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Fragrances' luxury brand extension:consumer behaviour and influences

2020Journal article Open access
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dc.contributor.authorFigueiredo, José António
dc.contributor.authorEiriz, Vasco
dc.date.accessioned2020-09-15T11:13:03Z
dc.date.available2020-09-15T11:13:03Z
dc.date.issued2020
dc.description.abstractPurpose – 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFigueiredo, J. & Eiriz, V. (2020). Fragrances' luxury brand extension : consumer behaviour and influences. EuroMed Journal of Business. doi: 10.1108/EMJB-04-2020-0038pt_PT
dc.identifier.doi10.1108/EMJB-04-2020-0038pt_PT
dc.identifier.issn1450-2194
dc.identifier.urihttp://hdl.handle.net/10400.15/3050
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.relation.publisherversionhttps://www.emerald.com/insight/content/doi/10.1108/EMJB-04-2020-0038/full/html?skipTracking=truept_PT
dc.subjectMarketing strategypt_PT
dc.subjectBrandingpt_PT
dc.subjectLuxurypt_PT
dc.subjectBrand extensionpt_PT
dc.subjectFragrancespt_PT
dc.titleFragrances' luxury brand extension:consumer behaviour and influencespt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issueahead-of-printpt_PT
oaire.citation.titleEuroMed Journal of Businesspt_PT
oaire.citation.volumeahead-of-printpt_PT
person.familyNameFigueiredo
person.givenNameJose Antonio
person.identifier.ciencia-idA610-66A9-C607
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1770f254-63fd-40f6-8cf3-e797939a5b94
relation.isAuthorOfPublication.latestForDiscovery1770f254-63fd-40f6-8cf3-e797939a5b94

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