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Abstract(s)
O marketing relacionado com causas é uma prática de responsabilidade social à qual as
entidades corporativas recorrem frequentemente. Esta importante ferramenta estratégica de
marketing permite às empresas exibir a sua cidadania corporativa e motivações altruístas,
contribuindo em termos simultâneos para alcançar os objetivos corporativos.
A presente investigação teve como objetivo principal compreender em que medida a
utilização do marketing relacionado com causas se pode assumir como uma ferramenta de
posicionamento estratégico e diferenciação junto dos clientes, no âmbito dos eventos do
Desporto Escolar em Portugal. Neste sentido, foram analisadas as relações que se
estabelecem entre o marketing relacionado com causas e a decisão de consumo por parte dos
clientes, a partir da perceção destes últimos sobre os atributos gerais e de responsabilidade
social da marca da empresa praticante de marketing relacionado com causas.
Neste estudo foi realizada uma investigação empírica quantitativa que utilizou como método
de recolha de dados o questionário. Foram recolhidos dados referentes a uma amostra de 829
alunos, oriundos do território continental português, participantes e não participantes nos
eventos de Desporto Escolar associados a marcas específicas, nomeadamente o Compal Air e
o Nestum Rugby.
Os resultados revelam que as práticas de marketing relacionado com causas, desenvolvidas no
âmbito dos eventos de Desporto Escolar, são uma forma de posicionamento estratégico e de
diferenciação competitiva na medida em que a perceção dos clientes sobre os atributos de
responsabilidade social da marca influencia positivamente as decisões de consumo dos
participantes neste tipo de eventos; a perceção dos clientes sobre os atributos gerais da
marca influencia positivamente a decisão de consumo; e o marketing relacionado com causas
influencia positivamente a lealdade dos clientes à marca. Adicionalmente, verifica-se que as
motivações individuais, as quais determinam a decisão de participação ou não participação
nos eventos, exercem influência sobre a decisão de consumo.
Cause related marketing is a social responsibility practice often used by corporate entities. This important marketing strategic tool allows companies to display their corporate citizenship and altruistic motivations while helping to achieve corporate goals. This research study is set to understand to what extent the use of cause related marketing can be seen as a tool for strategic positioning and differentiation among customers in school sports events in Portugal. Thus, we analyzed the connections established between cause related marketing and the consumption decision by customers, from the perception of the last ones about general and social responsability attributes of the corporate brand that practices cause related marketing. In this study we carried out a quantitative empirical research that used a questionnaire as the method for data collection. Data was collected from a sample of 829 students, from the Portuguese mainland, participants and non-participants in school sport events associated with specific brands, including the Compal Air and Nestum Rugby. The results reveal that the practices of cause related marketing, developed within school sports events, are a mean of strategic positioning and competitive differentiation since the perception of customers about the social responsability attributes of the brand positively influences the consumption decisions of participants in these kind of events; the perception of customers about the general attributes of the brand positively influences the consumption decisions; and cause related marketing positively influences the customers loyalty to the brand. Additionally, it is verified that individual motivations, which determine the decision whether to participate or not in the events, have an influence on the consumption decision.
Cause related marketing is a social responsibility practice often used by corporate entities. This important marketing strategic tool allows companies to display their corporate citizenship and altruistic motivations while helping to achieve corporate goals. This research study is set to understand to what extent the use of cause related marketing can be seen as a tool for strategic positioning and differentiation among customers in school sports events in Portugal. Thus, we analyzed the connections established between cause related marketing and the consumption decision by customers, from the perception of the last ones about general and social responsability attributes of the corporate brand that practices cause related marketing. In this study we carried out a quantitative empirical research that used a questionnaire as the method for data collection. Data was collected from a sample of 829 students, from the Portuguese mainland, participants and non-participants in school sport events associated with specific brands, including the Compal Air and Nestum Rugby. The results reveal that the practices of cause related marketing, developed within school sports events, are a mean of strategic positioning and competitive differentiation since the perception of customers about the social responsability attributes of the brand positively influences the consumption decisions of participants in these kind of events; the perception of customers about the general attributes of the brand positively influences the consumption decisions; and cause related marketing positively influences the customers loyalty to the brand. Additionally, it is verified that individual motivations, which determine the decision whether to participate or not in the events, have an influence on the consumption decision.
Description
Keywords
Decisão de Consumo Eventos de Desporto Escolar Lealdade à Marca Marketing Desportivo Relacionado Com Causas Marketing Relacionado Com Causas Responsabilidade Social Corporativa