Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

Abstract

The luxury brand marketing, differently from conventional marketing and branding, has specific characteristics. The main objective of this study is to identify the effects of the endorsement of celebrities and country of origin in the luxury brands evaluation. So the field research was conducted with two experiments, involving manipulation of variables through printed advertisings developed especially for this study. The results indicate that luxury brand evaluation is not affected by the use of endorsers, even celebrities endorsers. Also we verified that the country of origin may influence the customers brand evaluation in some circumstances.

Keywords

• Marcas. Marcas de luxo. Endossador. Efeito país de origem.