Lifestyle and Experience: brand aspects in the view of the users
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/700 |
Resumo: | The traditional marketing does not reflect the complexity of the modern consumer, being necessary to add experiential value to the customer. The concept of experiential marketing was the motivator in this study. The main objective of this study is to investigate the experience provided by a particular brand with the participants of a formal association called PHD (Owners of Harley-Davidson), in the state of Santa Catarina. With descriptive character, the research has adopted an online questionnaire based on issues raised by Schouten and McAlexander (1995): the influence on the purchase, the importance of specific attributes as well as the brand living style. The results have pointed to the understanding that the brand provides a hybrid experience, based largely on the identification and sensory dimensions. In conclusion, consumers of Harley-Davidson ";live"; the lifestyle through the experiences that the brand and the use of its products provide, specifically the sponsored events and the sound of the engine. Contrary to the literature, however, tattoos and movies have little importance to experience the lifestyle of Harley-Davidson.Key words: Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage. |
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Lifestyle and Experience: brand aspects in the view of the usersEl Estilo de Vida y la Experiencia: aspectos de la marca según el criterio de sus usuariosO Estilo de Vida e a Experiência: aspectos da marca no entendimento dos seus usuáriosMarketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage.Marketing. Marketing experiencial. Experiencia. Estilo de vida Harley-Davidson. Ventaja competitiva sostenible.Marketing. Marketing de experiência. Experiência. Estilo de vida Harley-Davidson. Vantagem competitiva sustentável.The traditional marketing does not reflect the complexity of the modern consumer, being necessary to add experiential value to the customer. The concept of experiential marketing was the motivator in this study. The main objective of this study is to investigate the experience provided by a particular brand with the participants of a formal association called PHD (Owners of Harley-Davidson), in the state of Santa Catarina. With descriptive character, the research has adopted an online questionnaire based on issues raised by Schouten and McAlexander (1995): the influence on the purchase, the importance of specific attributes as well as the brand living style. The results have pointed to the understanding that the brand provides a hybrid experience, based largely on the identification and sensory dimensions. In conclusion, consumers of Harley-Davidson ";live"; the lifestyle through the experiences that the brand and the use of its products provide, specifically the sponsored events and the sound of the engine. Contrary to the literature, however, tattoos and movies have little importance to experience the lifestyle of Harley-Davidson.Key words: Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage.Como el marketing tradicional no expresa la complejidad del consumidor moderno, es necesario agregar valor experiencial al cliente. El concepto de marketing experiencial fue el elemento motivador de este estudio. Este trabajo tiene como objetivo principal investigar la experiencia que una determinada marca desarrolló entre los integrantes de una asociación formal llamado PHD (Propietarios de Harley-Davidson), en el estado de Santa Catarina. La investigación de carácter descriptivo adoptó un cuestionario en línea basado en aspectos planteados por Schouten y McAlexander (1995), principalmente la influencia en la compra, la importancia de determinados atributos y el vivir el estilo de la marca. Los resultados indican la percepción de que la marca ofrece una experiencia híbrida, basada principalmente en las dimensiones sensoriales y de identificación. En conclusión, los consumidores de la marca Harley-Davidson ";viven"; el estilo de vida por medio de las experiencias que la marca y el uso de sus productos proporcionan, específicamente los eventos patrocinados y el sonido del motor. Sin embargo, a diferencia de la literatura, los tatuajes y las películas tienen poca importancia en la vivencia del estilo de vida Harley-Davidson.Palabras clave: Marketing. Marketing experiencial. Experiencia. Estilo de vida Harley-Davidson. Ventaja competitiva sostenible.O marketing tradicional não reflete a complexidade do consumidor moderno, sendo necessário agregar valor experiencial ao cliente. O conceito do marketing experiencial foi o agente motivador deste estudo. O objetivo principal deste trabalho é investigar a experiência proporcionada por determinada marca junto aos participantes de uma associação formal denominada PHD (Proprietários de Harley-Davidson), no estado de Santa Catarina. Com caráter descritivo, a pesquisa adotou questionário on-line baseado em aspectos discutidos por Schouten e McAlexander (1995), particularmente a influência na compra, a importância de determinados atributos e o viver o estilo da marca. Os resultados apontaram para o entendimento de que a marca fornece uma experiência híbrida, baseada principalmente nas dimensões sensoriais e de identificação. Como conclusão, os consumidores da marca Harley-Davidson “vivem” o estilo de vida por meio das experiências que a marca e o uso dos seus produtos proporcionam, especificamente os eventos patrocinados e o som do motor. Contrário à literatura, no entanto, as tatuagens e os filmes têm baixa importância para vivenciar o estilo de vida Harley-Davidson.Palavras-chave: Marketing. Marketing de experiência. Experiência. Estilo de vida Harley-Davidson. Vantagem competitiva sustentável.FECAP2011-04-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/70010.7819/rbgn.v13i38.700Review of Business Management; Vol. 13 No. 38 (2011); 99-113RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 38 (2011); 99-113RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 38 (2011); 99-1131983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporhttps://rbgn.fecap.br/RBGN/article/view/700/714Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessScharf, Edson Roberto2021-07-21T16:39:21Zoai:ojs.emnuvens.com.br:article/700Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:39:21Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Lifestyle and Experience: brand aspects in the view of the users El Estilo de Vida y la Experiencia: aspectos de la marca según el criterio de sus usuarios O Estilo de Vida e a Experiência: aspectos da marca no entendimento dos seus usuários |
title |
Lifestyle and Experience: brand aspects in the view of the users |
spellingShingle |
Lifestyle and Experience: brand aspects in the view of the users Scharf, Edson Roberto Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage. Marketing. Marketing experiencial. Experiencia. Estilo de vida Harley-Davidson. Ventaja competitiva sostenible. Marketing. Marketing de experiência. Experiência. Estilo de vida Harley-Davidson. Vantagem competitiva sustentável. |
title_short |
Lifestyle and Experience: brand aspects in the view of the users |
title_full |
Lifestyle and Experience: brand aspects in the view of the users |
title_fullStr |
Lifestyle and Experience: brand aspects in the view of the users |
title_full_unstemmed |
Lifestyle and Experience: brand aspects in the view of the users |
title_sort |
Lifestyle and Experience: brand aspects in the view of the users |
author |
Scharf, Edson Roberto |
author_facet |
Scharf, Edson Roberto |
author_role |
author |
dc.contributor.author.fl_str_mv |
Scharf, Edson Roberto |
dc.subject.por.fl_str_mv |
Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage. Marketing. Marketing experiencial. Experiencia. Estilo de vida Harley-Davidson. Ventaja competitiva sostenible. Marketing. Marketing de experiência. Experiência. Estilo de vida Harley-Davidson. Vantagem competitiva sustentável. |
topic |
Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage. Marketing. Marketing experiencial. Experiencia. Estilo de vida Harley-Davidson. Ventaja competitiva sostenible. Marketing. Marketing de experiência. Experiência. Estilo de vida Harley-Davidson. Vantagem competitiva sustentável. |
description |
The traditional marketing does not reflect the complexity of the modern consumer, being necessary to add experiential value to the customer. The concept of experiential marketing was the motivator in this study. The main objective of this study is to investigate the experience provided by a particular brand with the participants of a formal association called PHD (Owners of Harley-Davidson), in the state of Santa Catarina. With descriptive character, the research has adopted an online questionnaire based on issues raised by Schouten and McAlexander (1995): the influence on the purchase, the importance of specific attributes as well as the brand living style. The results have pointed to the understanding that the brand provides a hybrid experience, based largely on the identification and sensory dimensions. In conclusion, consumers of Harley-Davidson ";live"; the lifestyle through the experiences that the brand and the use of its products provide, specifically the sponsored events and the sound of the engine. Contrary to the literature, however, tattoos and movies have little importance to experience the lifestyle of Harley-Davidson.Key words: Marketing. Experiential marketing. Experience. Harley-Davidson lifestyle. Sustainable competitive advantage. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-04-04 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/700 10.7819/rbgn.v13i38.700 |
url |
https://rbgn.fecap.br/RBGN/article/view/700 |
identifier_str_mv |
10.7819/rbgn.v13i38.700 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/700/714 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 13 No. 38 (2011); 99-113 RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 38 (2011); 99-113 RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 38 (2011); 99-113 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
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FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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