ID: 48472
Authors:
Sarah Pereira dos Santos, Bárbara Regina Lopes Costa, Richard Medeiros Araujoa.
Source:
Caderno Profissional de Administração da UNIMEP, v. 7, n. 2, p. 41-61, July-December, 2017. 21 page(s).
Keyword:
brand , Consumer , homossexual , identity
Document type: Article (Portuguese)
Show Abstract
In the last decades, the insertion of homosexuals in society, through a conquest of rights and the labor market, generating an increase in their purchasing power, has caused this historically marginalized public to enter the consumer society and awaken economic interests. This descriptive work analyzed, through an online questionnaire, 203 Brazilian homosexual men from different socioeconomic profiles and through a theoretical basis, if the collective identity of this group generated preference for certain clothing brands. He also proposed to find out if Brazilian homosexual men see fashion labels as part of the process of forming their identity as well as reaffirming their lifestyle. Therefore, the present study is one more way to better understand this consumer. The results point to a collective identity, which believes that the brand can influence the construction of an identity and is a means to reaffirm their lifestyle. Thus, they consume fashion and are willing to pay more for a particular brand that matches their expectations and meets their desire to buy.
