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A importância da consciência da marca e imagem da marca no posicionamento da marca: caso IKEA Portugal
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Resumo(s)
Explorar a influência da imagem da marca e da consciência da marca no posicionamento da marca IKEA. A investigação está suportada numa metodologia quantitativa, através da aplicação de um questionário anónimo e confidencial aos clientes do IKEA em Portugal, que foi analisada estatisticamente. O estudo pretende fornecer esclarecimentos sobre como a imagem da marca e a consciência da marca contribuem para criar uma posição distinta e competitiva no mercado, influenciando as decisões de compra e a lealdade dos consumidores. O presente estudo apresenta como principal limitação, a generalização dos resultados, uma vez que uma amostra pode não representar a diversidade de perceções dos consumidores da IKEA em diferente mercado. Outras limitações identificadas, os atores externos, como campanhas publicitárias ou crises económicas. Apesar disso, o estudo oferece insights relevantes e base para o futuro. Imagem da marca e a consciência da marca têm influência no posicionamento da marca.
To explore the influence of brand image and brand awareness on the brand positioning of Portugal IKEA. This research adopts a quantitative approach, based on the administration of an anonymous and confidential questionnaire to Portugal IKEA customers. To provide insights into how brand image and brand awareness contribute to building a distinctive and competitive market position, influencing purchasing decisions and consumer loyalty. There are no similar studies conducted within the context of IKEA in Portugal, which highlights the originality of this research. The main limitation of this study concerns the generalization of results, as the sample may not reflect the diversity of consumer perceptions in different IKEA markets. Additionally, external factors such as advertising campaigns or economic crises may influence responses. The study’s timeframe also presents a limitation, as it captures perceptions at a specific moment and does not account for future changes. Nevertheless, the study offers relevant insights and provides a solid foundation for future research. It is expected that brand image and brand awareness significantly influence the brand positioning of IKEA.
To explore the influence of brand image and brand awareness on the brand positioning of Portugal IKEA. This research adopts a quantitative approach, based on the administration of an anonymous and confidential questionnaire to Portugal IKEA customers. To provide insights into how brand image and brand awareness contribute to building a distinctive and competitive market position, influencing purchasing decisions and consumer loyalty. There are no similar studies conducted within the context of IKEA in Portugal, which highlights the originality of this research. The main limitation of this study concerns the generalization of results, as the sample may not reflect the diversity of consumer perceptions in different IKEA markets. Additionally, external factors such as advertising campaigns or economic crises may influence responses. The study’s timeframe also presents a limitation, as it captures perceptions at a specific moment and does not account for future changes. Nevertheless, the study offers relevant insights and provides a solid foundation for future research. It is expected that brand image and brand awareness significantly influence the brand positioning of IKEA.
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Palavras-chave
Posicionamento de marca Imagem da marca Consciência da marca