Symbolic Perfume Brands in Perception of Consumers

  • Andréa de Albuquerque de Lima
  • Wesley Vieira da Silva
  • Eliane Cristine Francisco Maffezzolli
  • Daniela Torres da Rocha
Keywords: Brand, Perfume, Symbolism

Abstract

It is not today that marketing argues that in a competitive market organizations need to identify and distinguish their offerings and this differentiation is presented to consumers only as a brand. In recent years it has been noted the growing importance attached to the brand as an asset for organizations. It is a product’s component which has gained remarkable attention and, in many cases, has turned into the largest asset of the company. We see a great deal of thinking about the importance of brands for organizations. The challenge for the companies is hot create a brand, but to build a brand that brings meaning and benefits to consumers. These benefits are both functional and symbolic. With the aim of verifying the relation between the symbolic benefits and perfume brands in the perception of consumers, we made an online survey with 200 consumers using the Qualtrics Survey Software, in which was applied a range of symbolism and brand experience already tested by Wolff (2002). The factor analysis resulted in five symbolism factors, namely: experience, prestige, exclusivity, trust/exceeded expectations and status. As a result, the brands perceived as more symbolic were Boticário and Dior.

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Author Biographies

Andréa de Albuquerque de Lima

Professora nos cursos de graduação e pós-graduação da Universidade Tuiuti do Paraná (Marketing e Publicidade e Propaganda – Curitiba-PR, Brasil. Coordenadora do MBA em Marketing Promocional e Merchandising. Mestre em Administração pela Pontifícia Universidade Católica
do Paraná, na Área de Estratégia em Marketing e Comportamento.
do Consumidor

Wesley Vieira da Silva

Professor Doutor do Programa de Pós-graduação Stricto Sensu em Administração da Pontifícia Universidade Católica do Paraná – Curitiba-PR, Brasil. Bolsista em produtividade de pesquisa do CNPq. Mestre e Doutor em Engenharia de Produção pela UFSC.

Eliane Cristine Francisco Maffezzolli

Professora Adjunta do Programa de Mestrado e Doutorado (PPAD) da PUCPR – Curitiba-PR, Brasil. Doutora e Mestre em Administração de Empresas pela UFPR, com ênfase em Comportamento do Consumidor e Estratégias de Marketing Especialista em Administração em Marketing pela FAE Business School.

Daniela Torres da Rocha

Doutoranda em Administração no Programa de Pós-Graduação em Administração (PPAD) da Pontifícia Universidade Católica do Paraná (PUCPR) – Curitiba-PR, Brasil. Mestre em Administração pela PUCPR
Graduada em Administração pela Pontifícia Universidade Católica do Paraná, Campus de Toledo.

How to Cite
Lima, A., Silva, W., Maffezzolli, E. C., & Rocha, D. (1). Symbolic Perfume Brands in Perception of Consumers. REGE Revista De Gestão, 20(2), 251-265. https://doi.org/10.5700/issn.2177-8736.rege.2013.98808
Section
Marketing