Reciclagem de saldos: surpresa e originalidade como fatores de geração de valor para o produto e estabelecimento de uma relação significativa entre sujeito e objeto

Abstract

From the perspective of brand management, is it possible to imagine the recycling of balances as something relevant not only to the concept of sustainability but also a real element of costumer value? This paper will try to understand wich kind of feeling a recycled clothe is able to create on costumers; if the history of this clothe can deliver value to costumer and finally if the costumer´s experience with this clothe can become more important and significative, contribuiting to a pleasure relationship between consumer and product/brand.