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Arte urbana vs. publicidade: marcas com arte, será que a arte urbana agregada às marcas provoca maior intenção comportamental?
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A arte e a publicidade, muitas vezes consideradas como estando em pólos opostos, têm vindo a complementar-se. Embora nascida de uma atitude de transgressão e ilegalidade, a arte urbana começa cada vez mais a chamar a atenção em Portugal e no mundo. As marcas começam a reconhecer as qualidades desta e a utilizá-la como suporte para se destacarem, utilizando-a em diversas estratégias de comunicação e marketing, como forma de chamar a atenção do consumidor e ajudar a estabelecer ligações mais fortes entre marca e consumidor.
Num mundo saturado de anúncios, as empresas chamam a atenção com a arte urbana incluindo nela a identidade, valores e objetivos da marca vindo assim a beneficiar das qualidades desta. É neste contexto que se inseriu o presente estudo que, parte da questão “Será que a arte urbana agregada às marcas provoca maior intenção comportamental?”
De forma a responder a esta questão, foi investigada a contribuição dos constructos da Teoria do Comportamento Planeado, nomeadamente, as atitudes, as normas subjetivas e a perceção de controlo comportamental de forma a compreender a intenção comportamental dos consumidores perante a utilização da arte urbana em estratégias de comunicação. O presente trabalho é apoiado num estudo de caso quase-experimental, operacionalizado através de um plano fatorial 2x1, post hoc, com uma distribuição aleatória por conveniência, através da aplicação de um questionário realizado a sessenta indivíduos.
Os dados obtidos e os resultados alcançados na presente revelaram que as variáveis atitude, norma subjetiva, perceção do controlo percebido, intenção comportamental e comportamento tem uma maior avaliação e influência no Grupo Experimental - inquiridos expostos ao estímulo da arte urbana - do que no Grupo de Controle - inquiridos não expostos a esse estímulo, - o que resulta numa melhor percepção pelas marcas quando estas utilizam arte urbana.
Art and advertising, often considered polar opposites, have been complementing one another. Despite having emerged from an attitude of transgression and unlawfulness, street art is starting to draw attention in Portugal and all around the world. Brands are now starting to recognize its qualities, and are using this art form to stand out through a variety of marketing and communication strategies to draw the consumer’s attention and to help creating a stronger brand-consumer relationship. In an ad-saturated world, companies stand out with street art, putting their brand’s identity, values and goals into it, and thus capitalising from its qualities. This is the context which the present study has approached, which comes from the question, “Will aggregating street art to brands generate a greater behavioral intention?” In order to answer this question, the contribution of the Planned Behavior Theory was taken into account, namely attitudes, subjective norms and the perception of behavioral control, in order to better understand the behavioral intention of consumers regarding the use of street art in marketing strategies. In order to answer this question, the contribution of the Theory of Planned Behaviour constructs was investigated, namely, attitudes, subjective norms and the perception of behavioral control and in order to understand the behavioral intention of consumers regarding the use of urban art in communication strategies. The present work is supported by a quase-experimental case study, operationalized through a 2x1, post hoc factorial plan, with a random distribution for convenience, through the application of a questionnaire to sixty people. The data obtained and the results achieved in the present revealed that the variables attitude, subjective norm, perception of perceived control, behavioral intention and behavior have a higher evaluation and influence in the Experimental Group - respondents exposed to the stimulus of urban art, than in the Group of Control - respondents not exposed to this stimulus, which results in better perception by brands when they use urban art.
Art and advertising, often considered polar opposites, have been complementing one another. Despite having emerged from an attitude of transgression and unlawfulness, street art is starting to draw attention in Portugal and all around the world. Brands are now starting to recognize its qualities, and are using this art form to stand out through a variety of marketing and communication strategies to draw the consumer’s attention and to help creating a stronger brand-consumer relationship. In an ad-saturated world, companies stand out with street art, putting their brand’s identity, values and goals into it, and thus capitalising from its qualities. This is the context which the present study has approached, which comes from the question, “Will aggregating street art to brands generate a greater behavioral intention?” In order to answer this question, the contribution of the Planned Behavior Theory was taken into account, namely attitudes, subjective norms and the perception of behavioral control, in order to better understand the behavioral intention of consumers regarding the use of street art in marketing strategies. In order to answer this question, the contribution of the Theory of Planned Behaviour constructs was investigated, namely, attitudes, subjective norms and the perception of behavioral control and in order to understand the behavioral intention of consumers regarding the use of urban art in communication strategies. The present work is supported by a quase-experimental case study, operationalized through a 2x1, post hoc factorial plan, with a random distribution for convenience, through the application of a questionnaire to sixty people. The data obtained and the results achieved in the present revealed that the variables attitude, subjective norm, perception of perceived control, behavioral intention and behavior have a higher evaluation and influence in the Experimental Group - respondents exposed to the stimulus of urban art, than in the Group of Control - respondents not exposed to this stimulus, which results in better perception by brands when they use urban art.
Descrição
Palavras-chave
Arte Urbana Estratégia de Comunicação Marcas Publicidade Espaço Público Teoria do Comportamento Planeado Intenção Comportamental