Comunicação e Consumo: a influência das grifes nacionais na formação da identidade da consumidora brasileira do luxo

• Ano de defesa: 2011
• Autor(a) principal: Leite, Adriana Figueiredo Junqueira
• Orientador(a): Tondato, Marcia Perencin
• Banca de defesa: Orofino, Maria Isabel Rodrigues , Wajnman, Solange
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação; consumo; identidade; grife nacional; consumidora do luxo
• Palavras-chave em Inglês: communication; consumption; identity; national brand; luxury consumer
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/101

The broad purpose of this work is to study some issues that serve to support the relationship among consumption, communication and identity. It seeks to understand the relations between communications and consumption, as from the formation of the identity of female consumers of national luxury articles, obtaining these relations inside the group itself. For that purpose, we will investigate some representations of consumptions of national brands by a social group of the elite, which can influence new tendencies and be followed by other social groups. We will look after the profile of this consumer and how his choices are made. The specific purpose of this work is to analyze the relations among communication, consumption and formation of identity, understood as a continuous social process, where the agents are actives in their choices. Therefore, this work proposes a study of the reception, which is inserted at the research line that studies the socio-cultural impacts of the communication oriented to the marke of the Communication and Consumption Practices Master Program of ESPM. In the process of investigation, we will conduct a bibliographical research, under a theoretical nature, in order to look for references that will help to build the object, enriching the reflections over the proposed relations and the analysis of the data to be collected in field researches. We will also conduct a research of secondary data over the fashion world.