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Publication
O Hotel que nos remete a Pessoa: antropomorfização e personalidade da marca hoteleira
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Abstract(s)
A antropomorfização de marca é uma estratégia cada vez mais utilizada
por agentes de marketing, e significa adicionar características humanas –
sejam estas físicas ou de personalidade – às marcas para que estas sejam
menos vistas como entidades impessoais, e mais como pessoas. As redes
sociais são importantes canais para que marcas possam se relacionar e criar
conexões mais próximas com seus consumidores, uma vez que permitem
que estejam presentes no dia-a-dia destes consumidores, e tenham um
engajamento muitas vezes similar a uma amizade entre duas pessoas. A
estratégia de antropomorfização de marca já foi estudada e aplicada para
diversos setores, mas poucas pesquisas buscaram perceber o impacto da
antropomorfização em marcas hoteleiras. No presente estudo avalia-se a
aplicabilidade desta estratégia no setor hoteleiro seguindo uma
metodologia qualitativa, através de um estudo de caso das redes sociais
(Facebook e Instagram) do Lisboa Pessoa Hotel. Com os resultados é
possível verificar a existência da antropomorfização de marca, bem como
da personalidade de marca, ainda que pouco explorados. Estes são
constructos pouco utilizados por gestores hoteleiros, porém com benefícios
definidos para marcas que os aplicarem, o que gera uma oportunidade de
diferenciação para as marcas que os adotarem bem, alinhados com novas
tecnologias.
agents, that is adding human characteristics – whether physical or personality – to brands, making them be seen less as impersonal entities, and more as people. Social media are important channels where brands can relate to their consumers and create closer connections between them, as they allow brands to be present daily on the consumers’ lives, allowing an engagement often similar to a friendship between two people. The brand anthropomorphizing strategy has already been studied and applied to several sectors, but little research has attempted to understand the impact of anthropomorphizing on hotel brands, the present study assesses the applicability of this strategy in the hotel sector using a qualitative methodology, through a case study of the social networks (Facebook and Instagram) of Lisboa Pessoa Hotel. With the studies’ results, it is possible to confirm the existence of brand anthropomorphism, as well as brand personality, even if they are not well explored. These are little used constructs, allowing for an opportunity of differentiation for the brands that adopts them well, adapting it to new technologies.
agents, that is adding human characteristics – whether physical or personality – to brands, making them be seen less as impersonal entities, and more as people. Social media are important channels where brands can relate to their consumers and create closer connections between them, as they allow brands to be present daily on the consumers’ lives, allowing an engagement often similar to a friendship between two people. The brand anthropomorphizing strategy has already been studied and applied to several sectors, but little research has attempted to understand the impact of anthropomorphizing on hotel brands, the present study assesses the applicability of this strategy in the hotel sector using a qualitative methodology, through a case study of the social networks (Facebook and Instagram) of Lisboa Pessoa Hotel. With the studies’ results, it is possible to confirm the existence of brand anthropomorphism, as well as brand personality, even if they are not well explored. These are little used constructs, allowing for an opportunity of differentiation for the brands that adopts them well, adapting it to new technologies.
Description
Keywords
Antropomorfização de marca Personalidade de marca Branding Redes Sociais Hotelaria