Submitted by admin tede (tede@pucgoias.edu.br) on 2016-09-19T12:39:34Z No. of bitstreams: 1 Carla Simone Castro da Silva.pdf: 3389973 bytes, checksum: 874a4f59c57f38f70fd5c49fe3cd4980 (MD5) / Made available in DSpace on 2016-09-19T12:39:34Z (GMT). No. of bitstreams: 1 Carla Simone Castro da Silva.pdf: 3389973 bytes, checksum: 874a4f59c57f38f70fd5c49fe3cd4980 (MD5) Previous issue date: 2016-04-25 / The world of luxury has seducing consumers for centuries. Since the times of royalty its symbols are flaunted as objects of power and status, arousing the wish and provoking social greed. Therefore, the market of counterfeits is growing every day, offering this consumer group the opportunity to enter into a distinct social status, where the beautiful and shiny logo of the desired brand signals a passport to all that it represents. These theses aimed to investigate how the context and social environment can influence consumers choose to acquire symbolic brand products although they are not authentic and how this behavior is accepted in society. Two studies have been conducted, and aimed: a) evaluate the measures of knowledge and quality of a set of marks displayed in the handling of two contexts (luxury x neutral) between buyers and non-buyers of counterfeits, for both original products and their correspondence with counterfeit products; b) measure the effects of layout on verbal responses of counterfeit buyers and non-buyers in relation to its evaluation of the purchasers behavior; c) verify the effect of instructions in publicity campaigns about the consumers behavior of counterfeits products as strategy to inhibit this consumption. The results indicated that the brands with the most informative boost level are those with the highest level of knowledge and quality, which reflects the willingness of consumers to pay for these goods, so much to original as counterfeit products. The Study 2 also revealed that there is an immediate effect of instructions correlating the organized crime with the falsification industry, signaling that this may be a possible strategy. / O universo do luxo encanta e seduz consumidores há séculos. Desde os tempos da realeza seus símbolos são ostentados como objetos de poder e status, despertando o desejo e provocando a cobiça social. Desta forma, o mercado de falsificações cresce a cada dia, oferecendo a um grupo de consumidores a oportunidade de adentrar a em um posicionamento social distinto, onde o belo e reluzente logotipo das marcas sinaliza um passaporte de inclusão a tudo o que este grupo almeja. Esta tese procurou investigar o quanto o contexto e o ambiente social podem influenciar consumidores a escolherem produtos de marcas simbólicas ainda que não sejam legítimos e como este comportamento é aceito em sociedade. Foram realizados dois estudos que se propuseram: a) avaliar as medidas de conhecimento e qualidade de um conjunto de marcas apresentadas na manipulação de dois contextos (luxo x acadêmico) entre compradores e não compradores de falsificações, tanto para produtos originais e sua correspondência com produtos falsificados; b) mensurar o efeito de leiaute sobre as respostas verbais de compradores e não compradores em relação à sua avaliação sobre o comportamento de compradores de falsificações; c) verificar o efeito de instruções em campanhas publicitárias sobre o comportamento dos consumidores de produtos falsificados como estratégia para inibir este consumo. Os resultados do Estudo 1 indicaram que as marcas com maior nível de reforço informativo são aquelas com maior nível de conhecimento e qualidade, o que reflete na disposição dos consumidores em pagar por bens destas, tanto para produtos originais quanto falsificados. O Estudo 2 revelou ainda que existe um efeito imediato de instruções correlacionando o crime organizado com a industria da falsificação, sinalizando que esta é uma estratégia possível.

Purpose: the objective of this research is to get a better understanding of luxury consumption in today’s society and the connection to sustainability. Consumers are no longer asking but demanding more sustainable practices from the fashion industry, especially the fast-fashion companies, calling any minor error or threat of “Greenwashing” (Joshi and Rahman 2019). Although, when it comes to luxury brands the level of exigence seems to be different. The aim is to understand the influence of sustainability when consumers are acquiring new pieces, in particular luxury ones. The purpose is to answer in which ways these two concepts are affected by each other and consequently if they will affect the luxury consumers. Method: An inductive approach was used by the researchers. 15 semi structured interviews were conducted to people from 10 different countries with ages between 22 to 60. The duration of these interviews was between 20 to 45 minutes and a questionnaire was designed in order to have a structure but also new questions were made as follow up or elaboration on what interviewees mentioned, where particular themes are defined and the questions are formulated during the interviews to extract the desirable answers in accordance with the themes (Bryman et al. 2021). Findings: Six themes were detected after the analysis of the results. First, the contemporary luxury consumer situation, followed by the feelings that occur after consuming luxury fashion products where there are mixed emotions of pleasure and shame. In the same sector, the current brand perception, arised the conversation about the lack of brand love. From this angle, the mixed consumption patterns that revealed the emerging phenomenon of consuming both luxury and fast-fashion came to support the absence of brand love. Lastly, in the context of sustainability, the view of sustainability among luxury consumers and the transition to more sustainable practices in purchasing fashion products were the other two themes that were discovered. Managerial Implications: the matter of the absence of brand love seems of great significance for executives and managers in luxury brands. Another aspect is the fact that managers could further capitalise on the quality that is provided by their brands since all participants expressed their preference in luxury products attributable to their endurance, managers could make their pivotal point, in the marketing efforts, the exceptional quality. Another contribution to get a better insight to the people involved in the industry, from designers to managers is to obtain a deeper understanding on how much sustainability efforts could affect or benefit their business.