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Authors
Advisor(s)
Abstract(s)
Atualmente, devido ao crescimento substancial da indústria musical em Portugal e à sua internacionalização nos mercados, temos vindo a assistir à progressiva utilização do patrocínio a eventos como uma poderosa ferramenta de comunicação por parte de marcas ou empresas. Numa perspetiva de comunicação de marketing integrado, as ações de patrocínio surgem como um mecanismo extremamente útil, eficaz e estratégico que visa o alcance a novos públicos-alvo, objetivos e metas pré-determinadas por parte das marcas. Para tal, é importante que haja um prévio conhecimento das mesmas acerca do comportamento dos seus consumidores, de forma a conseguirem construir estratégias de marketing e comunicação eficazes que consigam alcançar os resultados pretendidos. A proximidade física e emocional partilhada em eventos de cariz musical, promovem um conjunto de sentimentos de identificação e partilha entre os artistas e as audiências, e por esta razão, as marcas pretendem ser um meio mediador nesta relação exclusiva.
Assim, a presente investigação no âmbito desta dissertação de mestrado visa compreender de que forma as ações de patrocínio por parte de uma marca a um evento, em especial a um festival de verão, influencia a atitude e envolvimento dos espectadores face à própria marca patrocinadora e ao evento, tendo em consideração a congruência e harmonia entre estes dois agentes.
As conclusões constatadas nesta investigação apontam diretrizes para que as marcas compreendam quais os proveitos que as ações de patrocínio podem gerar para as suas atividades de negócio e se a adoção de estratégias de patrocínio pode criar ou melhorar a atitude e envolvimento dos consumidores às suas marcas.
Os resultados aferidos demonstram que o envolvimento do consumidor ao evento tem consequência direta na atitude do mesmo face à marca, ou seja, podemos afirmar que a principal conclusão desta investigação consiste no facto do envolvimento do consumidor com o Out Jazz ter uma influência positiva na atitude do consumidor em relação à marca Somersby.
ABSTRACT: Nowadays, due to the substantial growing of the musical industry in Portugal and to its internationalization in the markets, we often see the gradual use of event sponsorship as a powerful tool of communication by brands or companies. From the perspective of integrated marketing communication, sponsorships emerge as an extremely useful mechanism, effective and strategic which aims to reach new target-population, objectives and pre-determined goals by brands. In order to achieve that it is important that brands have a previous knowledge about the consumer behavior, so they can develop marketing and communication strategies effectively to help reach the intended results. The physical and emotional closeness shared in musical events, promote a set of feelings of identification and sharing between the artists and the audiences and for this reason brands intend to be a mediator in this exclusive relationship. The following investigation within this master’s thesis aims to comprehend in which way the sponsorship actions by a brand to an event, specifically a summer festival, affect the attitude and the engagement of the audience facing the sponsor brand and the event itself, taking into consideration the congruence and harmony between these two agents. The stated conclusions in this investigation point out guidelines so that brands can understand the benefits that sponsorship actions can generate to its business activities and if the implementation of sponsorship strategies can create or improve the attitude and engagement of consumers regarding the brand, The compiled results demonstrate that the consumers involvement in the event has a direct consequence in the consumers attitude regarding the brand, in other words we can state that the main conclusion of this investigation consists on the fact that consumers engagement with 'Out Jazz' has a positive impact on the consumers behavior regarding the brand 'Somersby' given that all relations between the variables showed to be positive.
ABSTRACT: Nowadays, due to the substantial growing of the musical industry in Portugal and to its internationalization in the markets, we often see the gradual use of event sponsorship as a powerful tool of communication by brands or companies. From the perspective of integrated marketing communication, sponsorships emerge as an extremely useful mechanism, effective and strategic which aims to reach new target-population, objectives and pre-determined goals by brands. In order to achieve that it is important that brands have a previous knowledge about the consumer behavior, so they can develop marketing and communication strategies effectively to help reach the intended results. The physical and emotional closeness shared in musical events, promote a set of feelings of identification and sharing between the artists and the audiences and for this reason brands intend to be a mediator in this exclusive relationship. The following investigation within this master’s thesis aims to comprehend in which way the sponsorship actions by a brand to an event, specifically a summer festival, affect the attitude and the engagement of the audience facing the sponsor brand and the event itself, taking into consideration the congruence and harmony between these two agents. The stated conclusions in this investigation point out guidelines so that brands can understand the benefits that sponsorship actions can generate to its business activities and if the implementation of sponsorship strategies can create or improve the attitude and engagement of consumers regarding the brand, The compiled results demonstrate that the consumers involvement in the event has a direct consequence in the consumers attitude regarding the brand, in other words we can state that the main conclusion of this investigation consists on the fact that consumers engagement with 'Out Jazz' has a positive impact on the consumers behavior regarding the brand 'Somersby' given that all relations between the variables showed to be positive.
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 Comunicação integrada de marketing Patrocínios de eventos Atitudes com a marca Relação marca-consumidor Comportamento do consumidor Integrated marketing communication Event sponsors Brand attitudes Brand-consumer relationship Consumer behavior
Citation
Rangel, M.P. (2018). O patrocínio no envolvimento e atitudes dos consumidores: estudo do caso Somersby Out Jazz. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social