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A pandemia Covid-19 trouxe mudanças significativas a nível comportamental, económico e social. Nesse sentido, o presente estudo procurou aprofundar esta temática, propondo-se responder às questões de investigação: “Qual o impacto da pandemia na imagem das marcas?” e “Quais as marcas que se destacaram, fruto da sua atuação, durante a pandemia?”. Como tal, foi feita, numa primeira fase, a revisão de literatura sobre o conceito de marca e o conceito de responsabilidade social corporativa e, posteriormente, recorreu¬se a um estudo baseado num continuum entre a metodologia qualitativa e quantitativa, de forma a podermos dar resposta de forma mais válida às questões de investigação. O estudo qualitativo foi baseado na realização de focus group, a partir dos quais juntamente com a revisão de literatura foi elaborado um questionário, permitindo a execução do estudo quantitativo e uma maior generalização de dados. Assim, avaliando os resultados, concluiu-se que as empresas devem adotar práticas que promovam o bem-estar dos seus funcionários, práticas que preservem o ambiente, devem também adotar uma comunicação totalmente transparente e honesta e investir no canal online e na presença constante nas redes. No mesmo contexto, concluiu-se que marcas relacionadas com serviços de entregas e supermercados viram a sua reputação aumentar fruto das políticas de responsabilidade social que adotaram, fruto da higienização das lojas pertencentes a estas marcas e fruto da presença constante nas redes sociais.
The 19-Covid pandemic has brought significant changes to behavioral, economic and social level. In this sense, the present study sought to deepen this issue, proposing to answer the research questions: "What is the impact of the pandemic on the image of the brands?" and "What are the brands that stood out, the result of its activities during the pandemic?". As such, it was made, in a first stage, a literature review on the concept of brand and the concept of CSR and subsequently turned to a study based on a continuum between the qualitative and quantitative methodology, in order to properly give more valid way to answer the research questions. The qualitative study was based on conducting the focus group, from which together with a literature review was prepared a questionnaire, allowing the implementation of quantitative study and a more generalized data. Thus, evaluating the results, it was concluded that companies should adopt practices that promote the welfare of its employees, practices that preserve the environment, should also adopt a fully transparent communication and honest and invest in the online channel and constant presence in networks. In the same context, it was concluded that brands related to delivery services and supermarkets saw their reputations increase fruit of social responsibility policies adopted as a result of the cleaning of the stores belonging to these brands and the result of the constant presence on social networks.
The 19-Covid pandemic has brought significant changes to behavioral, economic and social level. In this sense, the present study sought to deepen this issue, proposing to answer the research questions: "What is the impact of the pandemic on the image of the brands?" and "What are the brands that stood out, the result of its activities during the pandemic?". As such, it was made, in a first stage, a literature review on the concept of brand and the concept of CSR and subsequently turned to a study based on a continuum between the qualitative and quantitative methodology, in order to properly give more valid way to answer the research questions. The qualitative study was based on conducting the focus group, from which together with a literature review was prepared a questionnaire, allowing the implementation of quantitative study and a more generalized data. Thus, evaluating the results, it was concluded that companies should adopt practices that promote the welfare of its employees, practices that preserve the environment, should also adopt a fully transparent communication and honest and invest in the online channel and constant presence in networks. In the same context, it was concluded that brands related to delivery services and supermarkets saw their reputations increase fruit of social responsibility policies adopted as a result of the cleaning of the stores belonging to these brands and the result of the constant presence on social networks.
Descrição
Palavras-chave
Responsabilidade Social Millennials Pandemia Marcas Atitude Social Responsibility Pandemic Brands Attitude