Orientador(es)
Resumo(s)
Do aesthetics relate with brands? In this work, we try to find out if brands interfere with aesthetics,
and we use experimental aesthetics in trying to develop a new brand. The brand will apply to the
furniture of Álvaro Siza, a famous Portuguese architect, and our concern was consumer’s
assessment of it. We confront his design with the one of other relevant authors, and analyse how
consumer’s judgement varies in face of some basic factors. Our approach is market oriented,
explores cultural differences, uses WMDS - Weighted Multidimensional Scaling, and we believe it
brought us a preliminary, but fundamental understanding of consumers’ opinion, as well as some
evidence about such a relationship.