Publicação
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Silveira, Catherine da | |
| dc.contributor.advisor | Maincourt, Christophe | |
| dc.contributor.author | Momade, Maria Leonor De Magalhães Fechas | |
| dc.date.accessioned | 2022-10-18T08:22:32Z | |
| dc.date.available | 2022-10-18T08:22:32Z | |
| dc.date.issued | 2022-01-17 | |
| dc.date.submitted | 2021-12-17 | |
| dc.description.abstract | Cartier is one of the world’s largest luxury houses of jewellery and watches. In Portugal the Maison aims to further engage with local consumers to develop its sales potential. Nevertheless, Cartier is currently not a brand that male luxury consumers of the category desire, possess or own, perceiving it as feminine. The focus of this thesis is to create a marketing and communication strategy that would appeal to men luxury consumers. This strategy consists in 4main actions: (1) establishing a male flagship product; (2) creating local brand ambassadors; (3) leveraging on paid media; (4) sponsoring key events and organizations. | pt_PT |
| dc.identifier.tid | 203063325 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/144791 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Luxury | pt_PT |
| dc.subject | Brand management | pt_PT |
| dc.subject | Brand image | pt_PT |
| dc.subject | Jewellery | pt_PT |
| dc.subject | Watches | pt_PT |
| dc.subject | Brand communication | pt_PT |
| dc.title | Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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