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Abstract(s)
O sacrifício aplicado a marcas é o objeto de estudo desta investigação. O estudo
desta temática, pouco explorada até ao momento, surge mesmo por esse motivo, tendo
como objetivo saber mais sobre o conceito de brand sacrifice e como pode afetar positiva
ou negativamente uma marca. Realiza-se assim, um estudo de caso a uma marca que se
considera relevante para estudar esta problemática, a Nespresso, visto ser uma marca com
uma forte notoriedade, posicionada num segmento premium, e que suscita lealdade
(sendo todos estes fatores associados ao amor à marca, e o sacrifício surgir como
consequência do amor). O objetivo inicial é compreender se os consumidores da marca
têm propensão para fazer algum tipo de sacrifício em prol da Nespresso. São vários os
estudos que demonstram o poder de sentimentos como amor e paixão relativamente a
marcas, mas a relação entre esses sentimentos e o sacrifício ainda está por explorar, sendo
igualmente objetivo deste estudo mostrar se existe ou não relação entre lealdade e amor
à marca e a propensão para o sacrifício. Neste sentido, pretende-se compreender este
fenómeno através de um estudo qualitativo, um estudo de caso único e exploratório,
suportado pela realização de uma análise documental sobre a marca e posteriormente pela
aplicação de um questionário aos consumidores da marca para aprofundar a pesquisa.
Com as informações obtidas sobre o brand sacrifice pela Nespresso, foi contruído
um segundo questionário, aplicável a qualquer marca, com o objetivo de tentar alargar o
contributo deste trabalho a outras indústrias e marcas.
Os resultados obtidos em ambos os questionários demonstraram uma relação entre
os consumidores que têm uma forte ligação com uma marca e a sua propensão para
fazerem algum tipo de sacrifício por ela. Para além disso, concluiu-se que o que as
pessoas mais valorizam numa marca é a qualidade do produto e que esse fator é
determinante para que sintam amor pela marca.
Em suma, esta investigação visa estudar o comportamento do consumidor e as
suas motivações para amar e sacrificar algo em prol da Nespresso, e também demonstrar
a outras marcas as mais-valias de desenvolverem uma estratégia baseada no consumidor
e nas suas necessidades, de modo a que sintam amor pelas marcas, e desenvolvam uma
predisposição para fazer sacrifícios pelas mesmas.
The sacrifice applied to brands is the object of study of this investigation. The study of this theme, little explored so far, arises even for this reason, aiming to learn more about the concept of brand sacrifice and how it can affect a brand positively or negatively. Thus, a case study is carried out on a brand that is considered relevant to study this issue, Nespresso, as it is a brand with a strong notoriety, positioned in a premium segment, and that arouses loyalty (all these factors being associated with brand love, and the sacrifice arises as a consequence of love). The initial objective is to understand if the consumers of the brand are inclined to make some kind of sacrifice in favor of Nespresso. There are several studies that demonstrate the power of feelings such as love and passion related to brands, but the relationship between these feelings and sacrifice is still to be explored, and the objective of this study is to show whether or not there is a relationship between loyalty and brand love and the propensity for sacrifice. In this sense, its intended to understand this phenomenon through a qualitative study, a unique and exploratory case study, supported by conducting a documentary analysis of the brand and subsequently by applying a questionnaire to consumers of the brand to further research. With the information obtained about the brand sacrifice by Nespresso, a second questionnaire was built, applicable to any brand, with the objective of trying to extend the contribution of this work to other industries and brands. The results obtained in both questionnaires demonstrated a relationship between consumers who have a strong connection with a brand and their propensity to make some kind of sacrifice for it. In addition, it was concluded that what people value most in a brand is the quality of the product and that this factor is decisive for them to feel love for the brand. In short, this research aims to study consumer behavior and their motivations to love and sacrifice something in favor of Nespresso, and also to demonstrate to other brands the added value of developing a strategy based on the consumer and their needs, in order to who feel love for brands, and develop a predisposition to make sacrifices for them.
The sacrifice applied to brands is the object of study of this investigation. The study of this theme, little explored so far, arises even for this reason, aiming to learn more about the concept of brand sacrifice and how it can affect a brand positively or negatively. Thus, a case study is carried out on a brand that is considered relevant to study this issue, Nespresso, as it is a brand with a strong notoriety, positioned in a premium segment, and that arouses loyalty (all these factors being associated with brand love, and the sacrifice arises as a consequence of love). The initial objective is to understand if the consumers of the brand are inclined to make some kind of sacrifice in favor of Nespresso. There are several studies that demonstrate the power of feelings such as love and passion related to brands, but the relationship between these feelings and sacrifice is still to be explored, and the objective of this study is to show whether or not there is a relationship between loyalty and brand love and the propensity for sacrifice. In this sense, its intended to understand this phenomenon through a qualitative study, a unique and exploratory case study, supported by conducting a documentary analysis of the brand and subsequently by applying a questionnaire to consumers of the brand to further research. With the information obtained about the brand sacrifice by Nespresso, a second questionnaire was built, applicable to any brand, with the objective of trying to extend the contribution of this work to other industries and brands. The results obtained in both questionnaires demonstrated a relationship between consumers who have a strong connection with a brand and their propensity to make some kind of sacrifice for it. In addition, it was concluded that what people value most in a brand is the quality of the product and that this factor is decisive for them to feel love for the brand. In short, this research aims to study consumer behavior and their motivations to love and sacrifice something in favor of Nespresso, and also to demonstrate to other brands the added value of developing a strategy based on the consumer and their needs, in order to who feel love for brands, and develop a predisposition to make sacrifices for them.
Description
Keywords
Brand sacrifice Brand love Antecedentes Consequentes Love brands Marketing Nespresso Café Comportamento do consumidor Background Consequential Coffee Consumer behavior