Publication: El lifestyle branding como estrategia de gestión de marca en las PYMES de la industria de moda en España
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2021-03-09
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Universidad Complutense de Madrid
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Abstract
El término lifestyle branding carece de una discusión en el ámbito científico, a pesar del interés creciente que suscita tanto en el ámbito académico como en la industria. Esta tesis doctoral tiene como objetivo responder a este vacío de conocimiento a través del establecimiento de un estado de la cuestión sobre los estudios entorno al lifestyle branding y de una investigación aplicada utilizando metodología cualitativa y la técnica de estudios de caso múltiples en PYMES de moda española. Las principales aportaciones son la presentación de una definición del lifestyle branding como un concepto estratégico y sus dimensiones. Es un posicionamiento de marca relacionado con una perspectiva digital, frente a conceptualizaciones más tradicionales focalizadas en el entorno físico. El concepto es diferente al de lifestyle imagery y está estrechamente vinculado con la autenticidad de marca. El estilo de vida del fundador y el hecho de que los empleados vivan los valores de marca inciden en ello, aspectos que no han sido tratados por estudios académicos previos y por tanto novedosos. El universo simbólico de la marca es descubierto como una dimensión clave del lifestyle branding frente a otros como el de las relaciones, la comunidad o boca a oreja y la experiencia del cliente en un entorno físico...
Lifestyle branding remains undefined and lacks a scientific body of knowledge, despite a rise in interest in the topic. This doctoral dissertation addresses this void in academia by empirically researching its meanings using qualitative methodology and thematic analysis through multiple-case research of SME fashion retail brands in Spain. The definition of lifestyle branding is explored and its dimensions for operationalizationare presented. The primary contributions of this study are that lifestyle branding is discovered as brand-oriented type of positioning and related to a digital brand approach by contrast to more traditional retail branding. It is distinct from lifestyle imagery and is closely linked to brand authenticity. Founder’s and employees “living” the brand lifestyle are seen as essential in translating this brand authenticity, which have not been addressed by previous literature, and the brand’s symbolic universe is portrayed as a key dimension overriding others such as the importance of relationships/community and word-of-mouthor the client experience in a physical venue...
Lifestyle branding remains undefined and lacks a scientific body of knowledge, despite a rise in interest in the topic. This doctoral dissertation addresses this void in academia by empirically researching its meanings using qualitative methodology and thematic analysis through multiple-case research of SME fashion retail brands in Spain. The definition of lifestyle branding is explored and its dimensions for operationalizationare presented. The primary contributions of this study are that lifestyle branding is discovered as brand-oriented type of positioning and related to a digital brand approach by contrast to more traditional retail branding. It is distinct from lifestyle imagery and is closely linked to brand authenticity. Founder’s and employees “living” the brand lifestyle are seen as essential in translating this brand authenticity, which have not been addressed by previous literature, and the brand’s symbolic universe is portrayed as a key dimension overriding others such as the importance of relationships/community and word-of-mouthor the client experience in a physical venue...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 03-12-2020