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Publication
Explorar a influência da reputação organizacional na atitude face à marca e intenção de compra do consumidor: o caso da Prozis
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Abstract(s)
Este estudo tem como objetivo analisar o impacto da reputação da marca Prozis na atitude face à marca e na intenção de compra dos consumidores. A Prozis destaca se como líder no mercado de nutrição desportiva em Portugal, exportando também para todo o mundo. Recentemente, enfrentou desafios significativos devido às polémicas declarações sobre os direitos das mulheres, feitas pelo seu fundador, o que afetou a perceção pública da marca e o relacionamento com os seus stakeholders. Esta pesquisa explora como a reputação da marca influencia a atitude face à marca e a intenção de compra. Para alcançar este objetivo, realizou se um estudo quantitativo operacionalizado pela aplicação de inquéritos a uma amostra de 235 consumidores. A pesquisa focou-se num modelo teórico de análise comportando três construtos principais: reputação da marca, atitude face à marca e intenção de compra.
Os resultados indicam uma reputação moderadamente positiva, especialmente em termos de inovação e qualidade do produto. No entanto, os campos da liderança da marca e o apoio a causas sociais apresentam valores mais baixos, sugerindo a necessidade de melhorar a relação entre marca e consumidor. O estudo confirma que a reputação da marca tem um impacto direto nas atitudes dos consumidores e nas intenções de compra.
Apesar da perceção positiva da marca, existe uma discrepância acentuada entre a atitude face à marca e a intenção de compra dos consumidores. Embora os consumidores reconheçam a qualidade e o valor dos produtos da marca Prozis, parecem existir outros fatores que podem estar a diminuir as intenções de compra. Este estudo sugere que o fortalecimento e enriquecimento da relação entre marca e consumidor podem servir para aumentar as intenções de compra. Esta pesquisa contribui para compreender de que forma a reputação da marca, particularmente no contexto de controvérsias públicas e crises, pode influenciar o comportamento do consumidor.
ABSTRACT: This study aims to analyze the impact of Prozis' brand reputation on consumer attitudes towards the brand and their purchase intentions. Prozis is a Portuguese brand which stands out as a leader in the sports nutrition market of Portugal, while also exporting worldwide. It recently faced significant challenges due to some controversial statements about women's rights, made by its founder, which affected the public perception of the brand and its relationship with stakeholders. This research explores how brand reputation influences attitudes towards the brand and purchase intentions. To achieve this goal, a quantitative study was conducted by applying surveys to a sample of 235 consumers. The research focused on a theoretical model of analysis involving three main constructs: brand reputation, attitude towards the brand, and purchase intention. The results indicate a moderately positive reputation, especially in terms of innovation and product quality. However, in the areas of brand leadership and support for social causes, lower values were found. This suggests a need for the brand to improve the relationship between itself and its consumers. The study confirms that brand reputation has a direct impact on consumer attitudes and purchase intentions. Despite the positive perception of the brand, there is a noticeable gap between consumer attitudes towards the brand and their purchase intentions. While consumers acknowledge the quality and value of Prozis' products, there seem to be other factors that may be lowering their purchase intentions. This study suggests that strengthening and enriching the relationship between the brand and consumers could help increase purchase intentions. This research contributes to understanding how brand reputation, particularly in the context of public controversies and crises, can influence consumer behavior.
ABSTRACT: This study aims to analyze the impact of Prozis' brand reputation on consumer attitudes towards the brand and their purchase intentions. Prozis is a Portuguese brand which stands out as a leader in the sports nutrition market of Portugal, while also exporting worldwide. It recently faced significant challenges due to some controversial statements about women's rights, made by its founder, which affected the public perception of the brand and its relationship with stakeholders. This research explores how brand reputation influences attitudes towards the brand and purchase intentions. To achieve this goal, a quantitative study was conducted by applying surveys to a sample of 235 consumers. The research focused on a theoretical model of analysis involving three main constructs: brand reputation, attitude towards the brand, and purchase intention. The results indicate a moderately positive reputation, especially in terms of innovation and product quality. However, in the areas of brand leadership and support for social causes, lower values were found. This suggests a need for the brand to improve the relationship between itself and its consumers. The study confirms that brand reputation has a direct impact on consumer attitudes and purchase intentions. Despite the positive perception of the brand, there is a noticeable gap between consumer attitudes towards the brand and their purchase intentions. While consumers acknowledge the quality and value of Prozis' products, there seem to be other factors that may be lowering their purchase intentions. This study suggests that strengthening and enriching the relationship between the brand and consumers could help increase purchase intentions. This research contributes to understanding how brand reputation, particularly in the context of public controversies and crises, can influence consumer behavior.
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
Reputação Atitude face à marca Intenção de compra Prozis Comportamento do consumidor Brand reputation Consumer attitude Purchase intention Consumer behavior
Citation
Correia, M.C. (2024). Explorar a influência da reputação organizacional na atitude face à marca e intenção de compra do consumidor: o caso da Prozis [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21565
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social