Loading...
Publication
A comunicação de RSC: uma análise sobre a influência nas perceções da Geração Z face às marcas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.96 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A preocupação da geração Z relativamente a questões
sociais e ambientais indica um cenário promissor para as
marcas a apostar em Responsabilidade Social Corporativa.
Esta prática tem-se revelado eficaz na estratégia de várias
empresas para potenciar a reputação das suas marcas,
permitindo que trabalhem nas perceções dos seus
consumidores e desenvolvam relações neste contexto.
Assim, o objetivo geral deste estudo é compreender como
as peças publicitárias que focam diferentes dimensões de
RSC (social, ambiental e comunicativa) podem alterar as
perceções da geração Z face às marcas, nomeadamente a
nível de brand attitude e brand equity. Para isto, recorreu se a um estudo quantitativo com apoio ao método
experimental, no qual 222 portugueses da geração Z foram
expostos às três dimensões de publicidade de RSC e,
seguidamente, avaliadas as suas perceções. Apesar da
comunicação de RSC não ter demonstrado influência na
brand attitude, revelou impactar a brand equity neste
sentido. Além disso, este estudo provou também o papel
mediador da moralidade percebida nas perceções da
geração Z. Quanto às normas de relacionamento, não se
verificou influência das mesmas nas perceções da geração
Z, quer na exchange, quer na communal. Estes resultados
podem, então, conceder insights relevantes às marcas
relativamente à forma mais eficaz para atuar, a nível de
publicidade de RSC, junto da geração Z.
Generation Z's concern regarding social and environmental issues indicates a promising scenario for brands to invest in corporate social responsibility. This practice has proven to be effective, strategy wise, in several companies to enhance the reputation of their brands, allowing them to work on their consumers' perceptions, and develop relationships in this context. Therefore, the overall objective of this study is to understand how advertising pieces that focus on different CSR dimensions (social, environmental and communicative) can change the perceptions of generation Z towards brands, namely in terms of brand attitude and brand equity. For this, a quantitative study supported by the experimental method was conducted, in which 222 Portuguese Z generation were exposed to the three dimensions of CSR communication and their perceptions were evaluated. It was concluded that, although CSR communication didn´t influence consumers' brand attitude, it was able to impact brand equity in this sense. Moreover, this study also proved the mediating role of perceived morality in the perceptions of generation Z. When it comes to relationship norms, no influence was found on consumers' perceptions of either the exchange norm or the communal norm. These results may then provide relevant insights for brands regarding the most effective way to act, in terms of CSR communication, with generation Z.
Generation Z's concern regarding social and environmental issues indicates a promising scenario for brands to invest in corporate social responsibility. This practice has proven to be effective, strategy wise, in several companies to enhance the reputation of their brands, allowing them to work on their consumers' perceptions, and develop relationships in this context. Therefore, the overall objective of this study is to understand how advertising pieces that focus on different CSR dimensions (social, environmental and communicative) can change the perceptions of generation Z towards brands, namely in terms of brand attitude and brand equity. For this, a quantitative study supported by the experimental method was conducted, in which 222 Portuguese Z generation were exposed to the three dimensions of CSR communication and their perceptions were evaluated. It was concluded that, although CSR communication didn´t influence consumers' brand attitude, it was able to impact brand equity in this sense. Moreover, this study also proved the mediating role of perceived morality in the perceptions of generation Z. When it comes to relationship norms, no influence was found on consumers' perceptions of either the exchange norm or the communal norm. These results may then provide relevant insights for brands regarding the most effective way to act, in terms of CSR communication, with generation Z.
Description
Keywords
Brand attitude Brand equity Responsabilidade social corporativa Normas de relacionamento Geração Z