Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/30178 |
Resumo: | This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central objective is to understand customer involvement with two brands that have different marketing strategies. Two of the world's largest brands were selected, H&M and Zara. It was observed that while the company H&M invests in traditional advertising and acts strongly with the involvement of its audience in the online environment, seeking to establish links and add value to customers. The company Zara chooses to invest little in marketing and work with market expansion strategies, seeking to establish itself physically in a greater number of countries, showing the greater recognition of the brand. The results obtained allowed us to verify that although companies have similar results, the company that adopts greater engagement with the client tends to stand out, regardless of the strategy that it uses for this engagement to occur. |
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Moreira, Rodrigo da MotaEscolas::EAESPPereira, Luis HenriqueCoelho, Ricardo Limongi FrançaLourenço, Carlos Eduardo2021-03-02T19:29:02Z2021-03-02T19:29:02Z2020-12-10https://hdl.handle.net/10438/30178This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central objective is to understand customer involvement with two brands that have different marketing strategies. Two of the world's largest brands were selected, H&M and Zara. It was observed that while the company H&M invests in traditional advertising and acts strongly with the involvement of its audience in the online environment, seeking to establish links and add value to customers. The company Zara chooses to invest little in marketing and work with market expansion strategies, seeking to establish itself physically in a greater number of countries, showing the greater recognition of the brand. The results obtained allowed us to verify that although companies have similar results, the company that adopts greater engagement with the client tends to stand out, regardless of the strategy that it uses for this engagement to occur.Este estudo trata-se de um estudo exploratório, com abordagem quantitativa, realizado através de um survey, aplicado por meio de questionário usando ferramenta online, direcionado a consumidores do setor de vestuário/moda na França. Seu objetivo central é compreender o envolvimento do cliente com duas marcas que possuem estratégias de marketing diferentes. Foram selecionadas duas das maiores marcas mundiais, a H&M e a Zara. Observou-se que enquanto a empresa H&M investe em propaganda tradicional e atua fortemente com o envolvimento de seu público no ambiente online, procurando estabelecer vínculos e agregar valores aos clientes. A empresa Zara opta por investir pouco em marketing e trabalhar com estratégias de expansão de mercado, procurando se estabelecerse fisicamente em maior quantidade de países, evidenciando o maior reconhecimento da marca. Os resultados obtidos permitiram verificar que a embora as empresas tenham resultados semelhantes, a empresa que adota maior engajamento com o cliente tende a se destacar, independente da estratégia que use para que este engajamento ocorra.engFast fashionPublicityBrand perceptionCustomer engagementPublicidadePercepção de marcaEngajamento do clienteAdministração de empresasModaPublicidadeMerchandising de modaMarca de produtosComportamento do consumidorFast fashion retailer’s marketing strategies: brand awareness and customer brand engagementinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINALRodrigo da Mota Moreira - MPGI.pdfRodrigo da Mota Moreira - 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dc.title.eng.fl_str_mv |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
title |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
spellingShingle |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement Moreira, Rodrigo da Mota Fast fashion Publicity Brand perception Customer engagement Publicidade Percepção de marca Engajamento do cliente Administração de empresas Moda Publicidade Merchandising de moda Marca de produtos Comportamento do consumidor |
title_short |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
title_full |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
title_fullStr |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
title_full_unstemmed |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
title_sort |
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement |
author |
Moreira, Rodrigo da Mota |
author_facet |
Moreira, Rodrigo da Mota |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Pereira, Luis Henrique Coelho, Ricardo Limongi França |
dc.contributor.author.fl_str_mv |
Moreira, Rodrigo da Mota |
dc.contributor.advisor1.fl_str_mv |
Lourenço, Carlos Eduardo |
contributor_str_mv |
Lourenço, Carlos Eduardo |
dc.subject.eng.fl_str_mv |
Fast fashion Publicity Brand perception Customer engagement |
topic |
Fast fashion Publicity Brand perception Customer engagement Publicidade Percepção de marca Engajamento do cliente Administração de empresas Moda Publicidade Merchandising de moda Marca de produtos Comportamento do consumidor |
dc.subject.por.fl_str_mv |
Publicidade Percepção de marca Engajamento do cliente |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Moda Publicidade Merchandising de moda Marca de produtos Comportamento do consumidor |
description |
This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central objective is to understand customer involvement with two brands that have different marketing strategies. Two of the world's largest brands were selected, H&M and Zara. It was observed that while the company H&M invests in traditional advertising and acts strongly with the involvement of its audience in the online environment, seeking to establish links and add value to customers. The company Zara chooses to invest little in marketing and work with market expansion strategies, seeking to establish itself physically in a greater number of countries, showing the greater recognition of the brand. The results obtained allowed us to verify that although companies have similar results, the company that adopts greater engagement with the client tends to stand out, regardless of the strategy that it uses for this engagement to occur. |
publishDate |
2020 |
dc.date.issued.fl_str_mv |
2020-12-10 |
dc.date.accessioned.fl_str_mv |
2021-03-02T19:29:02Z |
dc.date.available.fl_str_mv |
2021-03-02T19:29:02Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/30178 |
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https://hdl.handle.net/10438/30178 |
dc.language.iso.fl_str_mv |
eng |
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eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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