| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.62 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O trabalho de investigação aqui apresentado tem como meta analisar o Valor Estratégico representado por uma marca no setor automóvel para com os seus consumidores. Tendo como inspiração o meu interesse e conhecimento pelo setor automóvel ligando com os conceitos e competências adquiridas no Mestrado de Gestão e Empreendedorismo, a investigação começou a ser iniciada com a revisão da literatura, que se focou em torno dos conceitos de Marca, Valor e Consumidor. Esta tópico revela ser parte inicial, mas também essencial para a investigação, pois através dos conceitos transpostos por determinados autores, foi possível começar a esboçar a investigação. Destes autores, destacou-se Aeker (1991) com o seu conceito Brand Equity.
Depois de toda a revisão de literatura ser revista, ficaria definido que a abordagem da investigação desta dissertação passaria por estudar qual o Valor Estratégico que uma marca desempenha para os seus consumidores tendo como base de sustentação literária e medição o conceito de Brand Equity desenvolvido por Aeker (1991). Definido o plano de investigação, faltaria assim definir qual o objeto de estudo, ou seja, a marca que pudesse servir como amostra do setor automóvel. A marca selecionada foi a Volvo Cars que com a colaboração de um vasto grupo de proprietários de veículos da marca, foi possível realizar um inquérito onde aproximadamente duzentas pessoas participaram e com as suas respostas dadas em total anonimato foi possível retirar conclusões e analisar o nível de Brand Equity que esta marca representa junto dos consumidores em Portugal. Com todas estas respostas ao inquérito a funcionar como obtenção de dados secundários e analisando todos os dados secundários obtidos através de estudos de mercado e relatórios, foram considerados os cinco grandes tópicos deste conceito expandido por Aeker (1991) (a fidelidade à Marca, o reconhecimento da Marca, a Qualidade Percebida, a Associação à Marca e Outros Activos subjacentes à Marca) para medir o Valor Estratégico da Volvo Cars, junto dos seus consumidores em Portugal.
The investigation work here presented has the accomplishment to analyze the strategic value represented by an automotive brand through their consumers. Having as inspiration my interest and knowledge for the automotive industry, joining all the concepts and competences acquired during the master’s degree of management and entrepreneur, the investigation has begun with the literature revision, which was focus on de concept definitions of Brand, Value and Consumer. This topic has reviled to be the initial part but also essential part for the investigation since it was through the concepts explained by certain authors that it was possible to draft the investigation. From all of the studied Authors one in specific must be highlighted, Aeker(1991) with his concept of Brand Equity. After all of the sum up made on the Literature Revision it was planed that the approach to adapt on the dissertation investigation would go by the study of the strategic value that a brand plays near his consumers, having has a literature base and measurement the concept of Brand Equity developed by Aeker (1991). Having defined the investigation plan, it was now missing the study object, meaning the brand that could be the sample of the automotive industry. The selected brand was Volvo Cars, on which with the collaboration of a vast group of car owners of the brand it was possible to perform an inquest where approximately two hounded people have answered it in total anonymity and from these answers it was possible to analyse and provide conclusions about the level of Brand Equity that this brand represents near his consumers in Portugal The Answers provided in the inquiry have worked as a primary data and analysing all of the secondary data obtained through market studies and available reports, it were considered the five big topic of the Brand Equity concept idea explained by Aeker (1991), (the brand loyalty, the brand awareness, the perceived quality, the brand associations and other proprietary brand assets) to measure the strategic value of the Volvo Cars near his consumers in Portugal.
The investigation work here presented has the accomplishment to analyze the strategic value represented by an automotive brand through their consumers. Having as inspiration my interest and knowledge for the automotive industry, joining all the concepts and competences acquired during the master’s degree of management and entrepreneur, the investigation has begun with the literature revision, which was focus on de concept definitions of Brand, Value and Consumer. This topic has reviled to be the initial part but also essential part for the investigation since it was through the concepts explained by certain authors that it was possible to draft the investigation. From all of the studied Authors one in specific must be highlighted, Aeker(1991) with his concept of Brand Equity. After all of the sum up made on the Literature Revision it was planed that the approach to adapt on the dissertation investigation would go by the study of the strategic value that a brand plays near his consumers, having has a literature base and measurement the concept of Brand Equity developed by Aeker (1991). Having defined the investigation plan, it was now missing the study object, meaning the brand that could be the sample of the automotive industry. The selected brand was Volvo Cars, on which with the collaboration of a vast group of car owners of the brand it was possible to perform an inquest where approximately two hounded people have answered it in total anonymity and from these answers it was possible to analyse and provide conclusions about the level of Brand Equity that this brand represents near his consumers in Portugal The Answers provided in the inquiry have worked as a primary data and analysing all of the secondary data obtained through market studies and available reports, it were considered the five big topic of the Brand Equity concept idea explained by Aeker (1991), (the brand loyalty, the brand awareness, the perceived quality, the brand associations and other proprietary brand assets) to measure the strategic value of the Volvo Cars near his consumers in Portugal.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Estratégia Marca Valor Consumidor Brand Equity Setor Automóvel Strategy Brand Value Consumer Brand Equity Automotive Industry