Loading...
Publication
Cata Vassalo brand attractiveness by just in time measures
Advisor(s)
Abstract(s)
Esta dissertaca̧ õ estuda a atratividade da marca Cata Vassalo junto dos seus consumidores. A investigaca̧ õ tem por base o modelo proposto no estudo Brands’ Magnetic Fields, que afirma que a atractividade é composta por confianca̧ , identificaca̧ õ e prestígio (facilitador social).
O plano de investigação deste estudo de caracter experimental, segue um método misto (quali-quanti) dividido em duas fases: Fase 1 - Exploratória Qualitativa, que envolve 30 entrevistas presenciais semi-estruturadas a clientes da marca Cata Vassalo; Fase 2 - Confirmatória Quantitativa, em que se obtiveram dados de 210 clientes da marca Cata Vassalo através de um questionário online construído a partir das conclusões da Fase 1.
As principais descobertas indicam a validade do modelo Brands’ Magnetic Fields), conferindo-lhe, no entanto, uma formatação diferente. Na realidade, abandona-se uma das dimensões, “Prestigio”, que se mostrou não significativa neste estudo, e reforça-se uma outra dimensão, “Comunicação por Influencers”, o que permite concluir que o Always on Dialog está correlacionado com atração de uma marca.
This case analyzes the attractiveness of the Cata Vassalo brand with its consumers. The research uses Brands ’Magnetic Fields model, which states that attractiveness is composed of trust, identification and prestige (social facilitator). The research plan for this experimental study follows a mixed method (quali- quanti) divided into two phases: Phase 1 - Qualitative Exploratory, which involves 30 semi-structured face-to-face interviews with Cata Vassalo clients; Phase 2 - Quantitative Confirmation, in which data were obtained from 210 customers of the Cata Vassalo brand through an online questionnaire built upon the conclusions of Phase 1. The main findings indicate the validity of the Brands' Magnetic Fields model, however, giving it a different format. In reality, one of the dimensions, “Prestige”, is excluded as it was not significant, and another dimension, “Communication by Influencers”, is reinforced, which allows us to conclude that Always on Dialog is correlated with a brand’s attraction.
This case analyzes the attractiveness of the Cata Vassalo brand with its consumers. The research uses Brands ’Magnetic Fields model, which states that attractiveness is composed of trust, identification and prestige (social facilitator). The research plan for this experimental study follows a mixed method (quali- quanti) divided into two phases: Phase 1 - Qualitative Exploratory, which involves 30 semi-structured face-to-face interviews with Cata Vassalo clients; Phase 2 - Quantitative Confirmation, in which data were obtained from 210 customers of the Cata Vassalo brand through an online questionnaire built upon the conclusions of Phase 1. The main findings indicate the validity of the Brands' Magnetic Fields model, however, giving it a different format. In reality, one of the dimensions, “Prestige”, is excluded as it was not significant, and another dimension, “Communication by Influencers”, is reinforced, which allows us to conclude that Always on Dialog is correlated with a brand’s attraction.
Description
Keywords
Brand’s Magnetic Fields Cata Vassalo Just-in-Time Knowledge Brand Always on Dialogue