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Authors
Advisor(s)
Abstract(s)
As áreas do marketing e da comunicação têm vindo recentemente a assistir a um novo
fenómeno de "ativismo de marca”, em que empresas e marcas assumem o modo ativista
e manifestam abertamente a sua opinião sobre uma causa ou questão. Ao estarmos
inseridos num mercado cada vez mais saturado e polarizado, onde os consumidores se
tornam mais exigentes, esta recente tendência de ativismo de marca surge como uma
estratégia adequada para que as marcas se possam diferenciar e tentar alcançar os
respetivos públicos-alvo através de questões com as quais estes se preocupam.
Um dos principais fatores que contribuiu para o crescimento deste recente fenómeno foi
o aumento das expectativas do consumidor. Enquanto anteriormente os consumidores
costumavam diferenciar as marcas com base no preço e na qualidade, no panorama atual
estes têm uma visão mais profunda, não só sobre o que está a ser vendido, mas sobre
quem o está a vender.
Consequentemente, esta recente mudança no consumidor faz com que as marcas revejam
as suas estratégias e muitas, comecem a adotar posições ativistas sobre determinadas
questões. Como podemos observar ao longo dos últimos anos, são várias as marcas que
têm vindo a dar cada vez mais atenção a questões controversas da sociedade, optando por
assumir uma voz ativista. Na sociedade atual, são várias as questões controversas que se
constituem fatores impulsionadores para as marcas aumentarem a sua relevância, mas
também desencadearem um diálogo sobre estas questões com que os consumidores se
preocupam, reforçando assim a relação marca-consumidor.
Tendo em consideração este contexto, a presente investigação tem como objetivo analisar
o impacto do ativismo corporativo da marca Ben & Jerry’s na imagem da marca e numa
das causas sociais a que dá voz ativa, o apoio aos refugiados.
ABSTRACT: The areas of marketing and communication have recently been witnessing a new phenomenon of “brand activism”, in which companies and brands assume the activist mode and openly express their opinion on a cause or issue. As we are in an increasingly oversaturated and polarized marketplace where consumers are becoming more critical, this recent trend of brand activism emerges as an effective strategy for brands to differentiate themselves and try to reach their target audiences through issues they care about. One of the main factors contributing to the growth of this recent phenomenon has been the increase in consumer expectations. Whereas previously, consumers used to differentiate brands based on price and quality, in today's landscape, consumers have a deeper insight, not only about what is being sold but about who is selling it. Consequently, this recent shift in the consumer is causing brands to review their strategies and adopt activist positions on specific issues. As we can see over the past few years, several brands have been giving more and more attention to controversial issues in society, choosing to assume an activist voice. In today's society, several controversial issues are driving factors for brands to increase their relevance. They also trigger a dialogue about these issues that consumers care about, thus strengthening the brand consumer relationship. Considering this context, this research aims to analyze the impact of Ben & Jerry's brand corporate activism on the brand's image and one of the social causes to which it gives an active voice.
ABSTRACT: The areas of marketing and communication have recently been witnessing a new phenomenon of “brand activism”, in which companies and brands assume the activist mode and openly express their opinion on a cause or issue. As we are in an increasingly oversaturated and polarized marketplace where consumers are becoming more critical, this recent trend of brand activism emerges as an effective strategy for brands to differentiate themselves and try to reach their target audiences through issues they care about. One of the main factors contributing to the growth of this recent phenomenon has been the increase in consumer expectations. Whereas previously, consumers used to differentiate brands based on price and quality, in today's landscape, consumers have a deeper insight, not only about what is being sold but about who is selling it. Consequently, this recent shift in the consumer is causing brands to review their strategies and adopt activist positions on specific issues. As we can see over the past few years, several brands have been giving more and more attention to controversial issues in society, choosing to assume an activist voice. In today's society, several controversial issues are driving factors for brands to increase their relevance. They also trigger a dialogue about these issues that consumers care about, thus strengthening the brand consumer relationship. Considering this context, this research aims to analyze the impact of Ben & Jerry's brand corporate activism on the brand's image and one of the social causes to which it gives an active voice.
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
Ativismo de marca Ben & Jerry’s Causas sociais Congruência de marca Marcas Brand activism Social causes Brand congruence Brands
Citation
Pinto, I.P.S.V. (2022). Ativismo corporativo, marca e causas sociais: O caso Ben & Jerry’s [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15654
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social