A carregar...
Publicação
A reputação da marca na escolha de um produto cosmético: um estudo comparativo
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 12.33 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Preocupações ambientais, crises sociais e a tendência da
sustentabilidade no mercado têm vindo a ser parte integrante das
estratégias empresariais no panorama atual. Desta forma, pretende-se com
o presente estudo identificar de que forma estes fatores influenciam a
intenção de compra dos consumidores, realizando um estudo comparativo,
em que as duas marcas se distinguem pelo tema apresentado: a
sustentabilidade. A investigação é do foro quantitativo, explorado através
de dois inquéritos, sob forma de questionário, que resultou de uma amostra
de 286 inquiridos. O questionário contou com a base teórica de Gardberg
& Fombrun (2002) e Agmeka, Wathoni & Santoso (2019). A análise estatística
recorreu aos alphas de Cronbach, à correlação de Pearson e às mediações
de Hayes. A presente investigação permitiu afirmar que no contexto do
estudo, a marca não tem um efeito significativo sobre a intenção de
compra, no entanto, na presença de uma variável mediadora, remete à
intensificação desta relação, nomeadamente a responsabilidade social e
ambiental.
Environmental concerns, social crisis and the market’s sustainability trend has become a core part of companies’s strategies in today’s landscape. With this being said, the present study intends to identify in what way three factors influence the consumer’s purchase intent, crafting a comparative study, in which the two brands are distinguished from each other due to the presented theme: sustainability. The investigation is quantitative, explored using two inquiries, in the form of a questionnaire, this resulting in a pool of 286 inquired individuals. This questionnaire was aided by the theoretical basis of Gardberg & Fombrun (2002) and Agmeka Wathoni & Santoso (2019). The statistical analysis resorted to he Cronbach alphas, the Pearson correlation and the Hayes’ measures. The present investigation has allowed to affirm that the brand does not have a significative effect on the intention to purchase, however, in the presence of a mediator variable, it refers to the intensification of this relationship, namely, the social and environmental responsibility.
Environmental concerns, social crisis and the market’s sustainability trend has become a core part of companies’s strategies in today’s landscape. With this being said, the present study intends to identify in what way three factors influence the consumer’s purchase intent, crafting a comparative study, in which the two brands are distinguished from each other due to the presented theme: sustainability. The investigation is quantitative, explored using two inquiries, in the form of a questionnaire, this resulting in a pool of 286 inquired individuals. This questionnaire was aided by the theoretical basis of Gardberg & Fombrun (2002) and Agmeka Wathoni & Santoso (2019). The statistical analysis resorted to he Cronbach alphas, the Pearson correlation and the Hayes’ measures. The present investigation has allowed to affirm that the brand does not have a significative effect on the intention to purchase, however, in the presence of a mediator variable, it refers to the intensification of this relationship, namely, the social and environmental responsibility.
Descrição
Palavras-chave
Reputação da marca Intenção de compra Cruelty-free Produtos cosméticos