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Advisor(s)
Abstract(s)
O presente estudo é a adaptação do estudo alemão Falling in love with brands: a
dynamic analysis of the trajectories of brand love ao contexto português. Como tal, esta
investigação foi desenhada para investigar e mapear as trajectórias do Brand Love através
da descrição das experiências relativas ao primeiro contacto e à evolução das relações dos
consumidores com as suas marcas amadas.
Foi solicitado aos participantes que traçassem graficamente, nos questionários
individuais de resposta aberta a que foram sujeitos, o percurso dos seus sentimentos pela
marca pela qual se sentiam, à data, mais atraídos e que recordassem os acontecimentos
que deram origem a esses sentimentos.
Através dos diferentes percursos do Brand Love esboçados, foram constituídos
sete tipos de trajectórias, denominados de “Desenvolvimento lento”, “Gostar torna-se
Amar”, “Amor desde Sempre”, “Percurso Acidentado”, “Reviravolta”, “Gostar desde
Sempre” e “Do amor ao sentimento neutral”. As experiências formativas que moldaram
estas trajectórias podem ser incluídas, na grande maioria dos casos, em categorias de cariz
pessoal e privado e, por isso, fogem largamente ao controlo dos marketers.
The present study is the adaptation of the German study Falling in love with brands: the dynamic analysis of the trajectories of brand love to the Portuguese context. As such, this research was designed to investigate and map Brand Love trajectories by describing the experiences of first contact and the evolution of consumer relationships with their beloved brands. Participants were asked to graphically trace, in their open-ended questionnaires, the course of their feelings toward their currently most loved brand and to recall the events that influenced those feelings. The paths toward Brand Love followed seven distinct trajectories, labeled as “Slow Development”, “Liking becomes love”, “Love all the way”, “Bumpy road”, “Turnabout”, “Liking all the way” and “From love to neutral feeling”. The formative experiences that have shaped these trajectories can, in most cases, be included in personal and private categories that are largely outside any marketer’s control.
The present study is the adaptation of the German study Falling in love with brands: the dynamic analysis of the trajectories of brand love to the Portuguese context. As such, this research was designed to investigate and map Brand Love trajectories by describing the experiences of first contact and the evolution of consumer relationships with their beloved brands. Participants were asked to graphically trace, in their open-ended questionnaires, the course of their feelings toward their currently most loved brand and to recall the events that influenced those feelings. The paths toward Brand Love followed seven distinct trajectories, labeled as “Slow Development”, “Liking becomes love”, “Love all the way”, “Bumpy road”, “Turnabout”, “Liking all the way” and “From love to neutral feeling”. The formative experiences that have shaped these trajectories can, in most cases, be included in personal and private categories that are largely outside any marketer’s control.
Description
Keywords
Trajetórias do brand love e experiências formativas Brand love trajectories and formative experiences