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Advisor(s)
Abstract(s)
A presente dissertação assenta na realização de um estudo sobre a perceção do
consumidor do mercado de streetwear sobre a estratégia de co-branding colocada em
prática em organizações de diferentes esferas industriais - criando uma imagem
desejável, atrativa e competitiva. Foi realizada uma pesquisa bibliográfica, contendo
conexões entre os três principais conceitos: a moda, como conceito, desenvolvimento
histórico, hodiernidade e mercado; o streetwear, como definição, valores subjugados e
vantagens na hipermodernidade; mais adiante o co-branding, como plano mercadológico,
desenvolvimento contínuo de brand equity e o seu impacto em múltiplos mercados.
Como processo, destaca-se a metodologia experimental, com a realização de
entrevistas em profundidade com etapas infundidas na Escala Multidimensional de Yoo e
Donthu, para a medição das mutações de brand equity, segundo a experimentação de
uma aliança fictícia entre marcas da indústria da moda e automóvel.
Os resultados da pesquisa empírica, convertem-se na comprovação de um
contexto de avaliação entre os consumidores de streetwear sobre diferentes aspetos; por
intermédio da aplicação de uma estratégia de co-branding, ambas as marcas presenciam
a valorização do seu brand equity, na medida em que a influência de mutuação de ativos
e passivos das marcas envolvidas é paralelo, sugerindo que os consumidores de
streetwear detêm o desígnio da adquisição do produto fictício.
The present dissertation is based on the study of consumer perception of streetwear market on the co-branding strategy put into practice in organizations of different industrial spheres – creating a desirable, attractive and competitive image. A bibliographical research was carried out, containing connections between the three main concepts: fashion, as a concept, historical development, tradition and market; streetwear, such as definition, subjugated values and advantages in hypermodernity: further co-branding, as a marketing plan, continuous development of brand equity and its impact on multiple markets. As a process, we emphasize the experimental methodology, with detailed interviews with steps infused in the Multidimensional Brand Equity Scale of Yoo and Donthu, for an analysis of the mutations of brand equity, through a trial of an alliance between the brands of the fashion and automobile industries. The results of the empirical research become the proof of a context of evaluation among the consumers of streetwear on different aspects; through the application of a cobranding strategy, as the brands witness the valorization of their brand value, insofar as the influence of asset lending and the liability of business brands is parallel, suggesting that consumers of streetwear the design of the fictitious product.
The present dissertation is based on the study of consumer perception of streetwear market on the co-branding strategy put into practice in organizations of different industrial spheres – creating a desirable, attractive and competitive image. A bibliographical research was carried out, containing connections between the three main concepts: fashion, as a concept, historical development, tradition and market; streetwear, such as definition, subjugated values and advantages in hypermodernity: further co-branding, as a marketing plan, continuous development of brand equity and its impact on multiple markets. As a process, we emphasize the experimental methodology, with detailed interviews with steps infused in the Multidimensional Brand Equity Scale of Yoo and Donthu, for an analysis of the mutations of brand equity, through a trial of an alliance between the brands of the fashion and automobile industries. The results of the empirical research become the proof of a context of evaluation among the consumers of streetwear on different aspects; through the application of a cobranding strategy, as the brands witness the valorization of their brand value, insofar as the influence of asset lending and the liability of business brands is parallel, suggesting that consumers of streetwear the design of the fictitious product.
Description
Keywords
Brand-Equity Co-Branding Comunicação Moda