Motivation, a key variable within brand management

Abstract

Motivation within the consumtion of products or services plays a very important part in brand management, because this variable can be one of the keys towards understanding and attracting consumers towards a brand. Motivation represents a key element of consumer behavior, an element that can determine whether a product is bought or not. Motivation is determinded by the existence of an unsatisfied need (CǍtoiu şi Teodorescu, 2007), being the result of economic, social, political and psychological factors. It is based on memories, experiences regarding the buying process, recommendations, elements that determine individuals to keep buying products or services for which there exists a motivation of consumption (Arnould, 2002). This paper's fundaments consist in an ongoing qualitative research regarding motivation, that has as its objective the study and understanding of certain motivational aspects regarding luxury clothing buying behavior. This study will present a series of atributes that luxury consumers or nonconsumers take into consideration when they decide to wear a unique clothing item. In order to put the subject at hand into perspective model has been constructed that shows the importance of motivation within brand management, a model that can be correlated with later results from the ongoing qualitative research.