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Advisor(s)
Abstract(s)
O surgimento das tecnologias originou significativas alterações no mundo e na sociedade. Atualmente, as marcas têm uma presença ativa nas redes sociais e os consumidores recorrem a estas plataformas para fazerem as suas pesquisas relacionadas com marcas, produtos e serviços e, posteriormente, poderem tomar as suas decisões de compra. Mais do que nunca, é necessário que as marcas consigam alcançar a diferenciação face à concorrência e que estabeleçam relacionamentos e vínculos emocionais com os consumidores através das interações exclusivas que têm com eles, de forma a obterem a sua lealdade. Posto isto, a presente investigação tem como objetivo avaliar a perceção que os consumidores da marca Sharish Gin têm do valor da marca a nível de relevância, significado, resposta e relacionamento através da plataforma digital Instagram. Os principais resultados obtidos no estudo revelam que os consumidores da Sharish Gin demonstram uma clara satisfação com a marca, atribuindo-lhe ainda, uma significativa credibilidade e confiança. Destacam também que a marca se distingue como única e com uma política de preços adequada. Os consumidores identificam-se, deste modo, com a marca, as suas caraterísticas e valores. A marca, obteve assim, uma relevante ressonância junto dos seus consumidores, potenciando relacionamentos estreitos. Em suma, validaram-se as quatro hipóteses em investigação, pois, existiu uma positividade tanto nas respostas dos seus consumidores face à marca em termos de sensações e juízos de valor como no seu significado em termos de imagem, lealdade, desempenho, relevância, notoriedade e relacionamento junto dos seus consumidores.
The emergence of technologies has led to significant changes in the world and society. Currently, brands have an active presence on social media and consumers use these platforms to research brands, products and services and, subsequently, make their purchasing decisions. More than ever, it is necessary for brands to be able to differentiate themselves from the competition and to establish relationships and emotional bonds with consumers through the exclusive interactions they have with consumers, in order to obtain their loyalty. Having said that, the present investigation aims to evaluate the perception that consumers of the Sharish Gin brand have of the brand's value in terms of relevance, meaning, response and relationship through the digital platform Instagram. The main results obtained in the study reveal that Sharish Gin consumers demonstrate clear satisfaction with the brand, also giving it significant credibility and trust. They also highlight that the brand distinguishes itself as unique and with an appropriate pricing policy. Consumers thus identify with the brand, its characteristics and values. The brand thus achieved a relevant resonance with its consumers, enhancing close relationships. In short, the four hypotheses under investigation were validated, as there was positivity both in the responses of its consumers towards the brand in terms of sensations and value judgments and in its meaning in terms of image, loyalty, performance, relevance, notoriety and relationship with its consumers.
The emergence of technologies has led to significant changes in the world and society. Currently, brands have an active presence on social media and consumers use these platforms to research brands, products and services and, subsequently, make their purchasing decisions. More than ever, it is necessary for brands to be able to differentiate themselves from the competition and to establish relationships and emotional bonds with consumers through the exclusive interactions they have with consumers, in order to obtain their loyalty. Having said that, the present investigation aims to evaluate the perception that consumers of the Sharish Gin brand have of the brand's value in terms of relevance, meaning, response and relationship through the digital platform Instagram. The main results obtained in the study reveal that Sharish Gin consumers demonstrate clear satisfaction with the brand, also giving it significant credibility and trust. They also highlight that the brand distinguishes itself as unique and with an appropriate pricing policy. Consumers thus identify with the brand, its characteristics and values. The brand thus achieved a relevant resonance with its consumers, enhancing close relationships. In short, the four hypotheses under investigation were validated, as there was positivity both in the responses of its consumers towards the brand in terms of sensations and value judgments and in its meaning in terms of image, loyalty, performance, relevance, notoriety and relationship with its consumers.
Description
Keywords
Consumidor Valor da marca Capital da marca Redes sociais Instagram Consumer Brand value Brand equity Social media