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Resumo(s)
Uma marca bem construída pode ser o maior patrimônio da empresa. É nesse sentido que esta
dissertação trabalha, ao analisar as percepções de experiência de marca das consumidoras no
mercado de underwear, com a Tezenis e Intimissimi em foco. Para o efeito, primeiro realizou-se um
estudo exploratório qualitativo, usando os métodos de análise interpretativa de conteúdo, como o
prisma de Kapferer e para identidade visual de marca o sistema desenvolvido pelo Professor Fernando
Oliveira; segundo, a análise quantitativa com um grupo amostral de 30 respostas; terceiro, que foi
criado uma tabela para representar os parâmetros formados para estabelecer positiva ou
negativamente, se as marcas criam as experiências de marca apresentadas na revisão de literatura.
Na discussão dos resultados, concluiu-se, que dentro do que foi pré-estabelecido na tabela, as marcas
correspondem positivamente, em contraponto sobre a criação de valor ocorreu determinadas
ponderações.
A well-built brand can be the company's greatest asset. It is in this sense that this dissertation works by analyzing consumers' brand experience perceptions in the underwear market, with Tezenis and Intimissimi in focus. To this end, a qualitative exploratory study was first carried out using interpretative content analysis methods such as Kapferer's prism and for branding the system developed by Professor Fernando Oliveira; second, the quantitative analysis with a sample of 30 responses; Third, a table was created to represent the parameters formed to establish positively or negatively whether the brands create the brand experiences presented in the literature review. In the discussion of the results, it was concluded that within what was pre-established in the table, the brands correspond positively, in counterpoint to the value creation there were certain weights.
A well-built brand can be the company's greatest asset. It is in this sense that this dissertation works by analyzing consumers' brand experience perceptions in the underwear market, with Tezenis and Intimissimi in focus. To this end, a qualitative exploratory study was first carried out using interpretative content analysis methods such as Kapferer's prism and for branding the system developed by Professor Fernando Oliveira; second, the quantitative analysis with a sample of 30 responses; Third, a table was created to represent the parameters formed to establish positively or negatively whether the brands create the brand experiences presented in the literature review. In the discussion of the results, it was concluded that within what was pre-established in the table, the brands correspond positively, in counterpoint to the value creation there were certain weights.
Descrição
Palavras-chave
Consumidores Experiência de Marca Identidade de Marca Underwear Valor de Marca