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Publication
Brand Love: Um caso de estudo do império Walt Disney World Resort Orlando
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| 3.91 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O tema abordado para investigação na dissertação apresentada,
para cumprimento dos requisitos necessários à obtenção do
grau de Mestre em Design e Publicidade, é analisar o amor pela
marca Walt Disney World Resort, em particular o complexo de
entretenimento de Orlando, devido à sua dimensão e ao seu
grande público de amantes dos seus parques temáticos. De
modo a responder ao problema de investigação, pretendemos
analisar e compreender como tem atuado a Walt Disney World
Resort para conseguir conquistar o reconhecimento de uma
Brand Love tão forte e com um público tão fidelizado.
O principal objetivo é entender a construção do branding do
complexo de entretenimento desde as suas origens até como
opera nos dias de hoje. Delineamos também três objetivos
específicos: 1) Compreender como são os processos da
instituição Disney World e seu ciclo de atendimento; 2)
Compreender o comportamento do consumidor da marca e 3)
Relevar a sua atuação em quatro territórios principais: a)
experiência, b) emoção, c) engajamento e d) propósito,
relacionando-os com os conceitos do Brand Love: atitude do
consumidor, lealdade, satisfação e envolvimento ativo.
A metodologia de investigação adotada foi o estudo de caso.
Numa primeira parte, foi realizada uma investigação
exploratória inicial qualitativa através de uma revisão literária
pertinente e de uma análise comparativa descritiva, de modo a
correlacionar os termos estudados. Na segundo parte, foi
realizada uma investigação quantitativa e qualitativa através da
aplicação das escalas de medição de Sternberg (1997) e Carroll
e Ahuvia (2006), modelos usados para medir o Brand Love,
num questionário online que obteve 119 respostas válidas.
Procedeu-se também a uma posterior análise descritiva e
comparativa entre os termos estudados na revisão e os dados
obtidos, de modo a consolidar as teorias estudadas. Os
resultados obtidos comprovam que a Disney World Resort é
uma Love Brand e fornecem dados e informações relevantes
para a construção de uma Love Brand noutros contextos de
marca.
The topic addressed for investigation in the presented dissertation, in order to fulfill the necessary requirements to obtain a master’s degree in Design and Advertising, is to analyze the love for the Walt Disney World Resort brand, in particular the Orlando entertainment complex, due to its size and its large audience of theme park lovers. In order to answer the research problem, we intend to analyze and understand how Walt Disney World Resort has been acting in order to achieve recognition for such a strong brand love and with such a loyal audience. The main objective is to understand the construction of the Resort's branding, from its origins to how it operates today. We also outline three specific objectives: 1) Understand how the processes of the Disney World institution and its service cycle are. 2) Understand the brand's consumer behavior and 3) Reveal its performance in four main territories: a) experience, b) emotion, c) engagement and d) purpose, relating them to the concepts of Brand Love, consumer attitude, loyalty, satisfaction and active involvement. The research methodology adopted was the case study. In the first part, an initial qualitative exploratory investigation was carried out through a pertinent literature review, and a descriptive comparative analysis in order to correlate the studied terms. In the second part, a quantitative and qualitative investigation was carried out through the application of the measurement scales of Sternberg (1997) and Carroll e Ahuvia (2006), models used to measure brand love, in an online questionnaire that obtained 119 valid responses. A subsequent descriptive and comparative analysis was also carried out between the terms studied in the review and the data obtained in order to consolidate the theories studied. The results obtained prove that Disney World Resort is a Love Brand and provide relevant data and information for building a Love Brand in other brand contexts.
The topic addressed for investigation in the presented dissertation, in order to fulfill the necessary requirements to obtain a master’s degree in Design and Advertising, is to analyze the love for the Walt Disney World Resort brand, in particular the Orlando entertainment complex, due to its size and its large audience of theme park lovers. In order to answer the research problem, we intend to analyze and understand how Walt Disney World Resort has been acting in order to achieve recognition for such a strong brand love and with such a loyal audience. The main objective is to understand the construction of the Resort's branding, from its origins to how it operates today. We also outline three specific objectives: 1) Understand how the processes of the Disney World institution and its service cycle are. 2) Understand the brand's consumer behavior and 3) Reveal its performance in four main territories: a) experience, b) emotion, c) engagement and d) purpose, relating them to the concepts of Brand Love, consumer attitude, loyalty, satisfaction and active involvement. The research methodology adopted was the case study. In the first part, an initial qualitative exploratory investigation was carried out through a pertinent literature review, and a descriptive comparative analysis in order to correlate the studied terms. In the second part, a quantitative and qualitative investigation was carried out through the application of the measurement scales of Sternberg (1997) and Carroll e Ahuvia (2006), models used to measure brand love, in an online questionnaire that obtained 119 valid responses. A subsequent descriptive and comparative analysis was also carried out between the terms studied in the review and the data obtained in order to consolidate the theories studied. The results obtained prove that Disney World Resort is a Love Brand and provide relevant data and information for building a Love Brand in other brand contexts.
Description
Keywords
Brand love Branding emocional Branding Princípios do brand love Walt Disney World Resort