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Publication
FNAC Live - um estudo sobre o impacto do marketing experiencial na relação marca-consumidor
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Authors
Abstract(s)
O presente estudo investiga o impacto do festival FNAC Live na relação entre a marca FNAC e o consumidor. Através de uma metodologia qualitativa, que inclui uma entrevista à marca e entrevistas semiestruturadas a participantes do festival, a pesquisa analisa as motivações, experiências e perceções dos consumidores em relação ao evento e à marca. A investigação explora o conceito de brand attachment e consumer engagement, examinando como o FNAC Live contribui para a construção de laços emocionais e fidelização à marca. Os resultados indicam que o festival promove a identificação com a marca, a confiança e a criação de experiências memoráveis, reforçando a importância do Marketing Experiencial na construção de relações duradouras entre marcas e consumidores. Adicionalmente, a pesquisa discute o papel do evento na criação de valor para a marca e na consolidação da sua imagem no mercado.
ABSTRACT: This study investigates the impact of the FNAC Live festival on the relationship between the FNAC brand and the consumer. Through a qualitative methodology, including an interview with the brand and semi-structured interviews with festival attendees, the research analyses consumer motivations, experiences, and perceptions regarding the event and the brand. The study explores the concepts of brand attachment and consumer engagement, examining how FNAC Live contributes to building emotional bonds and brand loyalty. The results indicate that the festival promotes brand identification, trust, and the creation of memorable experiences, reinforcing the importance of Experiential Marketing in building lasting relationships between brands and consumers. Additionally, the research discusses the role of the event in creating brand value and consolidating its image in the market.
ABSTRACT: This study investigates the impact of the FNAC Live festival on the relationship between the FNAC brand and the consumer. Through a qualitative methodology, including an interview with the brand and semi-structured interviews with festival attendees, the research analyses consumer motivations, experiences, and perceptions regarding the event and the brand. The study explores the concepts of brand attachment and consumer engagement, examining how FNAC Live contributes to building emotional bonds and brand loyalty. The results indicate that the festival promotes brand identification, trust, and the creation of memorable experiences, reinforcing the importance of Experiential Marketing in building lasting relationships between brands and consumers. Additionally, the research discusses the role of the event in creating brand value and consolidating its image in the market.
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
FNAC Live Marketing experiencial Brand attachment Consumer engagement Experiência do consumidor Relação marca-consumidor Festival de Música Experiential marketing Consumer experience Brand-consumer relationship Music Festival
Citation
Martins, A.C. (2024). FNAC Live - Um estudo sobre o impacto do marketing experiencial na relação marca-consumidor [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21588
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social