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Advisor(s)
Abstract(s)
A crise financeira de 2007 foi um fenómeno que veio afetar o estilo de vida da grande parte dos portugueses. Assim, a forma como se gere o dinheiro passou a ser um tema de grande atenção por parte de todos. Em 2014, a maior instituição privada financeira de Portugal – Banco Espírito Santo – abriu falência e, consequentemente, o Banco de Portugal passa grande parte dos ativos deste Banco para uma nova entidade, o Novo Banco. Esta dissertação visa o estudo da imagem da marca do Novo Banco através dos indicadores de imagem apresentados nos estudos dos autores Keller e Aaker. Logo, realizou-se um questionário a fim de compreender a opinião dos consumidores acerca da notoriedade, associações, qualidade percebida e lealdade da nova marca. Os resultados demonstraram que embora os consumidores reconheçam nos benefícios funcionais e experienciais que o Novo Banco oferece, este continua a ser avaliado como “mau” e “tóxico”. Todavia, estas associações foram selecionadas para todo o sector bancário, destacando-se apenas o Santander Totta como o Banco com a imagem da marca mais positiva.
Since 2007 Portugal is confronting a severe financial crisis. Consequently, the way we manage our money is a very sensitive subject. In 2014 the biggest private bank in Portugal went to bankruptcy; however, the Bank of Portugal transferred all the “good” assets to a new bank – named “Novo Banco”. This dissertation aims to study the New Bank’s brand image thought the indicators specified by the authors Keller and Aaker. Hence, a survey was distributed to 106 consumers to know their opinions about the brand notoriety, associations, perceived quality and loyalty. Although the consumers recognize the great functional and experiential benefits of New Bank’ offers, they continue to identify the new bank as bad and toxic. Yet, they also consider all the other competitors with same prejudicial characteristics which takes us to an overall attitude towards the bank industry. To conclude the results showed that the Santander Totta was the bank with the greater brand image.
Since 2007 Portugal is confronting a severe financial crisis. Consequently, the way we manage our money is a very sensitive subject. In 2014 the biggest private bank in Portugal went to bankruptcy; however, the Bank of Portugal transferred all the “good” assets to a new bank – named “Novo Banco”. This dissertation aims to study the New Bank’s brand image thought the indicators specified by the authors Keller and Aaker. Hence, a survey was distributed to 106 consumers to know their opinions about the brand notoriety, associations, perceived quality and loyalty. Although the consumers recognize the great functional and experiential benefits of New Bank’ offers, they continue to identify the new bank as bad and toxic. Yet, they also consider all the other competitors with same prejudicial characteristics which takes us to an overall attitude towards the bank industry. To conclude the results showed that the Santander Totta was the bank with the greater brand image.
Description
Keywords
BES – Banco Espírito Santo NB – Novo Banco Associações Notoriedade Lealdade Qualidade percebida NB - New Bank Associations Notoriety Perceived quality Loyalty