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Publication
Marketing experiencial na estratégia de ativação de marca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.76 MB | Adobe PDF |
Authors
Abstract(s)
Atualmente os consumidores são expostos a enormes quantidades de publicidade e recebem inúmeros estímulos de marketing diariamente. Isto, porque as marcas introduzem intervenções de marketing experiencial nas suas estratégias, com a esperança de melhorar o envolvimento dos consumidores. Dados estes factos, este estudo visa explorar até que ponto o Marketing Experiencial influencia a Estratégia de Ativação de uma Marca. A investigação incide sobre a população residente em Portugal e, para esse fim, foi concebido um inquérito por via de questionário a uma amostra de 231 respondentes. Os dados recolhidos foram tratados com recurso a análise descritiva e análise inferencial. Os resultados comprovam que as intervenções de marketing experiencial afetam positivamente as emoções, a relação da marca com o cliente e a intenção de compra. Por fim, os resultados revelam ainda a forma como a qualidade, satisfação e fidelização dos clientes pode ser uma vantagem competitiva na estratégia de ativação de uma marca.
Consumers are currently exposed to massive amounts of advertisement and receive numerous marketing stimuli daily. This is because brand introduce experiential marketing interventions into their strategies, with the hopes improve consumers' engagement. Given these facts, this study aims to explore the extent to which Experiential Marketing influences a Brand's Activation Strategy. The investigation focuses on the population residing in Portugal and, for this purpose, a questionnaire survey was designed for a sample of 231 respondents. The collected data was treated using descriptive analysis and inferential analysis. The results confirm that experiential marketing interventions positively affect emotions, consumer brand relation, and purchase intentions. Finally, the findings reveal how quality, satisfaction, and loyalty can serve as a competitive advantage in brand activation strategy.
Consumers are currently exposed to massive amounts of advertisement and receive numerous marketing stimuli daily. This is because brand introduce experiential marketing interventions into their strategies, with the hopes improve consumers' engagement. Given these facts, this study aims to explore the extent to which Experiential Marketing influences a Brand's Activation Strategy. The investigation focuses on the population residing in Portugal and, for this purpose, a questionnaire survey was designed for a sample of 231 respondents. The collected data was treated using descriptive analysis and inferential analysis. The results confirm that experiential marketing interventions positively affect emotions, consumer brand relation, and purchase intentions. Finally, the findings reveal how quality, satisfaction, and loyalty can serve as a competitive advantage in brand activation strategy.
Description
Keywords
Marketing experiencial Ativação de marca Estratégia Experiential marketing Brand activation Strategy
Citation
Publisher
CC License
Without CC licence