A carregar...
Publicação
A imagem de marca do cavalo lusitano
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 38.37 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Estudo exploratório sobre a imagem de marca do cavalo Lusitano. O objectivo do estudo consiste em identificar as principais associações dos cavalos das raças de puro sangue Lusitano e de puro sangue Andaluz e saber em que medida elas são iguais ou diferentes.
Neste estudo é analisado o conjunto das associações destas raças nas seguintes vertentes: a importância dos atributos que moldam a decisão de compra, a classificação dos atributos das marcas, as atitudes dos clientes e utilizadores face a estas duas marcas, o nível globalde satisfação obtido com o desempenho de cada raça, a preferência pela raça e por último é analisado o perfil da personalidade destas marcas, ou seja , dos cavalos da raça Lusitana e da raça Andaluza.
Este estudo conclui que as imagens de marca da raça Lusitana e Andaluza são distintas. Todavia, não se rejeita a existência de algumas associações comuns às duas raças.
This research involves an exploratory study on the brand image of the Lusitano horse. The objective of this study is to identify the main associations of the Lusitano thoroughbred horse and of the Andalusian thoroughbred horse. This study also aims to explore the issue of how far the brand image of the Lusitano is differentiated from its main competitor. ln this study we investigate the importance of key attributes involved in the buying decision process, the global evaluation of these two brands, the attitudes of the clients and users towards these brands, the overall levei of satisfaction derived from the performance of each horse breed as well as their preference for each horse breed. The last, but the not the least issue to be studied, is the profile of each brand in terms of the brand personality traits, that is to say, the personality of the Lusitano horse breed and of the Andalusian horse breed. We have concluded that the brand images of the Lusitano and Andaluzian horses differ. Nevertheless, this study does not rule out the possibility of some associations being shared by the two brands.
This research involves an exploratory study on the brand image of the Lusitano horse. The objective of this study is to identify the main associations of the Lusitano thoroughbred horse and of the Andalusian thoroughbred horse. This study also aims to explore the issue of how far the brand image of the Lusitano is differentiated from its main competitor. ln this study we investigate the importance of key attributes involved in the buying decision process, the global evaluation of these two brands, the attitudes of the clients and users towards these brands, the overall levei of satisfaction derived from the performance of each horse breed as well as their preference for each horse breed. The last, but the not the least issue to be studied, is the profile of each brand in terms of the brand personality traits, that is to say, the personality of the Lusitano horse breed and of the Andalusian horse breed. We have concluded that the brand images of the Lusitano and Andaluzian horses differ. Nevertheless, this study does not rule out the possibility of some associations being shared by the two brands.
Descrição
Mestrado em Gestão/MBA
Palavras-chave
Personalidade de marca Associações à marca Cavalo Lusitano Pesquisa exploratória Brandy personality Brand associations Lusitano horse Exploratory research
Contexto Educativo
Citação
Amaro, Luís Miguel Martins de Sousa, (2003). " A imagem de marca do cavalo lusitano". Tese de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão