Marcas de luxo: Conscientização e imagem e sua influência na lealdade e no engajamento




marcas de luxo;, conscientização da marca;, imagem de marca;, fidelidade à marca;, engajamento.


Este trabalho é baseado no conceito de Brand Equity no setor de luxo. Analisa as relações entre Conscientização, Imagem e Lealdade, incluindo Engajamento em sua relação com as variáveis comentadas. Um modelo teórico foi especificado e testado por Análise Fatorial Confirmatória. As hipóteses foram testadas executando um modelo de equações estruturais. Cada hipótese resultou ser significativa. O modelo se ajustou bem aos dados. As conclusões obtidas a partir da análise dos dados permitem descrever os efeitos que ocorrem entre as variáveis, sendo importantes para a sua gestão para que os gestores das empresas de luxo possam aumentar o valor das suas marcas.

Biografia do Autor

Valentín Gallart-Camahort, Universidad Cardenal Herrera-CEU

Researcher at the Cardenal Herrera University.

PhD in Business Administration and Marketing from Jaume I University.

Eugenio de la Oliva-Ramos, Universidad Cardenal Herrera CEU

Graduate in Business Management and Marketing from Cardenal Herrera University.

Laura Fernández-Durán, Universidad Cardenal Herrera CEU

PhD in Business Administration from Cardenal Herrera University


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Como Citar

Gallart-Camahort, V., de la Oliva-Ramos, E., & Fernández-Durán, L. (2021). Marcas de luxo: Conscientização e imagem e sua influência na lealdade e no engajamento. Contextus – Revista Contemporânea De Economia E Gestão, 19, 305–315.