The nature of high-street fashion brands amongst female adolescents is a combined set of fast fashion movements and early adopter demands within a compressed timeframe. This research has investigated the need for a communication plan to appropriately deliver the brand message for this sector. There are a number of information barriers for high-street fashion brands to build customer value and differentiate the core values of their brands from competitors because of 1) imbalanced strategic communication implementation particularly in the encoding process, 2) ambiguous interpretation of target audience behaviour as a key disseminator of brand messages and 3) a lack of an integrated communication approach to complement the brand building communication plan. Accordingly, there is a need for a brand building communication framework to formulate and direct the female adolescent perceived values within a limited time based on mutual understanding and shared requirements between a high-street fashion brand and its target audience. Moreover, a strategic plan using an integrated brand-building communication in the encoding process which optimises the contribution of the audience must be developed. This research has revealed that high-street fashion brands should concentrate on consumer self-construal, consumer-brand congruence and consumer-brand relationships of female adolescents in order to clearly construct brand messages which match audiences’ values and lifestyles. Due to the needs for informative cooperation amongst the target audiences, the brand-building communication strategy as a persuasive medium, which encourages audiences and prospects to initiate interactivity with the high-street fashion brand, was thoroughly examined in the empirical study. A conceptual model of a high-street fashion brand-building communication was developed and evaluated by means of design research methodology and soft systems methodology. The proposed model explains the platform of brand-building communication strategy in the encoding process for the high-street fashion market. A number of advantages are offered: Firstly, brand managers may use the model to overcome the barriers to integrate a fashion brand communication strategy. Secondly, it can enhance the recognition of fashion brand-building communication. Thirdly, the model offers an approach to leverage customer-brand relationships by means of the communication process. Fourthly, it allows the description of a holistic view of brand message construction in the encoding process. Finally, it offers a strategy to integrate online and off-line communications.

Submitted by Vanessa Nunes (vnunes@unisinos.br) on 2015-03-17T15:24:29Z No. of bitstreams: 1 FernandaMatteCavalcante.pdf: 565437 bytes, checksum: a92b20fb9ed0394f0bd655c5dd771053 (MD5) / Made available in DSpace on 2015-03-17T15:24:29Z (GMT). No. of bitstreams: 1 FernandaMatteCavalcante.pdf: 565437 bytes, checksum: a92b20fb9ed0394f0bd655c5dd771053 (MD5) Previous issue date: 2011-08-29 / Nenhuma / A Responsabilidade Social Empresarial - RSE a partir da década de 90 vem desempenhando um papel mais atuante na sociedade, que reflete no crescimento do estudo na área nos últimos anos. Ainda um tema pouco investigado, este trabalho visa proporcionar e aprofundar o assunto com o objetivo de identificar as possíveis influências da RSE no consumidor. Investiga-se nesta dissertação a relação da RSE com o consumidor aliado as variáveis confiança e valor de marca. Busca - se aprofundar o conhecimento das relações existente entre esses itens e o cliente. Foi desenvolvido uma pesquisa através de uma survey, a unidade de análise foi o Banco do Estado do Rio Grande do Sul – Banrisul, onde os respondentes da survey foram os clientes pessoa física do Banrisul. Foram propostos modelos teóricos e a pesquisa a campo a fim de sustentar as hipóteses sugeridas. Por meio de pesquisa exploratório-descritiva, realizou-se um levantamento com aproximadamente 150 clientes do Banrisul. Como resultados gerais, foi verificado a relação da RSE nos clientes do banco. Outros resultados e implicações do estudo também foram discutidos. Concluí-se que RSE tem relação com valor de marca, mediada pela variável confiança. Que os clientes do Banrisul consideram muito importante a atuação da instituição no setor social , mas praticamente desconhecem os programas sociais desenvolvidos pelo banco. / Corporate Social Responsibility – CSR from the 90’s is playing a more active role in society, which reflects the growth in the study are a in recent years. Still a little investigated topic, this paper aims to provide and develop the subject in order to identify possible influences of CSR on consumers. This dissertation investigates the relationship of CSR together with the consumer confidence variables and brand value. Search – to deepen the understanding of the relationships between these items and the customer. where survey respondents were individual clients Banrisul. Were proposed theoretical models and research the field to support the hypotheses suggested. Through exploratory and descriptive research, carried out a survey of approximately 150 customers Banrisul. As general results, we verified the relationship of CSR in the bank’s clients. Other results and implications of the study were also discussed. It was concluded thatCSR relates to brand value, mediated by the variable trust. Banrisul customers consider important the role of the institution in the social sector, but virtually unaware of the social programs developed by the bank.n