A COMUNICAÇÃO DE MERCADO E A RESSIGNIFICAÇÃO DE MARCA:como as interações em redes sociais virtuais geram a percepção do consumidor

• Autor(a) principal: Pereira, Everaldo
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/688
• topic: comunicação de mercado; imagem de marca; lego; construção simbólica; market communication; brand image; lego; symbolic construction; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study aims to analyze how the communication processes of perceptual manifestations of postmodern consumers, based on interactions in virtual social networks contribute to the redefinition of the brand image. We analyze the communication process in the face of new economic and techno-social interactions, from a vision of consumption meanings and a displacement of the marketing needs for a marketing sense. We develop a single case study of the Lego brand, a literature review, qualitative surveys of interactions on websites, content analysis and qualitative analysis in blog forum for consumers of the brand. Thus, we conclude that market communication plays a unifying role in the symbolic constructions of branding in organizations and that economic and timeless easy to share events via the internet reframes the brand image on a paper of symbolic exchange on the online networks.