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Publication
Marketing tribal, a relação da cultura e o brand love
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.84 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projecto tem como objectivo verificar quais são os valores culturais que mais se identificam com as tribos e se o brand love de uma marca é diferente entre elementos de uma tribo e não tribo, concretamente da Apple e Samsung em Portugal. Para concretizar o projecto são utilizadas metodologias validades na literatura como o modelo de Valores Sócio Culturais de Hofstede et al. (1990), Brand Love Scales de Rick Bagozzi, Rajeev Batra e Aaron Ahuvia (2012), e Tribos (Godin, 2008; Cova e Cova, 2002; Konzinets, 1999; Richardson, 2013). Os dados foram analisados aplicando a regressão logística, teste t-Sudent, ANOVA e análise factorial exploratória.
Conclui-se que a dimensão Orietnação a Longo Prazo é a que possui mais peso nas tribos, que não existem diferenças no brand love da Apple e da Samsung entre quem pertence ou não a uma tribo, e que o modelo de brand love da Apple é diferente do modelo de brand love da Samsung.
This project has the objective check what are the cultural values that identify moe with tribes and as the kind of brand love diferente of tribe and not tribe, particularly Apple ad Samsung in Portugal. To realize the project are used methodologies validated in the literature as the modelo f Cultural Values Hofstede et al. (1990), Brand Love Scales Rick Bagozzi, Rajeec Batra and Aaron Ahuvia (2012), and Tribes (Godin. 2008; Cova and Cova, 2002; Konzinets, 1999; Richardson, 2013). The data analysed were applying the logistic regression, t-student test, ANOVA and exploratory factor analysis. I tis concluded that Long Term Orietation has more weight in tribes; no exist diferences on brand love model between who belongs to a tribe or not, and brand love model Apple is diferente from the brand love model from Samsung.
This project has the objective check what are the cultural values that identify moe with tribes and as the kind of brand love diferente of tribe and not tribe, particularly Apple ad Samsung in Portugal. To realize the project are used methodologies validated in the literature as the modelo f Cultural Values Hofstede et al. (1990), Brand Love Scales Rick Bagozzi, Rajeec Batra and Aaron Ahuvia (2012), and Tribes (Godin. 2008; Cova and Cova, 2002; Konzinets, 1999; Richardson, 2013). The data analysed were applying the logistic regression, t-student test, ANOVA and exploratory factor analysis. I tis concluded that Long Term Orietation has more weight in tribes; no exist diferences on brand love model between who belongs to a tribe or not, and brand love model Apple is diferente from the brand love model from Samsung.
Description
Keywords
Marketing tribal Cultura Brand love Marca Appe Samsung