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Publication
A Influência da Imagem dos Produtos no Valor das Marcas Lameirinho
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Advisor(s)
Abstract(s)
A competitividade que as empresas enfrentam nos dias de hoje é uma batalha constante para
a sua sobrevivência, sendo ainda mais, em tempos de crise. As marcas são muito importantes
do ponto de vista do desenvolvimento da gestão de qualquer empresa. As marcas aproximam
pessoas e as pessoas revêem-se nas marcas. No presente estudo pretende-se estudar o valor
das marcas representadas pela empresa Lameirinho e analisar se a imagem dos produtos e
outras variáveis influenciam o valor das suas marcas. Em termos metodológicos, a revisão de
literatura permitiu recolher as informações necessárias para definir o problema da
investigação, os objetivos e as hipóteses. O estudo efetuado é de natureza quantitativa, sendo
baseado num inquérito por questionário que analisa as variáveis: imagem da marca;
notoriedade da marca; qualidade percebida, lealdade à marca e imagem dos produtos. A
amostra é constituída por 174 inquiridos, sendo 63 clientes das marcas representadas pela
empresa Lameirinho. Os resultados mostram que os indivíduos atribuem valor às marcas
representadas pela empresa Lameirinho. Foi possível também inferir que a notoriedade da
marca e a imagem dos produtos influenciam positivamente o valor da marca, sendo a
imagem dos produtos considerada uma variável muito importante para o valor das marcas
representadas pela empresa Lameirinho. Espera-se que esta investigação contribua para o
aumento do conhecimento científico e para a criação de novas estratégias para gestão das
marcas em empresas da área têxtil.
The competitiveness that companies face today is a constant battle for their survival, and even more so in times of crisis. Brands are very important from the point of view of the development of the management of any company. Brands bring people together and people see themselves in brands. In the present work we intend to study the brand equity represented by the company Lameirinho and analyze whether the image of the products and other variables influence the value of their brands. In methodological terms, the literature review allowed to collect the necessary information to define the problem of research, objectives and hypotheses. The study is quantitative in nature, based on a questionnaire survey that analyzes the variables: brand image; brand awareness; perceived quality; brand loyalty and product image. The sample consists of 174 respondents, 63 of whom are customers of the brands represented by the company Lameirinho. The results show that individuals attribute brand equity represented by the company Lameirinho. It was also possible to infer that the brand awareness and the image of the products positively influence the brand equity, and the image of the products is considered a very important variable for the brand equity represented by the company Lameirinho. It is expected that this research will contribute to the increase of scientific knowledge and to the creation of new strategies for brand management in textile companies.
The competitiveness that companies face today is a constant battle for their survival, and even more so in times of crisis. Brands are very important from the point of view of the development of the management of any company. Brands bring people together and people see themselves in brands. In the present work we intend to study the brand equity represented by the company Lameirinho and analyze whether the image of the products and other variables influence the value of their brands. In methodological terms, the literature review allowed to collect the necessary information to define the problem of research, objectives and hypotheses. The study is quantitative in nature, based on a questionnaire survey that analyzes the variables: brand image; brand awareness; perceived quality; brand loyalty and product image. The sample consists of 174 respondents, 63 of whom are customers of the brands represented by the company Lameirinho. The results show that individuals attribute brand equity represented by the company Lameirinho. It was also possible to infer that the brand awareness and the image of the products positively influence the brand equity, and the image of the products is considered a very important variable for the brand equity represented by the company Lameirinho. It is expected that this research will contribute to the increase of scientific knowledge and to the creation of new strategies for brand management in textile companies.
Description
Keywords
Valor da marca Imagem da marca e dos produtos Notoriedade da marca Qualidade percebida Lealdade à marca Brand loyalty Perceived quality Brand awareness Brand and product image Brand equity
Citation
Santos, E.; Monteiro, C. & Tavares, F. O. (2020). A Influência da Imagem dos Produtos no Valor das Marcas Lameirinho. International Journal of Marketing, Communication and New Media. Vol. 8, Nº 15, 24-45
Publisher
Instituto Superior de Entre Douro e Vouga (ISVOUGA)