ID: 58377
Authors:
Melina Abu Marrul, Antônio Rodrigues Albuquerque Filho, Maria Maciléya Azevedo Freire, Douglas Heimbecker.
Source:
NAVUS - Revista de Gestão e Tecnologia, v. 9, n. 4, p. 161-176, October-December, 2019. 16 page(s).
Keyword:
Brand positioning , Feminine image , Luxury real estate market
Document type: Article (Portuguese)
Show Abstract
This research aims to identify the perception of prospect clients regarding the contribution of the use of female image in the brand positioning of a luxury real estate enterprise. For that, a research was conducted through a structured, qualitative-descriptive interview in Fortaleza-CE, having as sample 12 prospects, selected from the consumer profile of the Manhattan Beach Riviera project of Construtora Manhattan. The results allowed to realize that the use of the female image in commercials of luxury enterprise is beneficial for the image of the product. Another important observation is the need of coherence in the communication and the transmission of the identity of the company with the perception of the image.
