Percorrer por autor "Sampaio, Marta da Costa"
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- The impact of the consumers’ social and environmental awareness on luxury brands’ valuationsPublication . Sampaio, Marta da Costa; Colaço, Vera HerédiaThe present dissertation studies the impact of luxury brands’ ethical positioning on consumers’ brand valuations for purchase intention, perceived aesthetics and consumers’ perceived ethicality. Moreover, it provides insights into the moderating role of consumers social and environmental awareness on the relationship between luxury brands’ ethical positioning and consumers’ brand valuations. An experimental study was conducted to investigate different levels of ethical luxury positioning (ethical luxury brand vs. mainstream luxury brand) and analyze what are consumers’ valuations. Results show that consumers brand valuations are higher for ethical luxury brands, suggesting that they are more likely to purchase those brands, perceive them as more aesthetically appealing and with a higher ethicality perception. Further, consumers’ ethicality perceptions about a brand show to mediate the relationship between the luxury brand type and brands’ valuations. Overall, this study provides empirical evidence that not only luxury and sustainability are not opposite concepts, but they are actually strong allies in the eyes of the consumer.