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A influência do Hunger Marketing na formação da imagem de marca e na experiência de marca do Bubble Tea : o caso do Hey Tea
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Resumo(s)
Com o contínuo aprofundamento da economia da experiência e novas marcas aretalho, o significado das marcas para os consumidores já não é a diferença dosprodutos, mas o estabelecimento de uma imagem de marca e uma experiência de marcaúunica. A nova bebida de chá não é apenas uma simples bubble tea composta, masrepresenta também o estilo de vida e a preferência de marca das pessoas modernas. Tomando a HEYTEA, o representante da nova bebida de chá, como exemplo, esteartigo estuda a influência das estratégias de Hunger Marketing sobre ela, resumindoosresultados teóricos relacionados com a imagem de marca e a experiência de marcautilizando modelos de correlação e de regressão simples. Foi utilizada uma técnica de amostragem não probabilística para recolher a amostrae os dados foram recolhidos online através de plataformas de meios de rede social. Foram obtidas um total de 321 respostas válidas e os dados foram analisados através doIBM SPSS. Os resultados obtidos mostram que o Hunger Marketing tem umimpacto positivonas dimensões da imagem de marca e da experiência de marca, O Hunger Marketingtem o maior impacto no valor da marca - o menor na associação da marca - e o menor
em cada uma das quatro dimensões da experiência da marca - sensocial, afectiva, comportamental, intelectual. O estudo demonstra a importância do Hunger Marketingna construção da imagem de marca e explora a medida em que o Hunger Marketingafecta a experiência da marca. A nível académico, esta investigação ajuda a enriquecer os resultados teóricos dainvestigação do Hunger Marketing sobre a imagem de marca e a experiência da marca, e preenche a lacuna existente; a nível prático, a investigação toma a HEYTEAcomoobjecto de investigação, o que melhora os conhecimentos sobre as suas estratégias demarketing, ajudando as empresas a optimizar a concepção da construção da marcanomarketing
With the continuous deepening of the experience economy and newretail, themeaning of brands to consumers is no longer the difference of products, but theestablishment of a unique brand image and brand experience. The newtea drink is not only a simple compound bubble tea drink, but also represents the lifestyle and brandpreference of modern people. Taking HEYTEA, the representative of the newbubbletea drink, as an example, this paper studies the influence of Hunger Marketingstrategies on it by summarizing the theoretical results related to brand image and brandexperience using correlation and single regression models. A non-probability sampling technique was used the data was collected onlinethrough social media platforms. A total of 321 valid responses were obtained andthedata was analyzed using IBM SPSS. The results obtained show that Hunger Marketing has a positive impact onthedimensions of brand image and brand experience, Hunger marketing has the greatest impact on brand value - the least on brand association - and the least on each of the four dimensions of brand experience - sensory, affective, behavioral, intellectual. The studydemonstrates the importance of hunger marketing in building brand image and exploresthe extent to which hunger marketing affects brand experience. At the academic level, this research helps enrich the theoretical research results of Hunger Marketing on brand image and brand marketing, and fills the existing gap; at the practical level, the research takes HEYTEA as the research object, which enhancesthe insights into its marketing strategies, helping companies optimize the designof brand building in marketing
With the continuous deepening of the experience economy and newretail, themeaning of brands to consumers is no longer the difference of products, but theestablishment of a unique brand image and brand experience. The newtea drink is not only a simple compound bubble tea drink, but also represents the lifestyle and brandpreference of modern people. Taking HEYTEA, the representative of the newbubbletea drink, as an example, this paper studies the influence of Hunger Marketingstrategies on it by summarizing the theoretical results related to brand image and brandexperience using correlation and single regression models. A non-probability sampling technique was used the data was collected onlinethrough social media platforms. A total of 321 valid responses were obtained andthedata was analyzed using IBM SPSS. The results obtained show that Hunger Marketing has a positive impact onthedimensions of brand image and brand experience, Hunger marketing has the greatest impact on brand value - the least on brand association - and the least on each of the four dimensions of brand experience - sensory, affective, behavioral, intellectual. The studydemonstrates the importance of hunger marketing in building brand image and exploresthe extent to which hunger marketing affects brand experience. At the academic level, this research helps enrich the theoretical research results of Hunger Marketing on brand image and brand marketing, and fills the existing gap; at the practical level, the research takes HEYTEA as the research object, which enhancesthe insights into its marketing strategies, helping companies optimize the designof brand building in marketing
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Hunger Marketing imagem de marca experiência de marca bubble tea brand image brand experience
Contexto Educativo
Citação
Huang, Xieqianhui (2022). “A influência do Hunger Marketing na formação da imagem de marca e na experiência de marca do Bubble Tea : o caso do Hey Tea”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão