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Abstract(s)
Através desta investigação académica, pretende-se averiguar a afeição pela marca e a atitude do consumidor à luz de um caso em específico: Caso Software fraudulento da Volkswagen.
A afeição à marca é um conceito de Marketing relativamente recente e consiste no consumidor identificar-se de tal forma com a marca que constrói nela o conceito de self. A marca já não é utilizada, a marca representa o consumidor.
A atitude do consumidor consiste na predisposição para realizar algo. Essa mesma predisposição provém da influência de anteriores experiências e conhecimento adquirido pelo individuo que formou uma opinião sobre um determinado assunto ou objeto.
Em setembro de 2015 o grupo Volkswagen foi acusado de introduzir em vários automóveis de motores a Diesel um programa informático que reduzia a quantidade de emissões de CO2 lançados para a atmosfera. Ou seja, em estrada, o veículo expelia maior porção de emissões nocivas para o ambiente do que as que o sistema do veículo indicava.
Qual a influência do caso Software fraudulento da Volkswagen na atitude do consumidor e qual a influência do Software fraudulento da Volkswagen no consumidor que revela afeição pela marca são as perguntas de partida desta tese de mestrado.
O método utilizado foi um inquérito online quantitativo a 213 indivíduos onde os inquiridos foram interrogados sobre a sua afeição à marca Volkswagen, atitude e a severidade do evento na sua perspetiva.
Depois da apurados os dados, é possível concluir que a gravidade da situação da Volkswagen influenciou a mudança de atitude por parte do consumidor e o conceito de afeição pela marca influencia a atitude e não a relação entre severidade/atitude.
ABSTRACT: Through this academic investigation, the intention is to investigate the affection for the brand and the attitude of the consumer in the light of a specific case: Volkswagen Fraudulent Software Case. Brand affection is a relatively recent marketing construct and it is the consumer who identifies himself in such a way with the brand that he/she builds the concept of self. The brand is no longer used, the brand represents the consumer. The consumer's attitude consists of a predisposition to accomplish something. This predisposition is originated from previous experiences and knowledge acquired that will lead to form an opinion on a particular subject or object. In September 2015, the Volkswagen group was accused of introducing a computer program to a number of Diesel engine cars to that reduced the amount of CO2 emissions into the atmosphere. That is on the road, the vehicle expelled a larger portion of emissions harmful to the environment. What is the influence of the Volkswagen Fraudulent Software case on the consumer's attitude and the influence of Volkswagen's fraudulent Consumer Software that reveals brand affection are the starting questions of this master's thesis. The method used was a quantitative online survey of 213 individuals where respondents were questioned about their affection for the Volkswagen brand, attitude and severity of the event in their perspective. After determining the data, it is possible to conclude that the severity of the situation of Volkswagen influenced the change of consumer’s attitude and the construct of affection by the brand influences the attitude and not the relation between severity / attitude.
ABSTRACT: Through this academic investigation, the intention is to investigate the affection for the brand and the attitude of the consumer in the light of a specific case: Volkswagen Fraudulent Software Case. Brand affection is a relatively recent marketing construct and it is the consumer who identifies himself in such a way with the brand that he/she builds the concept of self. The brand is no longer used, the brand represents the consumer. The consumer's attitude consists of a predisposition to accomplish something. This predisposition is originated from previous experiences and knowledge acquired that will lead to form an opinion on a particular subject or object. In September 2015, the Volkswagen group was accused of introducing a computer program to a number of Diesel engine cars to that reduced the amount of CO2 emissions into the atmosphere. That is on the road, the vehicle expelled a larger portion of emissions harmful to the environment. What is the influence of the Volkswagen Fraudulent Software case on the consumer's attitude and the influence of Volkswagen's fraudulent Consumer Software that reveals brand affection are the starting questions of this master's thesis. The method used was a quantitative online survey of 213 individuals where respondents were questioned about their affection for the Volkswagen brand, attitude and severity of the event in their perspective. After determining the data, it is possible to conclude that the severity of the situation of Volkswagen influenced the change of consumer’s attitude and the construct of affection by the brand influences the attitude and not the relation between severity / attitude.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Comportamento do consumidor Atitudes Afeição Severidade Volkswagen Portugal Consumer behavior Attitudes Affection Severity
Citation
PARENTE, Sofia Filipa Martins – Caso software fraudulento Volkswagen: atitude do consumidor e afeição pela marca. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social