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Authors
Advisor(s)
Abstract(s)
Objetivo – O objetivo do presente estudo é desdobrar o conceito de co-branding e examinar a influência de fatores na avaliação de uma estratégia de co-branding, aplicado ao caso particular do Plano EDP Continente.
Desenho/metodologia/Abordagem – Neste estudo foi realizada uma revisão extensa e aprofundada de literatura (pesquisa secundária) não só relativa a estratégias de co-branding e sua avaliação, como também da estratégia de co-branding do Plano EDP Continente assim como das empresas envolvidas. No âmbito da pesquisa primária, aplicou-se uma conjugação de métodos de pesquisa, primeiramente quantitativo, respeitando a um questionário administrado aos consumidores em geral, e depois qualitativo, consubstanciando-se na realização de entrevistas, primeiramente, com fonte oficial da EDP, e depois com uma dezena de consumidores (aderentes e não aderentes) ao Plano EDP Continente, sendo a amostra classificada como não probabilística por conveniência transversalmente aos momentos de pesquisa mencionados.
Resultados – É evidente a importância da avaliação dos consumidores no sucesso ou fracasso de uma estratégia de co-branding, em particular da influência positiva ou negativa do valor percebido das marcas envolvidas, da familiaridade relativamente às mesmas e o ajuste percebido entre as marcas envolvidas. Contrariamente ao que seria de esperar, conclui-se que os líderes de opinião poderão não deter tanta influência como seria de esperar na dita avaliação.
Limitações/Implicações da pesquisa – O desfasamento temporal verificado entre a data de ocorrência da campanha e a realização do presente estudo e a ausência de informação por parte da Sonae MC (empresa detentora da marca Continente).
Originalidade/Valor – O valor da presente dissertação decorre da análise da potencial influência dos líderes de opinião na avaliação de uma estratégia de co-branding.
Purpose – The purpose of this study is to unfold the co-branding concept and examine the influence of factors in the evaluation of such strategy, applied to the particular Plano EDP Continente case. Design/methodology/approach – In this study it was conducted a thorough and extensive literature review (secondary research) not only on co-branding strategies and their evaluation, but as well as about the Plano EDP Continente and the companies involved. Within the primary research, it was applied a combination of research methods, primarily quantitative, respecting a questionnaire administered to consumers in general, and then qualitative, that takes the form of interviews, first with an official source of EDP, and then with ten consumers (adherent and non-adherent to Plano EDP Continente), being the sample is classified as non-probabilistic convenience transversely to the mentioned research moments. Findings – It is clear he importance of consumer evaluation on the success or failure of a co-branding strategy, in particular the positive or negative influence of perceived value of the brands involved, the familiarity towards them and the perceived fit between the envolved brands. In contrast to what one would expect, it was perceived that opinion leaders may not hold as much influence on the mentioned evaluation as it would be expected. Research limitations/implications – The observed time lag between the date of occurrence of the campaign and the study design and the lack of information from Sonae MC (owner of the brand Continente). Originality/value - The value of the present dissertation emerges from the analysis of the potential influence of opinion leaders in the evaluation of a co-branding strategy.
Purpose – The purpose of this study is to unfold the co-branding concept and examine the influence of factors in the evaluation of such strategy, applied to the particular Plano EDP Continente case. Design/methodology/approach – In this study it was conducted a thorough and extensive literature review (secondary research) not only on co-branding strategies and their evaluation, but as well as about the Plano EDP Continente and the companies involved. Within the primary research, it was applied a combination of research methods, primarily quantitative, respecting a questionnaire administered to consumers in general, and then qualitative, that takes the form of interviews, first with an official source of EDP, and then with ten consumers (adherent and non-adherent to Plano EDP Continente), being the sample is classified as non-probabilistic convenience transversely to the mentioned research moments. Findings – It is clear he importance of consumer evaluation on the success or failure of a co-branding strategy, in particular the positive or negative influence of perceived value of the brands involved, the familiarity towards them and the perceived fit between the envolved brands. In contrast to what one would expect, it was perceived that opinion leaders may not hold as much influence on the mentioned evaluation as it would be expected. Research limitations/implications – The observed time lag between the date of occurrence of the campaign and the study design and the lack of information from Sonae MC (owner of the brand Continente). Originality/value - The value of the present dissertation emerges from the analysis of the potential influence of opinion leaders in the evaluation of a co-branding strategy.
Description
Keywords
Co-branding Marca Branding Valor da marca EDP Continente Plano Brand Brand equity