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Authors
Advisor(s)
Abstract(s)
O panorama empresarial é cada vez mais complexo e competitivo. Além de a quantidade de marcas no mercado ser superior, as inovações ao nível da produção são facilmente estandardizadas, e até ultrapassadas, deixando de ser um fator sustentável de diferenciação das empresas e o motivo de escolha dos consumidores. Estes, por seu lado, tornaram-se mais exigentes, informados e participativos, forçando as empresas a encontrar estratégias de comunicação alternativas e inovadoras, como forma de se adaptarem às novas caraterísticas dos mercados e conquistarem uma base de clientes fiéis que assegure a sua sobrevivência.
É neste contexto que a Experiência de Marca – e particularmente a Experiência em Loja – emerge como um ativo estratégico que permite não só destacar os atributos dos produtos/serviços, como comunicar a marca de forma holística, reforçando a relação da mesma com o consumidor e, desse modo, fomentando a sua fidelização. Tal é confirmado por vários autores (e.g. Pine & Gilmore, 1998): os consumidores desejam experiências de consumo envolventes, entusiasmantes e que despertem os seus sentidos e emoções.
Como tal, o objetivo da presente investigação é o de compreender o impacto da Experiência em Loja na fidelidade dos consumidores às marcas, tendo por base o caso particular da marca FNAC Portugal. Este estudo, de natureza correlacional, tem como referência o modelo teórico de Ramaseshan e Stein (2014). A recolha de dados é efetuada por questionário, sendo posteriormente feita uma Path Analysis com vista a descrever as correlações e estrutura correlacional do modelo conceptual de análise, apresentado no final do enquadramento teórico.
Os resultados comprovam o impacto positivo da Experiência em Loja na fidelidade dos consumidores à marca por duas vias: direta, por influência da dimensão Eventos em Loja, e indireta, mediada pelo reforço da relação marca-consumidor.
ABSTRACT: The current business landscape is ever more complex and competitive. In addition to the greater number of brands on the market, production innovations are easily standardized and even exceeded, so they are no longer a sustainable factor in the differentiation of companies and the reason behind consumers’ choice. These, for their part, have become more demanding, informed and participative, forcing companies to find alternative and innovative communication strategies as a way of adapting to the new characteristics of the markets and gaining a loyal customer base that ensures their survival. It is in this context that Brand Experience - and particularly Store Experience - emerges as a strategic asset that allows companies not only to highlight the attributes of their products, but also to communicate the brand in a holistic way, reinforcing the relationship between the brand and the consumer and, thus, fostering their loyalty. This is proven by several authors (e.g. Pine & Gilmore, 1998): consumers want consumer experiences that are engaging, exciting and that awaken their senses and emotions. As such, the objective of the present investigation is to understand the impact of Store Experience on consumer loyalty to brands, based on the particular case of FNAC Portugal brand. This correlational study has as reference the theoretical model of Ramaseshan and Stein (2014). Data collection is done via questionnaire, followed by a Path Analysis aiming at describing the correlations and the correlation structure of the conceptual analysis model, presented at the end of the theoretical framework. The results demonstrate the positive impact of Store Experience on consumer loyalty to the brand, in two ways: directly, through the influence of the Events in Store dimension, and indirectly, through the mediation of the reinforcement of the brand-consumer relationship.
ABSTRACT: The current business landscape is ever more complex and competitive. In addition to the greater number of brands on the market, production innovations are easily standardized and even exceeded, so they are no longer a sustainable factor in the differentiation of companies and the reason behind consumers’ choice. These, for their part, have become more demanding, informed and participative, forcing companies to find alternative and innovative communication strategies as a way of adapting to the new characteristics of the markets and gaining a loyal customer base that ensures their survival. It is in this context that Brand Experience - and particularly Store Experience - emerges as a strategic asset that allows companies not only to highlight the attributes of their products, but also to communicate the brand in a holistic way, reinforcing the relationship between the brand and the consumer and, thus, fostering their loyalty. This is proven by several authors (e.g. Pine & Gilmore, 1998): consumers want consumer experiences that are engaging, exciting and that awaken their senses and emotions. As such, the objective of the present investigation is to understand the impact of Store Experience on consumer loyalty to brands, based on the particular case of FNAC Portugal brand. This correlational study has as reference the theoretical model of Ramaseshan and Stein (2014). Data collection is done via questionnaire, followed by a Path Analysis aiming at describing the correlations and the correlation structure of the conceptual analysis model, presented at the end of the theoretical framework. The results demonstrate the positive impact of Store Experience on consumer loyalty to the brand, in two ways: directly, through the influence of the Events in Store dimension, and indirectly, through the mediation of the reinforcement of the brand-consumer relationship.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Experiência de marcas Experiência em loja Marketing experiencial Relação marca-consumidor Fidelização de clientes Fnac Portugal Brand experience Store experience Experiential marketing Brand-consumer relationship Consumer loyalty
Citation
Miguel, A.M. (2018). O contributo da experiência em loja para a fidelidade à marca e o papel mediador da relação marca-consumidor: o caso FNAC Portugal. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social