| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.29 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Conceitos como a personalização e a humanização têm se vindo a tornar absolutamente
fulcrais para a existência, e sobrevivência, das marcas ao longo do tempo. É por
este processo ser tão importante no universo da publicidade e marketing, que o presente
estudo procura aprofundar e analisar a relação e influência entre variáveis como
a personalidade de marca (brand personality) e o brand attachment, e por sua vez, se variáveis
psicológicas, congruência do Eu (self-congruence) do consumidor, moderam esta relação.
Neste sentido, a investigação desenvolvida enquadra-se no contexto de uma marca de
vestuário desportivo, a Nike, por ter sido considerada a marca de vestuário mais valiosa do ano
de 2022, após a pandemia COVID-19, de acordo com Brand Finance - Brand directory (2022).
Para a avaliação da relação que este estudo se propõe analisar, recorreu-se a uma
metodologia do tipo quantitativo, operacionalizada através de inquéritos por questionário, a
indivíduos entre os 18 e os 70 anos.
Os resultados indicam que a personalidade da marca tem influência positiva no brand
attachment, porém, a variável psicológica da congruência do Eu, não demonstra efeito
moderador na relação personalidade da marca com o brand attachment.
Espera-se, com estes resultados, poder contribuir para que as marcas consigam direcionar
ainda melhor as suas características e estratégias para os consumidores que pretendem
impactar, nos diferentes segmentos de mercado.
ABSTRACT: Personalization and humanization are concepts that have become fundamental and central for the existence and survival of brands over time. Since this process is essential in the advertising and marketing universe, the present study seeks to deepen and analyze the relationship between variables, such as brand personality and brand attachment. Also, it aims to understand whether psychological variables, such as self-congruence of the consumer, have a moderating effect on this relationship. This study was developed within the context of the sports apparel brand Nike. This brand was chosen because it was considered the most valuable apparel brand of the year 2022, after the COVID-19 pandemic, according to the Brand Finance - Brand directory (2022). To evaluate the relationship that this study proposes to analyze, a quantitative methodology was used and operationalized through questionnaire surveys, within individuals between 18 and 70 years old. The results indicate that brand personality has a positive influence on brand attachment, however, the psychological variable of self congruence does not demonstrate a moderating effect on the relationship between brand personality and brand attachment. We hope, with these results, to be able to contribute so that brands can direct even better their characteristics and strategies for the consumers that they intend to impact, in the different market segments.
ABSTRACT: Personalization and humanization are concepts that have become fundamental and central for the existence and survival of brands over time. Since this process is essential in the advertising and marketing universe, the present study seeks to deepen and analyze the relationship between variables, such as brand personality and brand attachment. Also, it aims to understand whether psychological variables, such as self-congruence of the consumer, have a moderating effect on this relationship. This study was developed within the context of the sports apparel brand Nike. This brand was chosen because it was considered the most valuable apparel brand of the year 2022, after the COVID-19 pandemic, according to the Brand Finance - Brand directory (2022). To evaluate the relationship that this study proposes to analyze, a quantitative methodology was used and operationalized through questionnaire surveys, within individuals between 18 and 70 years old. The results indicate that brand personality has a positive influence on brand attachment, however, the psychological variable of self congruence does not demonstrate a moderating effect on the relationship between brand personality and brand attachment. We hope, with these results, to be able to contribute so that brands can direct even better their characteristics and strategies for the consumers that they intend to impact, in the different market segments.
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
Personalidade de marca Brand attachment Congruência do Eu Nike Efeito moderador Brand personality Self-congruence Moderating effect
Citation
Martins-Mourão, R.F.S. (2022). O impacto da personalidade de marca no brand attachment: O caso da Nike [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15651
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social