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Advisor(s)
Abstract(s)
As organizações têm a capacidade de se diferenciar no mercado através das suas marcas,
que reflectem os valores e promessas da instituição que representam. Assim, o facto das
marcas corresponderem às expectativas e satisfazerem as necessidades dos seus clientes,
converte-se num dever e factor crítico de sucesso. Deste modo, as marcas representam
actualmente um dos activos mais valiosos de uma empresa.
O capital de uma marca, designado na linguagem anglo-saxónica por brand equity,
abrange um conjunto de atributos que contribuem para o valor da marca, tais como:
lealdade, notoriedade, qualidade percebida, associações à marca e outros activos da marca.
Este tem a capacidade de acrescentar valor a um produto ou serviço, adicionando também
valor para a organização e para o consumidor.
As necessidades e motivações do consumidor influem nas suas atitudes, sendo decisivas
nas suas reacções no ponto de venda e, consequentemente, no processo de decisão de
compra.
A presente investigação tem como principal objectivo, compreender de que forma é que na
marca Nescafé® Dolce Gusto®, a percepção do valor de marca influi no processo de
decisão de compra. Desta forma, serão aplicados dois modelos: “Modelo de Geração de
Valor através do Capital de Marca” de Aaker e “Pirâmide de Ressonância da Marca” de
Keller.
Organizations are capable of differentiating themselves in the market by theirs brands that reflect the values and promises of the institution they represent. So, the fact that brands correspond to the expectations and meet the demands of theirs clients is converted into a duty and critical factor of success. This way nowadays brands represent one of the most valuable assets of a company. Brand capital (in Anglo-Saxon language brand equity) comprises a whole of attributes that contribute to the brand value, such as: brand loyalty, brand awareness, perceived quality, brand associations and other brand assets. Brand equity is capable of adding value to a product or service as well to the organization and consumer. The needs and motivations of the consumer influence his attitudes being decisive in his reactions at the sales point and consequently in the purchase decision process. This investigation main goal is to understand how, as concerns the brand Nescafé® Dolce Gusto®, the perception of the brand value influences the purchase decision process. This way, two models shall be applied: “Generating Value by the Aaker’s Brand Equity Model” and the step Brand Resonance in Keller’s Brand Equity Model pyramide.
Organizations are capable of differentiating themselves in the market by theirs brands that reflect the values and promises of the institution they represent. So, the fact that brands correspond to the expectations and meet the demands of theirs clients is converted into a duty and critical factor of success. This way nowadays brands represent one of the most valuable assets of a company. Brand capital (in Anglo-Saxon language brand equity) comprises a whole of attributes that contribute to the brand value, such as: brand loyalty, brand awareness, perceived quality, brand associations and other brand assets. Brand equity is capable of adding value to a product or service as well to the organization and consumer. The needs and motivations of the consumer influence his attitudes being decisive in his reactions at the sales point and consequently in the purchase decision process. This investigation main goal is to understand how, as concerns the brand Nescafé® Dolce Gusto®, the perception of the brand value influences the purchase decision process. This way, two models shall be applied: “Generating Value by the Aaker’s Brand Equity Model” and the step Brand Resonance in Keller’s Brand Equity Model pyramide.
Description
Keywords
Marketing Valor de marca Capital de marca Consumidor Decisão de compra Brand value Brand equity Consumer Purchase decision