@article{diaconu2017motivation,
  title = {Motivation, a Key Variable within Brand Management},
  author = {Valentina Iuliana Diaconu},
  year = 2017,
  url = {https://ibimapublishing.com/articles/JMRCS/2017/505739/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2017,
  pages = 12,
  doi = 10.5171/2017.505739,
  abstract = {Economical development buying behaviour has become harder to measure. Brand managers have to create marketing strategies adapted to each market segment so that their brands become more competitive, earning market shares and notoriety. Understanding consumer motivation is undoubtedly essential when increasing loyalty through advertising or growing a brand’s personality or improving a brand’s reliations with consumers. There are a large number of questions to which motivation can offer answers. Why isn’t motivation stable? Why do people so often change consumption behavior? What are the decisions that a marketer must make when there is a need for increasing market share for a brand? What resides in the consumer’s „black box” and how can the motivational centers be triggered? All these questions are in fact parts of the process through which brand management tries to attract more consumers. The purpose of this paper is to create a series of associations and causality relationships between consumer motivation for purchasing high-end clothing items and brand management. The analysis of purchase motivations was based on a qualitative study in the form of 32 in-depth interviews with luxury products users. The respondents were selected from a certain social category, being entrepreneurs or specialists working in the fashion industry or in fashion-related industries.
 },
  keywords = {consumer motivation, luxury fashion, brand management, personality},
  note = Article ID: 505739
}