A Percepção de Valor no Consumo de Calçados de Luxo: Um Estudo com Modelagem de Equações Estruturais

Daiane Pereira da Fonseca Lopes; Karim Marini Thomé; Rosângela Vieira Monteiro

doi:10.5020/2318-0722.2022.28.e10916

Autores

Daiane Pereira da Fonseca Lopes Universidade de Brasília (UnB) https://orcid.org/0000-0002-8871-482X
Karim Marini Thomé Universidade de Brasília (UnB) https://orcid.org/0000-0003-2701-5643
Rosângela Vieira Monteiro Universidade de Brasília (UnB) https://orcid.org/0000-0002-9902-6694

DOI:

https://doi.org/10.5020/2318-0722.2022.28.e10916

Palavras-chave:

consumo de calçados, luxo, percepção de valor, estratégias de marketing

Resumo

O objetivo deste trabalho é analisar o valor de consumo de luxo, visando identificar quais valores influenciam e norteiam o consumo de calçados de luxo. Os dados para o estudo foram coletados de 675 consumidores e analisados utilizando a técnica de modelagem de equações estruturais. Os resultados indicaram que os fatores hedônicos, emocionais e pessoais influenciam positivamente o valor percebido pelo cliente de calçado de luxo. Além disso, os Valores Interação e Financeiro também mostraram-se significativos, visto que resultados apontam que o consumidores levam em consideração aspectos como preço e a possibilidade de acolhimento e reconhecimento em determinados grupos ao adquirirem calçados de luxo. Em suma, este estudo providencia insights para potencializar/aprimorar as estratégias das marcas de luxo do setor de calçados, favorecendo assim, a criação de novas oportunidades e demandas para o mercado de luxo com vistas à vantagem competitiva.

Downloads

Não há dados estatísticos.

Biografia do Autor

Daiane Pereira da Fonseca Lopes, Universidade de Brasília (UnB)

Doutoranda em Administração e Mestra em Agronegócios pela Universidade de Brasília (UnB).

Karim Marini Thomé, Universidade de Brasília (UnB)

Doutor em Administração, Pós-Doutor pela Stockholm School of Economics e Uppsala University. Docente da Universidade de Brasília (UnB).

Rosângela Vieira Monteiro, Universidade de Brasília (UnB)

Mestre em Administração pela Universidade de Brasília (UnB). Tecnóloga em Processamento de Dados pela UnB. MBA em Tecnologias da Informação e Comunicação pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS).

Referências

Ajitha, S., & Sivakumar, V. J. (2019). The moderating role of age and gender on the attitude towards new luxury fashion brands. Journal of Fashion Marketing and Management: An International Journal, 23(4), 440-465. DOI: 10.1108/JFMM-05-2018-0074

Atwal, G., & Williams, A. (2017). Luxury brand marketing - The experience is everything!. In J. N. Kapferer, J. Kernstock, T. O. Brexendorf, S. M. Powell (Eds.), Advances in luxury brand management (pp. 43-57). Palgrave Macmillan. Link

Bahri-Ammari, N., Coulibaly, D., & Mimoun, M. S. B. (2020). The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept. Journal of Retailing and Consumer Services, 52, e101903. DOI: 10.1016/j.jretconser.2019.101903

Barnier, V., Rodina, I., & Valette-Florence, P. (2006). Which luxury perceptions affect most consumer purchase behavior? A cross-cultural exploratory study in France, the United Kingdom and Russia. Proceedings des Congrés Paris-Venise des Tendences Marketing, Paris, 8-17. Link

Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-43. DOI: 10.1108/07363769810202664

Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138. DOI: 10.1093/jcr/ucw076

Chandon, J. L., Laurent, G., & Valette-Florence, P. (2016). Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”. Journal of Business Research, 69(1), 299-303. DOI: 10.1016/j.jbusres.2015.08.001

Christodoulides, G., Michaelidou, N., & Li, H. C. (2009). Measuring perceived brand luxury: An evaluation of the BLI Scale. Journal of Brand Management, 16, 395-405. DOI: 10.1057/bm.2008.49

Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224. DOI: 10.1002/cb.364

Danziger, P. M. (2005). Let them Eat Cake: Marketing Luxury to the Masses-as Well as the Classes. Kaplan Publishing. Link

D’arpizio, C., Levato, F., Prete, F., Gault, C., Montgolfier, J (2020). Eight themes that are rewriting the future of luxury goods. Bain & Company.

Dubois, B., & Czellar, S. (2002). Prestige brands or luxury brands? An exploratory inquiry on consumer perceptions. Proceedings of the 31st European Marketing Academy Conference, University of Minho. Link

Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. HEC Research Paper Paris, (736). Link

Erickson, G. M., & Johansson, J. K. (1985). The role of price in multi-attribute product evaluations. Journal of Consumer Research, 12(2), 195-199. DOI: 10.1086/208508

Flint, D. J., & Woodruff, R. B. (2001). The initiators of changes in customers’ desired value: Results from a theory building study. Industrial Marketing Management, 30(4), 321-337. DOI: 10.1016/S0019-8501(99)00117-0

Graf, A., & Maas, P. (2008). Customer value from a customer perspective: A comprehensive review. Journal für Betriebswirtschaft, 58(1), 1-20. DOI: 10.1007/s11301-008-0032-8

Gallarza, M. G., Arteaga, F., Del Chiappa, G., Gil-Saura, I., & Holbrook, M. B. (2017). A multidimensional service-value scale based on Holbrook’s typology of customer value. Journal of Service Management, 28(4), 724-762. DOI: 10.1108/JOSM-06-2016-0166

Goulding, C. (1999). Consumer research, interpretive paradigms and methodological ambiguities. European Journal of Marketing, 33(9-10), 859-873. DOI: 10.1108/03090569910285805

Gorsuch, R. L. (1990). Common factor analysis versus component analysis: Some well and little known facts. Multivariate Behavioral Research, 25(1), 33-39. DOI: 10.1207/s15327906mbr2501_3

Goulding, J., Nadim, W., Petridis, P., & Alshawi, M. (2012). Construction industry offsite production: A virtual reality interactive training environment prototype. Advanced Engineering Informatics, 26(1), 103-116. DOI: 10.1016/j.aei.2011.09.004

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6ª ed.). Prentice hall.

Hassan, S., Husić-Mehmedović, M., & Duverger, P. (2015). Retaining the allure of luxury brands during an economic downturn. Journal of Fashion Marketing and Management, 19(4), 416-429. DOI: 10.1108/JFMM-03-2015-0030

Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618. DOI: 10.1016/j.jcps.2009.05.007

Hassan, M. M. (2015). Sustainable processing of luxury textiles. In M. A. Gardetti, S. S. Muthu (Eds.), Handbook of sustainable luxury textiles and fashion (pp. 101-120). Springer.

Heine, K. (2012). The concept of luxury brands (2ª ed). Link

Heine, K., & Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal, 19(2), 108-114. DOI: 10.1016/j.ausmj.2011.03.001

Hennigs, N., Wiedmann, K. P., & Klarmann, C. (2012). Luxury brands in the digital age: Exclusivity versus ubiquity. Marketing Review St. Gallen, 29, 30-35. Link

Hennigs, N., Wiedmann, K. P., Klarmann, C., Behrens, S., Jung, J., & Hwang, C. S. (2015). When the original is beyond reach: consumer perception and demand for counterfeit luxury goods in Germany and South Korea. Luxury Research Journal, 1(1), 58-75. Link

Lorenzo-Seva, U., Timmerman, M. E., & Kiers, H. A. L. (2011). The Hull method for selecting the number of common factors. Multivariate Behavioral Research, 46(2), 340-364. DOI: 10.1080/00273171.2011.564527

Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons, 55(5), 453-462. DOI: 10.1016/j.bushor.2012.04.002

Kim, J., & Johnson, K. K. (2015). Brand luxury index: A reconsideration and revision. Journal of Fashion Marketing and Management, 19(4), 430-444. DOI: 10.1108/JFMM-05-2015-0043

Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.

Mason, R. (1998). The economics of conspicuous consumption: Theory and thought since 1700. Edward Elgar.

Mortelmans, D. (2005). Sign values in processes of distinction: The concept of luxury. Semiotica, (157), 497-520. DOI: 10.1515/semi.2005.2005.157.1-4.497

Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands?. Journal of Product & Brand Management, 9(7), 485-497. DOI: 10.1108/10610420010351402

O’cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39. DOI: 10.1002/cb.155

Parguel, B., Delécolle, T., & Valette-Florence, P. (2016). How price display influences consumer luxury perceptions. Journal of Business Research, 69(1), 341-348. DOI: 10.1016/j.jbusres.2015.08.006

Pino, G., Amatulli, C., Peluso, A. M., Nataraajan, R., & Guido, G. (2019). Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets. Journal of Retailing and Consumer Services, 46, 163-172. DOI: 10.1016/j.jretconser.2017.11.006

Rintamäki, T., & Kirves, K. (2017). From perceptions to propositions: Profiling customer value across retail contexts. Journal of Retailing and Consumer Services, 37, 159-167. DOI: 10.1016/j.jretconser.2016.07.016

Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1). DOI: 10.9707/2307-0919.1116

Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48-57.

Simmel, G. (2003). The philosophy of fashion. In D. Frisby, M. Featherstone (Eds.), Simmel on culture: Selected writings (pp. 187-205). Sage Publicstions.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. DOI: 10.1016/0148-2963(91)90050-8

Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424. DOI: 10.1016/j.jbusres.2011.10.007

Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer Behaviour. Pearson Higher Education AU.

Torres, C. V., & Allen, M. W. (2009). Influência da cultura, dos valores humanos e do significado do produto na predição de consumo: síntese de dois estudos multiculturais na Austrália e no Brasil. RAM. Revista de Administração Mackenzie, 10(3), 127-152. DOI: 10.1590/S1678-69712009000300008

Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163. DOI: 10.1016/j.jbusres.2009.10.012

Veblen, T. (2017). The theory of the leisure class. Routledge.

Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study–three conceptual dimensions. The Marketing Review, 3(4), 459-478. DOI: 10.1362/146934703771910071

Wang, Y., & Griskevicius, V. (2014). Conspicuous consumption, relationships, and rivals: Women’s luxury products as signals to other women. Journal of Consumer Research, 40(5), 834-854. DOI: 10.1086/673256

Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, (7). Link

Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651. DOI: 10.1002/mar.20292

Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79. DOI: 10.1016/j.jretconser.2012.10.007

Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775-5784. DOI: 10.1016/j.jbusres.2016.04.174