstein, Michael J.; Fiske, Neil (2003) Luxury for the Masses. En: Harvard Business Review. pp. 48 - 57;art, Sotherby's (XXXX) Luxury Marketing: A Deep Dive into High-End Branding. Disponible en: https://sothebysinstitute.com/how-to-series/luxury-marketing.Sprott, D.; Czellar, S.; Spangenberg, E. (2009) The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. En: Journal of Marketing Research. Vol. 46; No. 1; pp. 92 - 104; Disponible en: 10.1509/jmkr.46.1.92.llc, Time Piece (XXXX) Patek Philippe Nautilus 5711: What makes it so coveted?. Disponible en: https://timepiecetradingllc.com/blogs/news/patek-philippe-nautilus-5711-what-makes-it-so-coveted.Ultimz (XXXX) The Patek Philippe Nautilus: A Masterpiece of Luxury and Elegance. Disponible en: https://ultimz.com/journal/the-patek-philippe-nautilus-a-masterpiece-of-luxury-and-elegance/.Splatter, Urban (2023) The art of Designer Brand Patterns. Disponible en: https://www.urbansplatter.com/2023/05/the-art-of-designer-brand-patterns/.Veloutsou, Cleopatra; Moutinho, Luiz (2009) Brand relationships through brand reputation and brand tribalism. En: Journal of Business Research. pp. 314 - 322; Disponible en: 10.1016/j.jbusres.2008.05.010.Vigneron, F.; Johnson, L.W. (2004) Measuring perceptions of luxury brands. En: Journal of Brand Management. pp. 484 - 506;collecting, Watch (2023) What makes Patek Philippes Nautilus so special?. Disponible en: https://www.watchcollecting.com/articles/what-makes-patek-philippes-nautilus-so-special.Xi, N.; Hamari, J. (2020) Does gamification affect brand engagement and equity? A study in online brand communities. En: Journal of Business Research. Vol. 109; pp. 449 - 460; Disponible en: 10.1016/j.jbusres.2019.11.058.Zeithaml, Valerie A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. En: Journal of Marketing. Vol. 52; No. 3; pp. 2 - 22; Disponible en: 10.2307/1251446.Luxus + (2021) Petite histoire du luxe français. En: Luxus Magazine. Consultado en: 2024/04/09/18:44:32. Disponible en: https://magazine.luxus-plus.com/lhistoire-du-luxe-francais/.Fippard, David (2015) Quick spot: Brand overexposure?. En: Your Projector. Consultado en: 2024/04/09/18:45:12. Disponible en: https://www.yourprojector.com/quick-spot-brand-overexposure/.Evans, Mark (2019) The risks of over-exposure: how ad bombardment promotes consumer mistrust | WARC. En: WARC. Consultado en: 2024/04/09/18:45:28. Disponible en: http://www.warc.com/newsandopinion/opinion/the-risks-of-over-exposure-how-ad-bombardment-promotes-consumer-mistrust/en-gb/2998.Connell, Regina (2021) The Luxury Consumer, Sustainability and Social Responsibility: It’s Complicated. En: Sustainable Brands. Consultado en: 2024/04/09/18:45:32. Disponible en: https://sustainablebrands.com/read/walking-the-talk/the-luxury-consumer-sustainability-and-social-responsibility-it-s-complicated.Hennings, Nadine; Wiedmann, Klaus-Peter; Behrens, Stefan; Klarmann, Christiane (2013) Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. En: Journal of Brand Management. Vol. 20; No. 8; pp. 705 - 715; 1350-231X; Consultado en: 2024/04/09/18:46:11. Disponible en: https://typeset.io/papers/unleashing-the-power-of-luxury-antecedents-of-luxury-brand-2z7t0igy00. Disponible en: 10.1057/BM.2013.11.Hennings, Nadine; Wiedmann, Klaus-Peter; Siebels, Astrid (2009) Value-based segmentation of luxury consumption behavior. En: Psychology & Marketing. Vol. 26; No. 7; pp. 625 - 651; 0742-6046; Consultado en: 2024/04/09/18:46:15. Disponible en: https://typeset.io/papers/value-based-segmentation-of-luxury-consumption-behavior-2yo75zj0ef. Disponible en: 10.1002/MAR.20292.Vigneron, Franck; Johnson, Lester W. (2004) Measuring Perceptions of Brand Luxury. En: Journal of Brand Management. Vol. 11; No. 6; pp. 484 - 506; 1350-231X; Consultado en: 2024/04/09/18:46:19. Disponible en: https://typeset.io/papers/measuring-perceptions-of-brand-luxury-ghyrep4plv. Disponible en: 10.1057/PALGRAVE.BM.2540194.Phau, Ian; Prendergast, Gerard (2000) Consuming luxury brands: The relevance of the ‘Rarity Principle’. En: Journal of Brand Management. Vol. 8; No. 2; pp. 122 - 138; 1350-231X; Consultado en: 2024/04/09/18:46:22. Disponible en: https://typeset.io/papers/consuming-luxury-brands-the-relevance-of-the-rarity-1lwsebaikj. Disponible en: 10.1057/PALGRAVE.BM.2540013.Kapferer, Jean-Noël; Valette-Florence, Pierre (2018) The impact of brand penetration and awareness on luxury brand desirability:: A cross country analysis of the relevance of the rarity principle. En: Journal of Business Research. Vol. 83; pp. 38 - 50; 0148-2963; Consultado en: 2024/04/09/18:46:26. Disponible en: https://typeset.io/papers/the-impact-of-brand-penetration-and-awareness-on-luxury-1vh9sdt2xt. Disponible en: 10.1016/J.JBUSRES.2017.09.025.Yang, Wan; Mattila, Anna S. (2014) Do affluent customers care when luxury brands go mass?: The role of product type and status seeking on luxury brand attitude. En: International Journal of Contemporary Hospitality Management. Vol. 26; No. 4; pp. 526 - 543; 0959-6119; Consultado en: 2024/04/09/18:46:31. Disponible en: https://typeset.io/papers/do-affluent-customers-care-when-luxury-brands-go-mass-the-3rke1bx5qg. Disponible en: 10.1108/IJCHM-03-2013-0124.Madichie, Nnamdi O. (2009) Consumer Behavior: Buying, Having, and Being (8th ed.). En: Management Decision. Vol. 47; No. 5; pp. 845 - 848; 0025-1747; Consultado en: 2024/04/09/18:46:38. Disponible en: https://doi.org/10.1108/00251740910960169. Disponible en: 10.1108/00251740910960169.Myatt, Mike (2011) Brand Exposure on Social Media. En: N2Growth. Consultado en: 2024/04/09/18:48:20. Disponible en: https://www.n2growth.com/brand-exposure/.Farhat, Kashif; Mokhtar, Sany Sanuri Mohd; Salleh, Salniza Bt Md. (2020) Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan. En: Management Science Letters. pp. 2237 - 2248; 19239335, 19239343; Consultado en: 2024/04/09/19:01:11. Disponible en: http://www.growingscience.com/msl/Vol10/msl_2020_62.pdf. Disponible en: 10.5267/j.msl.2020.3.012., euronews (2017) A brief history of luxury. En: euronews. Consultado en: 2024/04/09/19:43:45. Disponible en: https://www.euronews.com/green/2017/09/18/a-brief-history-of-luxury. A history of luxury. En: FutureLearn. Consultado en: 2023/03/16/17:43:58. Disponible en: https://www.futurelearn.com/info/blog. Luxury Marketing: A Deep Dive into High-End Branding. En: Sotheby's Institute of Art. Consultado en: 2024/04/09/19:44:03. Disponible en: https://www.sothebysinstitute.com/how-to-series/luxury-marketing. The Definition Of Luxury Is Expanding And Changing. Consultado en: 2024/04/09/19:44:13. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/?sh=7193a91c6a13.TPT Timepiece Trading; Patek Philippe Nautilus 5711: What Makes It So Coveted?. En: TPT Timepiece Trading. Consultado en: 2024/04/09/19:44:23. Disponible en: https://timepiecetradingllc.com/blogs/news/patek-philippe-nautilus-5711-what-makes-it-so-coveted.Watson, Emiy (2023) The Art of Designer Brand Patterns. En: Urban Splatter. Consultado en: 2024/04/09/19:44:29. Disponible en: https://www.urbansplatter.com/2023/05/the-art-of-designer-brand-patterns/. (2023) The Hermes Birkin Bag: A Timeless Icon of Craftsmanship, Rarity, and Investment Value. En: AFFLUENT CEO. Consultado en: 2024/04/09/19:44:35. Disponible en: https://www.affluentceo.com/the-hermes-birkin-bag-a-timeless-icon-of-craftsmanship-rarity-and-investment-value/. (2023) What makes Patek Philippe's Nautilus so special?. En: Watch Collecting. Consultado en: 2024/04/09/19:44:50. Disponible en: https://watchcollecting.com/articles/what-makes-patek-philippes-nautilus-so-special?utm_source=website&utm_medium=share. The luxury industry during—and after—coronavirus | McKinsey. Consultado en: 2024/04/09/19:44:59. Disponible en: https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-industry-during-and-after-coronavirus.DeAcetis, Joseph (2020) The Perfect Balance: How Luxury Brands Can Maintain Exclusivity And Still Be Relatable Online. En: Forbes. Consultado en: 2024/04/09/19:45:07. Disponible en: https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/.joshua2; Insight into the consumer buying decision process | Ashton Manufacturing. Consultado en: 2024/04/09/19:45:25. Disponible en: https://ashtonmanufacturing.com.au/insight-into-the-consumer-buying-decision-process/.Kestenbaum, Richard (2021) The Definition Of Luxury Is Expanding And Changing. En: Forbes. Consultado en: 2024/04/09/19:45:32. Disponible en: https://www.forbes.com/sites/richardkestenbaum/2021/12/16/the-definition-of-luxury-is-expanding-and-changing/.Kim, Angella J.; Ko, Eunju (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. En: Journal of Business Research. Fashion Marketing and Consumption of Luxury Brands; Vol. 65; No. 10; pp. 1480 - 1486; 0148-2963; Consultado en: 2024/04/09/19:45:41. Disponible en: https://www.sciencedirect.com/science/article/pii/S0148296311003584. Disponible en: 10.1016/j.jbusres.2011.10.014.Notman, Derek (2021) Changing Trends – The History of Luxury | Luxury Lifestyle | Tribe of Luxury. En: Tribe of Luxury. Disponible en: https://www.tribeofluxury.com/blog-01/changing-trends-history-luxury.Prasad, Keshav; Dev, Chekitan S. (2000) Managing Hotel Brand Equity: A Customer-centric Framework for Assessing Performance. En: Cornell Hotel and Restaurant Administration Quarterly. Vol. 41; No. 3; pp. 22 - 31; 0010-8804; Consultado en: 2024/04/09/19:45:56. Disponible en: https://doi.org/10.1177/001088040004100314. Disponible en: 10.1177/001088040004100314.Sprott, David; Czellar, Sandor; Spangenberg, Eric (2009) The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. En: Journal of Marketing Research. Vol. 46; No. 1; pp. 92 - 104; 0022-2437; Consultado en: 2024/04/09/19:46:02. Disponible en: https://doi.org/10.1509/jmkr.46.1.92. Disponible en: 10.1509/jmkr.46.1.92.Xi, Nannan; Hamari, Juho (2020) Does gamification affect brand engagement and equity? A study in online brand communities. En: Journal of Business Research. Vol. 109; pp. 449 - 460; 0148-2963; Consultado en: 2024/04/09/19:46:09. Disponible en: https://www.sciencedirect.com/science/article/pii/S0148296319307337. Disponible en: 10.1016/j.jbusres.2019.11.058.Achille, Antonio; Zipser, Daniel (2020) A perspective for the luxury-goods industry during—and after—coronavirus. En: McKinsey & Company. Consultado en: 2024/04/09/20:03:00. Disponible en: http://ceros.mckinsey.com/coronavirus-promo. Hofmeester, Karin; Grewe, Bernd-Stefan (2016) Luxury in global perspective: objects and practices, 1600-2000. En: Studies in comparative world history. pp. 322 New York: Cambridge University Press; 978-1-107-10832-5;Luxus + (2021) A brief history of French luxury. En: Luxus Magazine. Consultado en: 2024/04/09/20:25:02. Disponible en: https://magazine.luxus-plus.com/en/the-history-of-french-luxury/.Silverstein, Michael J.; Fiske, Neil (2003) Luxury for the Masses. En: Harvard Business Review. 0017-8012; Consultado en: 2024/04/09/21:15:27. Disponible en: https://hbr.org/2003/04/luxury-for-the-masses.Berthon, Pierre; Pitt, Leyland; Parent, Micheal; Berthon, Jean-Paul (2009) Aesthetics and ephemerality: Observing and preserving the luxury brand. Vol. 52; No. 1; pp. 45 - 66; Disponible en: 10.1525/cmr.2009.52.1.45.Ismail, Ahmed (2015) Leveraging the potential of word of mouth: The role of love, excitement and image of fashion brands. En: Journal of Global Fashion Marketing. Vol. 6; pp. 87 - 102; Disponible en: 10.1080/20932685.2014.999013.Kotler, Philip; Keller, Kevin Lane; Chernev, Alexander (2022) Marketing Management. : Pearson Education Inc.; 978-0-13-588715-8;Kumar, V.; Reinartz, Werner (2016) Creating Enduring Customer Value. En: Journal of Marketing. Vol. 80; No. 6; pp. 36 - 68; Disponible en: 10.1509/jm.15.0414.Blackwell, Roger. D.; Engel, James. F; Rahman, Zillur; Miniard, Paul. W. (2018) Consumer behavior model. Andover: Cengage; 93-86650-87-8; Consultado en: 2024/04/16/17:25:49. Disponible en: https://www.researchgate.net/publication/337847958/figure/fig1/AS:973671304814595@1609152737368/Consumer-behavior-model.ppm.instname:Universidad del Rosarioreponame:Repositorio Institucional EdocURIndustria de lujoConcienciaSobreexposiciónComportamiento del consumidorPercepción de valorRarezaAdaptabilidadConcepción de lujoLuxury industryAwarenessOverexposurePerceived valueConsumer behaviorRarityAdaptabilityThe impacts of awareness versus overexposure in the luxury industryLos impactos de la conciencia frente a la sobreexposición en la industria del lujobachelorThesisTrabajo de gradoTrabajo de gradohttp://purl.org/coar/resource_type/c_7a1fEscuela de AdministraciónLICENSElicense.txtlicense.txttext/plain1483https://repository.urosario.edu.co/bitstreams/d001fb12-e6c3-43b9-b168-3222446455e0/downloadb2825df9f458e9d5d96ee8b7cd74fde6MD52ORIGINALThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdfThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdfapplication/pdf925472https://repository.urosario.edu.co/bitstreams/126311b7-7788-4c6b-96cb-2a6746ce8adb/download0b912ed0d523437c5717f05d19e8924aMD512The_impacts_of_awareness_versus_overexposure_Mi_biblioteca.risThe_impacts_of_awareness_versus_overexposure_Mi_biblioteca.risapplication/x-research-info-systems47569https://repository.urosario.edu.co/bitstreams/6cef4054-bb94-4781-b444-43c55074f8e8/downloadd0a9d0dfaf5932e6580bbfe1945accd2MD513CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8893https://repository.urosario.edu.co/bitstreams/3a2d9cf8-c90f-4b72-88c6-01ced77938d1/download5310bb89a00d5ead086944535cc857c4MD514TEXTThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdf.txtThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdf.txtExtracted texttext/plain100211https://repository.urosario.edu.co/bitstreams/a49dd67b-2cd7-4440-a5a8-76972c39f11f/downloade076d25c5178158e776a82db869a1ad4MD515THUMBNAILThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdf.jpgThe_impacts_of_awareness_versus_overexposure_VillamilCastro_MariaCamila_2024.pdf.jpgGenerated Thumbnailimage/jpeg2075https://repository.urosario.edu.co/bitstreams/16818bad-7fdb-4735-8338-5e4d02a7c871/download22f57b3defc57f6c756cbb868c710832MD51610336/42465oai:repository.urosario.edu.co:10336/424652024-04-20 03:01:03.222http://creativecommons.org/licenses/by-nd/4.0/Attribution-NoDerivatives 4.0 Internationalhttps://repository.urosario.edu.coRepositorio institucional EdocURedocur@urosario.edu.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

Publicaciones similares