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- Title
Brand Flings: Emoções Passageiras com as Marcas.
- Authors
de Oliveira, Adriana Martins; Correia, Ana Maria Magalhães; de Freitas Rêgo, Thaiseany; de Paula Bapthista, Paulo
- Abstract
The objective of this paper is to study the phenomenon brand flings as a kind of relationship with brands. Therefore, we used semi-structured in depth interviews with eight potential users of items of clothing brands, perfumes and electronics. The selection of the sample considered subjects with completes academic formation and professional stability. The interviews were engraved, with average duration of 28 minutes which process of content analysis by the software Atlas.ti 5.0 availed itself of the narrative of the experiences of each of the subjects with consumed brands. The study shows the brand flings as a kind of relationship of consumers with brands, as discussed in theory. Among the attributes found for this type of relationship, the highlight is the emotional aspect of the individual, which changes according to specific stages of life. It was also observed, trends determined by society (fashion) and the setting of cycles of excitation (positive) and boredom (negative) with regard to the brand. The brand flings also is turned the problems generated due to bad experiences with brands that occurred on grounds of quality, durability, size, market acceptance (resale) and providing related services.
- Publication
REUNIR: Revista de Administração, Contabilidade e Sustentabilidade, 2015, Vol 5, Issue 1, p39
- ISSN
2237-3667
- Publication type
Article
- DOI
10.18696/reunir.v5i1.291