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Publication
Marketing de experiências e a sua influência no consumidor : caso Mundo Fantástico da Sardinha Portuguesa
| Name: | Description: | Size: | Format: | |
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| 6.98 MB | Adobe PDF |
Abstract(s)
O marketing de experiências evidencia-se como a estratégia que se foca na criação de experiências memoráveis e diferenciadas, e conexões emocionais com o consumidor, estimulando os cinco sentidos. Esta investigação pretendeu compreender de que forma o impacto do marketing de experiências no comportamento do consumidor, tendo como contexto, a marca O Mundo Fantástico da Sardinha Portuguesa. Para tal, recorreu-se à metodologia de investigação mista, incluindo uma entrevista semiestruturada e questionário com 151 respostas válidas, suportados por uma pesquisa teórica, de modo a obter uma perspetiva mais realista sobre as intenções e os objetivos por trás das estratégias de branding da marca e explorar como as estratégias de marketing de experiências são concebidas e implementadas, além de seu impacto percebido na perceção do consumidor. Os resultados reforçam a importância do marketing de experiências na diferenciação da marca, consolidando a sua posição no mercado e fortalecendo a relação com os consumidores. Em termos empresariais, esta investiga o evidencia que a aposta em experiências envolventes contribui para o sucesso da marca, demonstrando que a criação de ambientes imersivos e emocionais influencia positivamente a perceção e a fidelização.
Experiential marketing stands out as a strategy that focuses on creating memorable and distinctive experiences, as well as emotional connections with consumers by stimulating the five senses. This research aimed to understand the impact of experience marketing on consumer behavior, using O Mundo Fantástico da Sardinha Portuguesa as a case study. To achieve this, a mixed-methods research approach was adopted, including a semi-structured interview and a questionnaire with 151 valid responses, supported by a theoretical review. This approach provided a more realistic perspective on the intentions and objectives behind the brand’s branding strategies while exploring how experiential marketing strategies are designed and implemented, as well as their perceived impact on consumer perception. The results reinforce the importance of experience marketing in differentiating the brand, consolidating its market position, and strengthening customer relationships. From a business perspective, this study highlights that investing in engaging experiences contributes to the brand’s success, demonstrating that the creation of immersive and emotional environments positively influences consumer perception and loyalty.
Experiential marketing stands out as a strategy that focuses on creating memorable and distinctive experiences, as well as emotional connections with consumers by stimulating the five senses. This research aimed to understand the impact of experience marketing on consumer behavior, using O Mundo Fantástico da Sardinha Portuguesa as a case study. To achieve this, a mixed-methods research approach was adopted, including a semi-structured interview and a questionnaire with 151 valid responses, supported by a theoretical review. This approach provided a more realistic perspective on the intentions and objectives behind the brand’s branding strategies while exploring how experiential marketing strategies are designed and implemented, as well as their perceived impact on consumer perception. The results reinforce the importance of experience marketing in differentiating the brand, consolidating its market position, and strengthening customer relationships. From a business perspective, this study highlights that investing in engaging experiences contributes to the brand’s success, demonstrating that the creation of immersive and emotional environments positively influences consumer perception and loyalty.
Description
Keywords
Marketing de experiência Marketing relacional Marketing sensorial Comunicação digital Comportamento do consumidor Experience marketing Relationship marketing Sensory marketing Digital communication Consumer behavior
Citation
Publisher
CC License
Without CC licence