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Num mercado onde a concorrência e a competitividade são cada vez maiores surge a necessidade de as organizações apresentarem a sua oferta através de uma comunicação eficaz, que permita que se diferenciem da concorrência e alcancem vantagens competitivas. Esta diferenciação pode ocorrer, entre outros fatores, através da implementação de ações e projetos de Responsabilidade Social Corporativa, que têm ganho relevância, quer no contexto organizacional, quer para o próprio consumidor.
Nesse sentido, a publicidade é, muitas vezes, a ferramenta utilizada pelas organizações para comunicar as respetivas iniciativas de Responsabilidade Social Corporativa, pelo que se considerou relevante compreender a influência que as mesmas têm na decisão de compra dos consumidores.
Esta investigação centrou-se, portanto, no caso concreto das campanhas de Beleza Real da Dove Portugal e teve como principal objetivo compreender, através da aplicação de um inquérito por questionário às consumidoras da marca, se estas campanhas as influenciaram a comprar produtos da Dove. Como principais resultados, apurou-se que as campanhas de Beleza Real exercem uma influência positiva na decisão de compra das consumidoras da marca, principalmente as mais jovens, uma vez que são as que mais se identificam com a mensagem veiculada por estas campanhas e com os objetivos das mesmas.
In a market where the competition is increasing, organizations need to present their offers trough a more effective communication, which allows them to differentiate themselves and achieve competitive advantages. This differentiation can occur through the implementation of actions and projects of Corporate Social Responsibility which have gained relevancy, not only in the organizational context, but also for the consumers. In this sense, advertising is, a lot of times, the tool that organizations use to communicate their Corporate Social Responsibilities initiatives. Because of that it was relevant to understand the influence that they have on the consumers decision. So, the focus of this investigation was the Real Beauty Campaigns of Dove in Portugal and the main objective was to understand, through the application of a survey to the brand consumers, if these campaigns influenced them to buy Dove products. As the main investigation results, it was found out that the Real Beauty campaigns have a positive influence on the buying decision of the brand consumers, mainly in the younger age groups, since they are the ones which identify the most with the message of this campaigns and with their main objectives.
In a market where the competition is increasing, organizations need to present their offers trough a more effective communication, which allows them to differentiate themselves and achieve competitive advantages. This differentiation can occur through the implementation of actions and projects of Corporate Social Responsibility which have gained relevancy, not only in the organizational context, but also for the consumers. In this sense, advertising is, a lot of times, the tool that organizations use to communicate their Corporate Social Responsibilities initiatives. Because of that it was relevant to understand the influence that they have on the consumers decision. So, the focus of this investigation was the Real Beauty Campaigns of Dove in Portugal and the main objective was to understand, through the application of a survey to the brand consumers, if these campaigns influenced them to buy Dove products. As the main investigation results, it was found out that the Real Beauty campaigns have a positive influence on the buying decision of the brand consumers, mainly in the younger age groups, since they are the ones which identify the most with the message of this campaigns and with their main objectives.
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Campanhas publicitárias Responsabilidade Social Corporativa Decisão de compra Dove Comportamento do consumidor Advertising Corporate Social Responsibility Buying decision Consumer behavior