• Refine Query
  • Source
  • Publication year
  • to
  • Language
  • 1
  • 1
  • Tagged with
  • 2
  • 2
  • 2
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

A COMUNICAÇÃO MERCADOLÓGICA E A APROPRIAÇÃO DE UM ESTILO DE VIDA – ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL / Marketing communication and harley davidson life style

Panzarini, Bruna 30 March 2015 (has links)
Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-17T20:10:34Z No. of bitstreams: 1 Bruna Panzarini.pdf: 1862995 bytes, checksum: 5f89732529dd6310ab82c32a36cb0b38 (MD5) / Made available in DSpace on 2016-08-17T20:10:34Z (GMT). No. of bitstreams: 1 Bruna Panzarini.pdf: 1862995 bytes, checksum: 5f89732529dd6310ab82c32a36cb0b38 (MD5) Previous issue date: 2015-03-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study seeks to understand how a marketing communication's process practiced and considered as standard can instill into its customers minds symbolic elements about a life style and to be part of a brand's community. So the communication's work is lined to feed the imaginary of its customers by a philosofy of life and a peculiar way of living. The brands argumentation is guided in a manner that their custumers belongs to a "tribe" and this speech is similar every part of the globe. The case chosen to be studied was Harley-Davidson once its a brand that includes all these elements. The methodological procedures to for this thesis were literature research and documental that contributed to form the theoretical and informative knowleadge. Furthermore a fiedl research diveded in: participant observation with the customers in Sorocaba; HOG's participants, wich is the exclusive's Harley Davidson motorcycle club, semi-structure interviews with Sorocaba's HOG members, Sorocaba's dealership and the company's employees. Through this work it was noticed that the marketing communication and its actions come to the aspirations, sensations and desires of the customers and how they identify themselves with the brand and the way of life provided by it. The Harley-Davidson customers are great enthusiasts about the brand and its life filosophy. / Este estudo busca entender como um processo de comunicação mercadológica pode vincular na mente de seus consumidores elementos simbólicos sobre estilo de vida e pertencimento a uma comunidade da marca alimentando o imaginário de seus consumidores por meio de uma filosofia de vida e forma de viver muito particular. A argumentação da marca é regida em relação ao pertencimento de seus consumidores a uma "tribo", e o seu discurso aparenta ser semelhante em todos os cantos do mundo. O caso escolhido para estudo foi a Harley Davidson, pois é uma marca que integra todos esses elementos. Os procedimentos metodológicos escolhidos para esta dissertação foram pesquisa bibliográfica e documental, que contribuíram para a formação do conhecimento teórico e informacional. Além disso, uma pesquisa de campo subdividida em: observação participante com os consumidores da cidade de Sorocaba; participantes do HOG, que é o moto clube exclusivo da marca, coleta de entrevistas semiestruturadas com os membros do HOG de Sorocaba, concessionário Sorocaba e funcionários da empresa no Brasil. Por meio desse trabalho percebeu-se que a comunicação mercadológica e suas ações vêm ao encontro das aspirações, sensações e desejos dos consumidores e como eles se identificam com a marca e com o estilo de vida proporcionado por ela. Os consumidores Harley Davidson são grandes entusiastas da marca e da sua filosofia de vida.
2

El online brand community, el brand loyalty y el WOM en relación al repurchase intention de marcas dermatológicas / The online brand community, brand loyalty and WOM in relation to the repurchase intention of dermatological brands

Pérez Salinas, María Luisa, Vasquez Cerda, Claudia Liliam 08 July 2021 (has links)
Esta investigación pretende analizar la relación entre la comunidad de marca en línea, la lealtad de marca y el boca a boca respecto a la intención de recompra de marcas dermatológicas. El modelo de investigación cuantitativo correlacional es evaluado a través del cuestionario como herramienta y la encuesta en línea como técnica, utilizando la hibridación para su elaboración. La muestra no probabilística está conformada por 400 encuestados como población finita; también, se aplica la escala de medición de Likert de cinco puntos para la consolidación de las respuestas. Se utiliza el software SmartPLS para procesar la información recabada y el análisis multivariado con ecuaciones estructurales y Cronbach para evaluar la magnitud de los ítems correlacionados. Las implicaciones señalan que las marcas deben centrarse en crear comunidades de marca virtuales con el fin de generar pertenencia, vínculo y beneficios para los miembros de la comunidad, ya que los motiva a participar en línea, produciendo la lealtad a la marca, el boca a boca y la intención de recompra. Así, esta investigación contribuye a la teoría y práctica del marketing al analizar la relación entre la comunidad de marca en línea, la lealtad de marca y el boca a boca respecto a la intención de recompra de marcas dermatológicas. / This research aims to analyze the relationship between the online brand community, brand loyalty, and word of mouth regarding the intent to repurchase intention dermatological brands. The correlational quantitative research model is evaluated through the questionnaire as a tool and the online survey as a technique, using hybridization for its elaboration. The non-probabilistic sample is made up of 400 respondents as a finite population; Also, the five-point Likert measurement scale is applied to consolidate the responses. The SmartPLS software is used to process the information collected and the multivariate analysis with structural equations and Cronbach to evaluate the magnitude of the correlated items. The implications indicate that brands should focus on creating virtual brand communities in order to generate belonging, link and benefits for community members, since it motivates them to participate online, producing brand loyalty, word of mouth and repurchase intention. Thus, this research contributes to the theory and practice of marketing by analyzing the relationship between the online brand community, brand loyalty and word of mouth regarding the intention to repurchase intention dermatological brands. / Trabajo de investigación

Page generated in 0.0736 seconds