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Publication
A percepção da "Brand Personality" da marca BMW pelos consumidores portugueses e brasileiros, através do seu web site institucional
| Name: | Description: | Size: | Format: | |
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| 1.97 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O Mercado Automóvel tem uma grande relevância na economia global. Este estudo
incide directamente no Mercado Automóvel de Portugal, Brasil e Angola. Embora não tenha
conseguido fazer uma recolha de dados de todos estes países, pois os dados referentes a
Angola são poucos e pouco fidedignos, os dados de Portugal e do Brasil são bastante
significativos e espelham muito bem a importância deste Mercado em qualquer um destes
países.
Com este estudo pretendo conseguir mostrar a Brand Personality percebida pelos
utilizadores do site oficial da BMW e perceber as diferenças na percepção, de três públicos de
nacionalidades diferentes, em relação a um site que é praticamente igual nesses países, ou
seja, quero perceber se a ideia de personalidade que o público tem da marca BMW é
reflectida pelo seu website, se este transmite os valores que são intrínsecos a esta marca
global.
O estudo é efectuado através de um questionário efectuado online em Portugal, Brasil
e Angola. No caso deste ultimo país, Angola, o estudo termina no questionário pois a
quantidade de respostas conseguidas não consegue espelhar um perfil de personalidade da
BMW através do website desse mesmo país.
Para a realização deste estudo foi utilizado o modelo de Brand Personality da
Professora Jennifer Aaker, que tem como parâmetros de avaliação os seguintos traços:
Sinceridade, Entusiasmo, Competência, Sofisticação e Robustez. Além destas cinco
dimensões, foi ainda adicionada a dimensão Emocional, retirada do livro Marketing Scales,
uma dimensão que foi incluída com a finalidade de aprofundar ainda mais o estudo.
Com este estudo conseguimos perceber que os dois países, Brasil e Portugal, têm
percepções diferentes da marca BMW através do seu website, e isto é explicado pela
personalidade da população de cada país.
O Brasil em comparação com Portugal, tem uma percepção com valores mais altos em
qualquer uma das 6 dimensões.
The Automotive Market is extremely relevant in World Economy. This work will specifically focus upon the Portuguese, Brazilian and Angolan markets. Although a full data gathering of these three countries has not been entirely possible, due to the fact that Angola’s figures are scarce and unreliable, those referring to Portugal and Brazil were very accurate and significant and gave a thorough insight into the importance this market has in each of those countries. The aim of this work is to show Brand Personality as perceived by visitors of the official BMW website, and to try and understand significant differences in perception, according to three audiences of different nationalities, of one website which is similar in all those countries. In summary it is intended to perceive if the idea of personality these three audiences have towards the BMW brand is reflected in its website, and if the website conveys the values of this global brand. The work will be carried out by means of an online set of questions, to be answered in Portugal, Brazil and Angola. In the case of this last country, Angola, the work will end at the questions form stage because the full amount of replies has not been enough to accurately show the brand’s perception in its website. The chosen model has been Prof. Jenniffer Aaker’s Brand Personality model, evaluated according to the following five dimensions: Sincerity, Excitement, Competence, Sophistication and Ruggedness. A sixth dimension – Emotion – has been added, as per the book Marketing Scales, in order to further deepen its scope. With this work we have been able to understand that both countries – Portugal and Brazil – have different perceptions of the BMW brand when perceived through its official website, and this is explained by the specific personality of each country’s population. When compared to Portugal, Brazil has shown higher perception values in all 6 dimensions.
The Automotive Market is extremely relevant in World Economy. This work will specifically focus upon the Portuguese, Brazilian and Angolan markets. Although a full data gathering of these three countries has not been entirely possible, due to the fact that Angola’s figures are scarce and unreliable, those referring to Portugal and Brazil were very accurate and significant and gave a thorough insight into the importance this market has in each of those countries. The aim of this work is to show Brand Personality as perceived by visitors of the official BMW website, and to try and understand significant differences in perception, according to three audiences of different nationalities, of one website which is similar in all those countries. In summary it is intended to perceive if the idea of personality these three audiences have towards the BMW brand is reflected in its website, and if the website conveys the values of this global brand. The work will be carried out by means of an online set of questions, to be answered in Portugal, Brazil and Angola. In the case of this last country, Angola, the work will end at the questions form stage because the full amount of replies has not been enough to accurately show the brand’s perception in its website. The chosen model has been Prof. Jenniffer Aaker’s Brand Personality model, evaluated according to the following five dimensions: Sincerity, Excitement, Competence, Sophistication and Ruggedness. A sixth dimension – Emotion – has been added, as per the book Marketing Scales, in order to further deepen its scope. With this work we have been able to understand that both countries – Portugal and Brazil – have different perceptions of the BMW brand when perceived through its official website, and this is explained by the specific personality of each country’s population. When compared to Portugal, Brazil has shown higher perception values in all 6 dimensions.
Description
Keywords
Marketing Marca Website Personalidade de Marca Internet Marketing Digital