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Marcas ativistas e embaixadores : autenticidade percebida e intenção de compra na marca Dove
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In today's Marketing landscape, marked by the advancement of new technologies and increasing consumer demands, it is crucial for brands to communicate authentically and meaningfully. Consequently, many have embraced brand activism to forge deeper connections with their audience. This approach is particularly effective given Generation Z's preference for brands that demonstrate a consistent commitment to social causes. Therefore, the main objective of this dissertation is to analyze how the perceived authenticity of activist campaign ambassadors influences Generation Z's purchase intention, using Dove Portugal's The Cost of Beauty campaign as a case study. In terms of methodology, this research adopted a sequential mixed methods approach. In the qualitative phase, interviews were conducted with Dove Portugal’s Marketing Director, Beauty & Personal Care, Dra. Marta Quelhas, and Marketing Lead Dove and Vaseline, Dra. Joana Gomes, where it was possible to explore the activism strategy that has guided the brand over the years. In the quantitative phase, a questionnaire was distributed to Portuguese individuals aged 18 to 30 familiar with Dove, capturing their perceptions and behaviors regarding the study’s focus. The results led to the conclusion that communicating through ambassadors, when they are perceived as authentic and consistent, has a positive influence on Generation Z's purchase intention. However, it was also possible to verify that, in the context of activist brands, when there is a lack of alignment between discourse and practice, the consequences can be irreversible. Thus, brand activism emerges as a strategic tool for forging strong relationships with younger consumers.
In today's Marketing landscape, marked by the advancement of new technologies and increasing consumer demands, it is crucial for brands to communicate authentically and meaningfully. Consequently, many have embraced brand activism to forge deeper connections with their audience. This approach is particularly effective given Generation Z's preference for brands that demonstrate a consistent commitment to social causes. Therefore, the main objective of this dissertation is to analyze how the perceived authenticity of activist campaign ambassadors influences Generation Z's purchase intention, using Dove Portugal's The Cost of Beauty campaign as a case study. In terms of methodology, this research adopted a sequential mixed methods approach. In the qualitative phase, interviews were conducted with Dove Portugal’s Marketing Director, Beauty & Personal Care, Dra. Marta Quelhas, and Marketing Lead Dove and Vaseline, Dra. Joana Gomes, where it was possible to explore the activism strategy that has guided the brand over the years. In the quantitative phase, a questionnaire was distributed to Portuguese individuals aged 18 to 30 familiar with Dove, capturing their perceptions and behaviors regarding the study’s focus. The results led to the conclusion that communicating through ambassadors, when they are perceived as authentic and consistent, has a positive influence on Generation Z's purchase intention. However, it was also possible to verify that, in the context of activist brands, when there is a lack of alignment between discourse and practice, the consequences can be irreversible. Thus, brand activism emerges as a strategic tool for forging strong relationships with younger consumers.
In today's Marketing landscape, marked by the advancement of new technologies and increasing consumer demands, it is crucial for brands to communicate authentically and meaningfully. Consequently, many have embraced brand activism to forge deeper connections with their audience. This approach is particularly effective given Generation Z's preference for brands that demonstrate a consistent commitment to social causes. Therefore, the main objective of this dissertation is to analyze how the perceived authenticity of activist campaign ambassadors influences Generation Z's purchase intention, using Dove Portugal's The Cost of Beauty campaign as a case study. In terms of methodology, this research adopted a sequential mixed methods approach. In the qualitative phase, interviews were conducted with Dove Portugal’s Marketing Director, Beauty & Personal Care, Dra. Marta Quelhas, and Marketing Lead Dove and Vaseline, Dra. Joana Gomes, where it was possible to explore the activism strategy that has guided the brand over the years. In the quantitative phase, a questionnaire was distributed to Portuguese individuals aged 18 to 30 familiar with Dove, capturing their perceptions and behaviors regarding the study’s focus. The results led to the conclusion that communicating through ambassadors, when they are perceived as authentic and consistent, has a positive influence on Generation Z's purchase intention. However, it was also possible to verify that, in the context of activist brands, when there is a lack of alignment between discourse and practice, the consequences can be irreversible. Thus, brand activism emerges as a strategic tool for forging strong relationships with younger consumers.
Descrição
Palavras-chave
Ativismo de marca Embaixadores de marca Autenticidade Intenção de compra Geração Z Brand activism Brand ambassadors Authenticity Purchase intention Generation Z
Contexto Educativo
Citação
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Licença CC
Sem licença CC