A comunicação e a venda online de joias de luxo

Joana Motta, Maria Barbosa, Sandra Filipe

Resumo


As marcas de luxo têm sido tradicionalmente vendidas
em boutiques, permitindo a proximidade física entre
vendedor e consumidor, e como tal, o recurso a
ferramentas do marketing sensorial. Contudo, cada vez
mais as marcas de luxo recorrem aos new media para
comunicar e vender os seus produtos. Entre os vários
canais de new media disponíveis, os web sites têm vindo
a assumir um papel de destaque.
O objetivo do presente estudo consiste em identificar e
analisar a estratégia de comunicação online das 13 marcas
de joias de luxo elencadas por Heine (2012) no World
Luxury Brands Diretory e no diretório da “World Luxury
Association”. Para o efeito foram avaliados os web sites de
cada empresa nas seguintes vertentes: 1) características
gerais do web site; 2) opções de interatividade; 3)
opções de venda disponibilizadas; e 4) os critérios de
segmentação e posicionamento escolhidos por cada
marca. O estudo baseia-se na vertente quantitativa da
metodologia da análise temática de conteúdo.


Palavras-chave


e-consumidor; web sites; joias de luxo; análise temática de conteúdo

Texto Completo:

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