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Publication
Marcas e causas sociais: perceções e efeitos do Brand Activism
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O êxito do Brand Activism na condução das mudanças sociais a que as marcas se propõem é
resulta da capacidade destas marcas em alcançar perceções de autenticidade. Lançar luz sobre
o desempenho de fatores responsáveis por construir esta autenticidade é necessário não apenas
para o sucesso de estratégias de posicionamento, mas também por asseverar uma visão crítica
sobre o papel cada vez mais assertivo do marketing no relacionamento entre marcas e
consumidores.
Com o propósito de investigar como o Brand Activism é percebido pelos consumidores, discutir
a orientação ao consumo dos consumidores e a construção de associações à marca, nesta
investigação, encontram-se as principais definições do Brand Activism e são revistas abordagens
teóricas que descrevem a confirmação da tendência, em paralelo à crescente sobre a orientação
sociopolítica do consumo.
No estudo empírico, com base na tipologia teórica do Brand Activism autêntico e seguindo os
pioneiros na proposta do framework das dimensões para a autenticidade, estas dimensões são
operadas individualmente, a partir de estímulos selecionados, em metodologia de abordagem
quanti-qualitativa, que faz uma triangulação dos dados obtidos através de inquérito em
entrevistas em profundidade. Nesta triangulação, são utilizadas análises descritivas e análise de
conteúdo.
A partir dos resultados desta revisão teórica e da metodologia de investigação, é apontada a
predisposição ao não consumo, principalmente quando refletido por incongruências de
identidade e ideológicas. Barreiras específicas às perceções de autenticidade são percebidas
através da discussão individual de cada uma das dimensões de autenticidade. Também se
verifica a necessidade das empresas investirem na disrupção do ceticismo quanto às dimensões
sacrifício, motivação e práticas, contornando uma nova “razão de ser” para as organizações e
estabelecendo ligações de co-criação com os consumidores. Por fim, são verificadas lacunas
que impedem o crescimento da intenção de compra.
The success of Brand Activism in driving social change that brands propose is a result of the ability of these brands to achieve perceptions of authenticity. Bringing light to the performance of factors responsible for building this authenticity is necessary not only for the success of positioning strategies, but also for asserting a critical view on the increasingly assertive role of marketing in the relationship between brands and consumers. To investigate how Brand Activism is perceived by consumers, discuss consumers consumption orientation and the construction of brand associations, in this research, the main definitions of Brand Activism are found and theoretical approaches that describe the confirmation of the trend are reviewed, in parallel to the growing one about the sociopolitical orientation of consumption. In the empirical study, based on the theoretical typology of authentic Brand Activism and following the pioneers in the proposal of the framework of dimensions for authenticity, these dimensions are operated individually, from selected stimuli, in methodology of quanti-qualitative approach, which makes a triangulation of data obtained through survey in depth interviews. In this triangulation, descriptive analysis and content analysis are used. From the results of this theoretical review and research methodology, it is pointed out the predisposition to non-consumption, mainly when reflected by identity and ideological incongruities. Specific barriers to authenticity perceptions are perceived through the individual discussion of each of the authenticity dimensions. The need for companies to invest in disrupting skepticism about the sacrificial, motivational, and practical dimensions is also verified, circumventing a new "raison d'être" for organizations and establishing co-creational connections with consumers. Finally, gaps that hinder the growth of purchase intentions are verified.
The success of Brand Activism in driving social change that brands propose is a result of the ability of these brands to achieve perceptions of authenticity. Bringing light to the performance of factors responsible for building this authenticity is necessary not only for the success of positioning strategies, but also for asserting a critical view on the increasingly assertive role of marketing in the relationship between brands and consumers. To investigate how Brand Activism is perceived by consumers, discuss consumers consumption orientation and the construction of brand associations, in this research, the main definitions of Brand Activism are found and theoretical approaches that describe the confirmation of the trend are reviewed, in parallel to the growing one about the sociopolitical orientation of consumption. In the empirical study, based on the theoretical typology of authentic Brand Activism and following the pioneers in the proposal of the framework of dimensions for authenticity, these dimensions are operated individually, from selected stimuli, in methodology of quanti-qualitative approach, which makes a triangulation of data obtained through survey in depth interviews. In this triangulation, descriptive analysis and content analysis are used. From the results of this theoretical review and research methodology, it is pointed out the predisposition to non-consumption, mainly when reflected by identity and ideological incongruities. Specific barriers to authenticity perceptions are perceived through the individual discussion of each of the authenticity dimensions. The need for companies to invest in disrupting skepticism about the sacrificial, motivational, and practical dimensions is also verified, circumventing a new "raison d'être" for organizations and establishing co-creational connections with consumers. Finally, gaps that hinder the growth of purchase intentions are verified.
Description
Keywords
Marketing de Ativismo Autenticidade Consumo Orientado ao Propósito Responsabilidade Social Brand activism Authenticity Purpose Driven Consumption Social Responsibility