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Advisor(s)
Abstract(s)
Atualmente, vivemos numa era digital onde quase tudo é promovido através das redes
sociais. Os meios tradicionais perderam alguma influência e, para se manterem no
mercado, muitos tiveram de se adaptar às exigências dos novos consumidores. Foi, por
isso, necessário saber estabelecer um novo tipo de interação mais próximo e inovador
para com os clientes, de modo a ir de encontro às suas necessidades. As marcas passaram
então a criar assim uma ligação mais rápida, interativa e emocional.
Assim, esta investigação pretende avaliar a perceção dos consumidores do valor das
marcas no âmbito do digital. O estudo recai sobre a Prozis, uma marca que nasceu no
online e cujo crescimento se desenvolveu nas redes sociais. O objetivo deste estudo passa
então por verificar a influência que os domínios digitais exercem sobre a marca Prozis, e
como contribuem para a sua evolução.
Face ao estudo realizado, todas as hipóteses em investigação foram aferidas. Neste estudo
foi utilizado o modelo de brand equity ten desenvolvido por Aaker, onde se deu ênfase
às suas cinco variáveis: notoriedade; qualidade percebida; associações à marca; outros
ativos; e lealdade.
Nowadays, we live in a digital age where almost everything is promoted through social media. Traditional media have lost some influence and to stay active on its market many of them have had to adapt to the demands of the new consumers. It was, therefore, necessary to know how to establish a new kind of interaction, closer and more innovative, with its customers, in order to meet their needs. Thus, brands have created a faster, interactive and emotional connection. Thus, this research intends to evaluate the perception of the consumers of the value of the brands in the digital scope. The study is about Prozis, a brand that was born online and whose growth has developed in social media. The purpose of this study is to verify the influence of digital domains on Prozis, and how they contribute to its evolution. Given this study, all the hypotheses in this investigation were qualified. In this study it was used the brand equity model developed by Aaker, where its five variables were highlighted: notoriety; perceived quality; brand associations; other assets; and loyalty.
Nowadays, we live in a digital age where almost everything is promoted through social media. Traditional media have lost some influence and to stay active on its market many of them have had to adapt to the demands of the new consumers. It was, therefore, necessary to know how to establish a new kind of interaction, closer and more innovative, with its customers, in order to meet their needs. Thus, brands have created a faster, interactive and emotional connection. Thus, this research intends to evaluate the perception of the consumers of the value of the brands in the digital scope. The study is about Prozis, a brand that was born online and whose growth has developed in social media. The purpose of this study is to verify the influence of digital domains on Prozis, and how they contribute to its evolution. Given this study, all the hypotheses in this investigation were qualified. In this study it was used the brand equity model developed by Aaker, where its five variables were highlighted: notoriety; perceived quality; brand associations; other assets; and loyalty.
Description
Keywords
Marketing digital Brand equity Consumidor Digital marketing Consumer