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Resumo(s)
Cada vez mais o consumidor tem acesso a informação e está sujeito a diferentes estímulos por parte das marcas. Importa, por isso, que estas se consigam distanciar das demais e diferenciar de alguma forma.
O recurso a patrocínios de figuras públicas tem sido, atualmente e cada vez mais, uma ferramenta utilizada pelas marcas de forma a chegarem até ao consumidor e influenciarem, em ultima instância, a sua compra. Este estudo pretende assim perceber de que forma a utilização destes mesmos patrocínios influencia a compra do consumidor.
Tendo por base um estudo quantitativo com uma amostragem por conveniência, foram alcançadas um total de 398 respostas, sendo que apenas 184 se consideraram válidas, através de um inquérito por questionário estruturado, autoadministrado pelos inquiridos através da internet.
Os resultados obtidos através de uma análise de dados multivariada indicam que tanto os patrocínios de figuras públicas como o envolvimento se relacionam positivamente com a compra, e que, adicionalmente, a credibilidade da figura pública tem uma influência mais forte na perceção positiva dos patrocínios do que a reputação.
Quanto à atitude, não se encontra relacionada de forma estatisticamente significativa com a compra.
Em suma, as conclusões permitem comprovar que a utilização de patrocínios de figuras públicas tem influência na compra do consumidor, e que poderá por isso ser uma estratégia de marketing com sucesso em marcas que pretendam diferenciar-se das suas concorrentes.
Now-a-days, the consumer access to information and different stimuli by the brands are increasing. It is important, therefore, that the brands be able to distance themselves from others and differentiate in some way. The use of public figures to sponsorship has been, currently and increasingly, a tool used by brands in order to reach the consumer and influence, ultimately, their purchase. This study intends to understand how the use of these same sponsors influences the purchase of the consumer. Based on a quantitative study with a convenience sample, a total of 398 responses were obtained, of which only 184 were considered valid, through a structured questionnaire survey, self-administered by respondents through the internet. The results obtained through a multivariate data analysis indicate that both sponsorship of public figures and involvement with the brand are positively related to the purchase and, in addition, that the credibility of the public figure has a stronger influence in the positive perception of sponsorship than the reputation. For the attitude, it is not related in a statistically significant way with the purchase. At the end, the conclusions allow us to prove that the use of sponsorship of public figures influences the purchase of the consumer, and that it may be a successful marketing strategy for brands that want to differentiate themselves from their competitors.
Now-a-days, the consumer access to information and different stimuli by the brands are increasing. It is important, therefore, that the brands be able to distance themselves from others and differentiate in some way. The use of public figures to sponsorship has been, currently and increasingly, a tool used by brands in order to reach the consumer and influence, ultimately, their purchase. This study intends to understand how the use of these same sponsors influences the purchase of the consumer. Based on a quantitative study with a convenience sample, a total of 398 responses were obtained, of which only 184 were considered valid, through a structured questionnaire survey, self-administered by respondents through the internet. The results obtained through a multivariate data analysis indicate that both sponsorship of public figures and involvement with the brand are positively related to the purchase and, in addition, that the credibility of the public figure has a stronger influence in the positive perception of sponsorship than the reputation. For the attitude, it is not related in a statistically significant way with the purchase. At the end, the conclusions allow us to prove that the use of sponsorship of public figures influences the purchase of the consumer, and that it may be a successful marketing strategy for brands that want to differentiate themselves from their competitors.
Descrição
Mestrado em Marketing
Palavras-chave
Atitude Patrocínios de figuras pública Credibilidade Reputação Envolvimento Compra Attitude Sponsorship of public figures Credibility Reputation Involvement Purchase
Contexto Educativo
Citação
Ferreira, Inês Isabel dos Santos (2018). "A influência de patrocínios de figuras públicas no comportamento de compra do consumidor". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão