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  2. Comunidades & Colecções
  3. Nova School of Business & Economics (NSBE)
  4. NSBE: Nova SBE
  5. NSBE: Nova SBE - MA Dissertations
Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/123473
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Campo DCValorIdioma
dc.contributor.advisorMaincourt, Christophe-
dc.contributor.authorQuadros, Inês Neves E Castro De Castro e-
dc.date.accessioned2021-08-31T14:51:08Z-
dc.date.available2021-08-31T14:51:08Z-
dc.date.issued2021-01-18-
dc.date.submitted2021-01-04-
dc.identifier.urihttp://hdl.handle.net/10362/123473-
dc.description.abstractThe dream equation, the positive and negative effect of brand awareness and penetration, respectively, on the luxury dream, has been challenged bye-commerce. This work project focuses on how five multi-brand e-retailers are addressing this equation. After conducting observations and in-depth semi-structured interviews, it is possible to infer that the dream is no longer related to what the theory predicts, but with the luxury experience. Interviewees do not feel that a true luxury experience is provided online as they do not feel exclusive. Therefore, multi-brand e-retailers, which increase brand accessibility and penetration, do not highly damage the dream equation anymore.pt_PT
dc.language.isoengpt_PT
dc.relationinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PTpt_PT
dc.rightsopenAccesspt_PT
dc.subjectLuxurypt_PT
dc.subjectDream equationpt_PT
dc.subjectMulti-brand e-retailerspt_PT
dc.subjectBrand awarenesspt_PT
dc.subjectBrand penetration and accessibility.pt_PT
dc.titleHow are multi-brand e-retailers addressing luxury brands´ dream equation?pt_PT
dc.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Management and International Business from the NOVA – School of Business and Economics and Maastricht University Faculty of Economics and Business Administrationpt_PT
dc.identifier.tid202739392pt_PT
dc.subject.fosDomínio/Área Científica::Ciências Sociais::Economia e Gestãopt_PT
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