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O brand equity nas organizações sem fins lucrativos e a perceção dos stakeholders : estudo de caso da Mirpuri Foundation
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| 17.69 MB | Adobe PDF |
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Abstract(s)
A crescente preocupação global com causas sociais e ambientais inerentes à sustentabilidade tem impulsionado o crescimento do Terceiro Setor, que visa responder a estes desafios. Nesse sentido, a gestão da marca e do seu respetivo valor, é primordial para as organizações deste setor se destacarem e construírem uma marca forte a fim de criar e manter relações de confiança com os seus stakeholders, bem como promover as suas causas e alcançar os seus objetivos e missão. No mundo contemporâneo, caracterizado pela oferta excessiva, as marcas sem fins lucrativos, a par das estratégias tradicionais de comunicação, precisam de investir no meio digital como uma ferramenta estratégica, que permite ampliar a sua comunicação e mensagens, potencializar o envolvimento dos diversos públicos e maximizar o impacto das suas causas. Desta forma, é abordada a problemática do brand equity numa organização do Terceiro Setor, nomeadamente a Mirpuri Foundation, Fundação sem fins lucrativos que atua em seis áreas distintas, de modo a promover a criação de um mundo mais sustentável, onde foi realizado o estágio curricular. A questão de investigação “Como é percecionado o brand equity da Mirpuri Foundation pelos seus stakeholders?” orientou o presente estudo de caso com métodos mistos, no qual foi aplicado o modelo de Boenigk e Becker (2016) para avaliar essa perceção. O questionário, no qual os dados recolhidos correspondem a uma amostra válida de 129 inquiridos, dentro de um universo de 170, foi analisado estatisticamente. Os principais resultados obtidos revelam que a Marca Mirpuri Foundation é positivamente percecionada pelos seus stakeholders e que a confiança é a dimensão que mais contribui para o seu brand equity. Todavia, a análise permitiu também identificar a necessidade de criação e implementação de estratégias de comunicação digital que visem, não só melhorar o brand equity da marca, como também fortalecer os relacionamentos com as diferentes categorias de stakeholders, a fim de aumentar a notoriedade da marca e o seu reconhecimento perante os seus públicos-alvo.
The growing global concern with social and environmental causes inherent to sustainability has driven the growth of the Third Sector, which aims to respond to these challenges. In this sense, managing the brand and its respective value is essential for organisations in this sector to stand out and build a strong brand to create and maintain relationships of trust with their stakeholders, promote their causes, and achieve their objectives and mission. In today's oversupplied world, not-for-profit brands need to invest in digital media alongside traditional communication strategies as a strategic tool that allows them to amplify their communication and messages, boost the involvement of their various audiences and maximise the impact of their causes. In this way, the problem of brand equity in a Third Sector organisation is addressed, namely the Mirpuri Foundation, a non-profit foundation that works in six different areas to promote the creation of a more sustainable world, where the internship was carried out. The research question “How is the Mirpuri Foundation's brand equity perceived by its stakeholders?” guided this mixed-methods case study, in which Boenigk and Becker's (2016) model was applied to assess this perception. The questionnaire, in which the data collected corresponds to a valid sample of 129 respondents from a universe of 170, was analysed statistically. The main results show that the Mirpuri Foundation brand is positively perceived by its stakeholders and that trust is the dimension that most contributes to its brand equity. However, the analysis also made it possible to identify the need to create and implement digital communication strategies to improve the brand's brand equity and strengthen relationships with the different categories of stakeholders to increase the brand's awareness and recognition among its target audiences.
The growing global concern with social and environmental causes inherent to sustainability has driven the growth of the Third Sector, which aims to respond to these challenges. In this sense, managing the brand and its respective value is essential for organisations in this sector to stand out and build a strong brand to create and maintain relationships of trust with their stakeholders, promote their causes, and achieve their objectives and mission. In today's oversupplied world, not-for-profit brands need to invest in digital media alongside traditional communication strategies as a strategic tool that allows them to amplify their communication and messages, boost the involvement of their various audiences and maximise the impact of their causes. In this way, the problem of brand equity in a Third Sector organisation is addressed, namely the Mirpuri Foundation, a non-profit foundation that works in six different areas to promote the creation of a more sustainable world, where the internship was carried out. The research question “How is the Mirpuri Foundation's brand equity perceived by its stakeholders?” guided this mixed-methods case study, in which Boenigk and Becker's (2016) model was applied to assess this perception. The questionnaire, in which the data collected corresponds to a valid sample of 129 respondents from a universe of 170, was analysed statistically. The main results show that the Mirpuri Foundation brand is positively perceived by its stakeholders and that trust is the dimension that most contributes to its brand equity. However, the analysis also made it possible to identify the need to create and implement digital communication strategies to improve the brand's brand equity and strengthen relationships with the different categories of stakeholders to increase the brand's awareness and recognition among its target audiences.
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Brand equity Comunicação Marca Mirpuri foundation Organizações sem fins lucrativos Stakeholders Communication Brand Non-profit organisations
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Without CC licence