Brand equity: o caso da marca Açores
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Data
2019
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Resumo
A criação de valor e a força da marca são extremamente importantes para a diferenciação e
a valorização das empresas. Face à atualidade da marca Açores e ao crescimento que a
mesma tem verificado desde a sua criação, esta investigação, por meio de uma análise
quantitativa, procura analisar os aspetos essenciais do Brand Equity na marca Açores.
Tendo por base o modelo de Brand Equity proposto por Aaker, através de questionário,
pretende-se verificar se existe Brand Equity na marca Açores pelas dimensões lealdade à
marca, qualidade percebida, reconhecimento da marca e associações à marca. O estudo teve
por base uma amostra por conveniência que era constituída por indivíduos de nacionalidade
portuguesa e de nacionalidade estrangeira.
Os resultados obtidos na investigação sugerem que a marca Açores é reconhecida pelos
consumidores e associada, essencialmente, à natureza, aos produtos regionais e à experiência
global. A marca Açores é reconhecida mesmo antes do selo de origem e os consumidores
afirmam a qualidade, a confiabilidade e a funcionalidade dos bens/serviços desta marca,
conduzindo à fidelidade e ao consumo recorrente desta marca.
Pela facilidade de reconhecimento, pela identificação, pela superação das expetativas e pela
satisfação do consumidor é possível afirmar que a marca Açores tem impacto a nível
nacional e internacional. Consequentemente, verifica-se a existência de Brand Equity na
marca Açores e o seu sucesso, sendo este estudo um ponto de partida para outros estudos
relacionados com a temática.
Value creation and branding are extremely important for differentiating and valuing companies. Azores brand is a current brand and has a growth since its creation, so this research, through a quantitative analysis, search to analyse the essential aspects of brand equity in the Azores brand. Through a questionnaire of Aaker´s Brand Equity Model, the intention is to see if exists Brand Equity in Azores Brand in relation to the follow dimensions: brand loyalty, name awareness, perceived quality and brand associations. The study of the questionnaire was based on a convenience sample of individuals from Portugal and foreign nationalities. The results of the investigation suggest that the Azores brand is recognized by consumers and essentially associated to nature, regional products and global experience. The brand Azores is recognized before the seal of origin and customers recognize the quality, reliability and functionality of goods/services from this brand, driving to fidelity and recurring consumption of this brand. From easy recognition, by identification, by exceed expectations and by consumer satisfaction it is possible to say that Azores brand have national and international impact. Consequently, it verifies the existence of a brand equity in the Azores brand and its success. This study is the start point for another and profound studies related with the theme.
Value creation and branding are extremely important for differentiating and valuing companies. Azores brand is a current brand and has a growth since its creation, so this research, through a quantitative analysis, search to analyse the essential aspects of brand equity in the Azores brand. Through a questionnaire of Aaker´s Brand Equity Model, the intention is to see if exists Brand Equity in Azores Brand in relation to the follow dimensions: brand loyalty, name awareness, perceived quality and brand associations. The study of the questionnaire was based on a convenience sample of individuals from Portugal and foreign nationalities. The results of the investigation suggest that the Azores brand is recognized by consumers and essentially associated to nature, regional products and global experience. The brand Azores is recognized before the seal of origin and customers recognize the quality, reliability and functionality of goods/services from this brand, driving to fidelity and recurring consumption of this brand. From easy recognition, by identification, by exceed expectations and by consumer satisfaction it is possible to say that Azores brand have national and international impact. Consequently, it verifies the existence of a brand equity in the Azores brand and its success. This study is the start point for another and profound studies related with the theme.
Descrição
Orientação: Maria Teresa Ribeiro Candeias
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, IMAGEM DE MARCA, GESTÃO DE MARCAS, MANAGEMENT, BRAND IMAGE, BRAND MANAGEMENT, AAKER, DAVID A., KELLER, KEVIN L., AÇORES, AZORES