Do women dress for other women? A study on female luxury consumption and intrasexual competition

Luciana Merlin Bervian; Dinorá Eliete Floriani

doi:10.5585/remark.v20i1.17940

Autores

Luciana Merlin Bervian Universidade do Vale do Itajaí - UNIVALI https://orcid.org/0000-0002-8683-4190
Dinorá Eliete Floriani Universidade do Vale do Itajaí - UNIVALI http://orcid.org/0000-0001-7898-284X

DOI:

https://doi.org/10.5585/remark.v20i1.17940

Palavras-chave:

Consumo de produtos de luxo, Competição intrasexual feminina, Marketing.

Resumo

Objetivo: Este artigo investiga a influência da competição intrasexual feminina no consumo de produtos de luxo em países emergentes e tradicionais.

Design/metodologia/abordagem: A pesquisa é baseada em uma survey com 437 mulheres de países emergentes e tradicionais, para realizar uma análise cross-cultural. A abordagem é quantitativa com a aplicação de análise fatorial exploratória, análise fatorial confirmatória e regressão linear múltipla.

Originalidade/valor: O estudo visa preencher lacunas de pesquisa, analisando as motivações das mulheres na aquisição de produtos de luxo e a relação do consumo como estratégia de competição intrasexual, nomeadamente em países emergentes, onde o acesso a produtos de luxo tem sido retardado devido à abertura tardia dos mercados.

Resultados: Os resultados mostram que a competição intrasexual feminina, no contexto da atração de um parceiro romântico, desempenha um papel importante no consumo de produtos de luxo. As mulheres exibem itens de luxo quando se sentem ameaçadas por outras mulheres. A moderação dos países não interferiu na associação da competição intrasexual feminina com o consumo de produtos de luxo.

Contribuição teórica e prática: Estes resultados mostram descobertas pioneiras para a área de gestão e marketing. Estudos anteriores enfocando esses países restringiram o escopo da seleção sexual ao campo da psicologia. Compreender a singularidade do consumo de produtos de luxo é um fator analítico e estratégico importante para os profissionais de marketing.

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Biografia do Autor

Luciana Merlin Bervian, Universidade do Vale do Itajaí - UNIVALI

Doutorado em Administração.

Dinorá Eliete Floriani, Universidade do Vale do Itajaí - UNIVALI

Programa de Pós-Graduação em Administração (PPGA)

Programa de Mestrado Profissional em Gestão Internacionalização e Logística (PMPGIL).

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