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Fragrances' luxury brand extension:consumer behaviour and influences
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Orientador(es)
Resumo(s)
Purpose – This article aims to understand the influences surrounding the consumption of fragrances, especially
if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main
reasons behind the process of buying fragrances and the main features associated with the consumption of
fragrances.
Design/methodology/approach – This research adopts a qualitative approach in the form of 15 in-depth
interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of
fragrances as a brand extension of luxury brands.
Findings – This research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on
the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is
the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.
Originality/value – This article adds to the current knowledge on the topics of luxury brand management
and buying behaviour by providing a better understanding of attitudes and influences towards the use of
fragrances. This research recognizes the importance of a brand extension strategy for luxury brands,
especially in the case of fragrances.
Descrição
Palavras-chave
Marketing strategy Branding Luxury Brand extension Fragrances
Contexto Educativo
Citação
Figueiredo, J. & Eiriz, V. (2020). Fragrances' luxury brand extension : consumer behaviour and influences. EuroMed Journal of Business. doi: 10.1108/EMJB-04-2020-0038