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A influência do ativismo de marca ambiental na atitude e engagement do consumidor
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Orientador(es)
Resumo(s)
Este artigo examina o impacto do ativismo de marca relacionado com causas ambientais nas atitudes e engagement dos consumidores, centrando-se em avaliar como o alinhamento percebido entre os valores da marca e as suas iniciativas ambientais afeta a atitude e o engagement dos consumidores face à marca. Este estudo usou o método experimental e foi conduzido com uma amostra de 388 participantes.
Os resultados indicam que uma alta congruência entre os valores da marca e o seu ativismo ambiental está associada a um aumento no engagement do consumidor e a uma atitude mais positiva em relação à marca. Identificou-se também que as conexões self-brand e self-cause atuam como mediadores neste relacionamento. A força dessa associação é amplificada quando os consumidores percebem normas de relacionamento do tipo communal com a marca.
Este estudo contribui para a literatura existente ao proporcionar insights detalhados sobre os mecanismos específicos pelos quais o ativismo de marca ambiental pode influenciar o comportamento do consumidor. Os resultados têm implicações práticas significativas para as estratégias de branding e marketing de empresas que procuram alavancar seu ativismo ambiental para fortalecer o relacionamento com os consumidores.
Brand activism can be a powerful tool for companies to connect with consumers through their values, allowing them to differentiate themselves in the market and publicize their position in relation to controversial causes. The general objective of this work is to analyse how consumer perception, given the alignment between a brand's values and its involvement in environmental activist actions, affects the brand-consumer relationship and consumer behaviour, more specifically its engagement and positive attitude towards the brand. This analysis is done through the moderation of the relationship norms construct and the mediation of self-brand connections and self-cause connections. A quantitative analysis was carried out through an experiment with 408 participants. The results demonstrate that consumer perception regarding the alignment between a brand's values and its environmental activist actions intensifies consumer engagement and positive attitude towards the brand. When a self-brand connection or a self-cause connection predominates, the influence of the consumer's perception of this alignment on their engagement and positive attitude towards the brand increases.
Brand activism can be a powerful tool for companies to connect with consumers through their values, allowing them to differentiate themselves in the market and publicize their position in relation to controversial causes. The general objective of this work is to analyse how consumer perception, given the alignment between a brand's values and its involvement in environmental activist actions, affects the brand-consumer relationship and consumer behaviour, more specifically its engagement and positive attitude towards the brand. This analysis is done through the moderation of the relationship norms construct and the mediation of self-brand connections and self-cause connections. A quantitative analysis was carried out through an experiment with 408 participants. The results demonstrate that consumer perception regarding the alignment between a brand's values and its environmental activist actions intensifies consumer engagement and positive attitude towards the brand. When a self-brand connection or a self-cause connection predominates, the influence of the consumer's perception of this alignment on their engagement and positive attitude towards the brand increases.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
brand activism fit engagement atitude self-brand connection self-cause connection relationship norms
Contexto Educativo
Citação
Neves, Marta Belo Ribeiro Cardoso (2023). “A influência do ativismo de marca ambiental na atitude e engagement do consumidor”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão