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Publication
Brindes das marcas influenciam a experiência dos festivaleiros
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.75 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação investiga o impacto da distribuição de
brindes pelas marcas patrocinadoras em festivais de música
na experiência do público festivaleiro e no seu
envolvimento com as marcas. O objetivo principal consiste
em compreender de que forma os brindes influenciam a
perceção da marca, a recordação do evento e a criação de
vínculos emocionais com os consumidores.
Para tal, foi adotada uma metodologia de natureza
quantitativa, recorrendo a um questionário online.
Os principais resultados revelam que brindes visualmente
apelativos, úteis e alinhados com os valores das marcas
contribuem significativamente para a criação de
experiências mais positivas e memoráveis. Além disso,
verificou-se que a presença de design estratégico e
branding coerente reforça a identidade da marca, promove
maior envolvimento emocional por parte do público e
potencia a lealdade e diferenciação num mercado
competitivo.
Conclui-se que a oferta de brindes, quando bem planeada,
constitui uma ferramenta eficaz de marketing experiencial,
capaz de melhorar a relação entre marcas e consumidores
em contextos culturais como os festivais de música. O
estudo apresenta ainda recomendações práticas para a
aplicação do design estratégico em ações de comunicação e
ativações de marca neste tipo de eventos.
This brief investigates the impact of the distribution of giveaways by sponsoring brands at music festivals on the festival-goer's experience and their involvement with the brands. The main objective is to understand how giveaways influence brand perception, event recall and the creation of emotional bonds with consumers. To this end, a quantitative methodology was adopted, using an online questionnaire. The main results show that visually appealing, useful gifts aligned with brand values contribute significantly to creating more positive and memorable experiences. In addition, it was found that the presence of strategic design and coherent branding reinforces brand identity, promotes greater emotional involvement on the part of the public and boosts loyalty and differentiation in a competitive market. The conclusion is that, when well planned, giveaways are an effective experiential marketing tool, capable of improving the relationship between brands and consumers in cultural contexts such as music festivals. The study also presents practical recommendations for the application of strategic design in communication actions and brand activations at this type of event.
This brief investigates the impact of the distribution of giveaways by sponsoring brands at music festivals on the festival-goer's experience and their involvement with the brands. The main objective is to understand how giveaways influence brand perception, event recall and the creation of emotional bonds with consumers. To this end, a quantitative methodology was adopted, using an online questionnaire. The main results show that visually appealing, useful gifts aligned with brand values contribute significantly to creating more positive and memorable experiences. In addition, it was found that the presence of strategic design and coherent branding reinforces brand identity, promotes greater emotional involvement on the part of the public and boosts loyalty and differentiation in a competitive market. The conclusion is that, when well planned, giveaways are an effective experiential marketing tool, capable of improving the relationship between brands and consumers in cultural contexts such as music festivals. The study also presents practical recommendations for the application of strategic design in communication actions and brand activations at this type of event.
Description
Keywords
Merchandising Festivais de música Experiência do consumidor Envolvimento com a marca Design estratégico Branding