Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12155 |
Resumo: | An alternative to traditional advertising has been the Cultural Marketing by investing in sponsorships or realization of cultural activities, as they allow greater contact of the brand with the consumer. This study analyzes consumer perceptions regarding brands investing in event sponsorship as one of the elements in the formulation of their communication strategies. For this, we verify the relationship of consumer participation in a cultural event with the construction of the brand image of the company sponsoring the event. Once these relationships are established, the research proposition becomes to identify the use of sponsorship as a strategic tool in the activation of brand awareness; in the interrelationship of the values of the event sponsored with the brand image and, finally, in the image building from the sensations caused by the event. The quantitative research used the survey method applied to 426 respondents present in a cultural event with two defined master sponsors, and qualitative research was carried out through three focus groups with young people who participated in recently sponsored events. The results shows that cultural activities can affect the perception of the brand image by the consumer and is necessary that the actions are unprecedented and engagement with this audience is constant. This research fills a gap in the literature and brings contributions for companies that wish to use the sponsorship of events as their promotional tool compound. |
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Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by ConsumersMarketing Cultural: O Patrocínio de Eventos e sua Influência na Percepção de Imagem de Marca pelos ConsumidoresMarketing Strategy; Cultural Marketing; Sponsorship.Estratégia de Marketing; Marketing Cultural; Patrocínio.An alternative to traditional advertising has been the Cultural Marketing by investing in sponsorships or realization of cultural activities, as they allow greater contact of the brand with the consumer. This study analyzes consumer perceptions regarding brands investing in event sponsorship as one of the elements in the formulation of their communication strategies. For this, we verify the relationship of consumer participation in a cultural event with the construction of the brand image of the company sponsoring the event. Once these relationships are established, the research proposition becomes to identify the use of sponsorship as a strategic tool in the activation of brand awareness; in the interrelationship of the values of the event sponsored with the brand image and, finally, in the image building from the sensations caused by the event. The quantitative research used the survey method applied to 426 respondents present in a cultural event with two defined master sponsors, and qualitative research was carried out through three focus groups with young people who participated in recently sponsored events. The results shows that cultural activities can affect the perception of the brand image by the consumer and is necessary that the actions are unprecedented and engagement with this audience is constant. This research fills a gap in the literature and brings contributions for companies that wish to use the sponsorship of events as their promotional tool compound.Uma alternativa propaganda tradicional tem sido o Marketing Cultural atravs do investimento em patrocnios, ou realizao de atividades culturais, j que estas permitem um maior contato das marcas com os consumidores. Este estudo analisa as percepes dos consumidores em relao as marcas investidoras em patrocnio de eventos como um dos elementos na formulao de suas estratgias de comunicao. Para isso, verifica-se a relao da participao dos consumidores em um evento cultural com a construo da imagem da marca patrocinadora. Uma vez estabelecidas essas relaes, a proposio da pesquisa passa a ser a utilizao do patrocnio como ferramenta estratgica na ativao da lembrana da marca na inter-relao dos valores do evento patrocinado com a imagem da marca e, por fim, na construo da imagem da marca a partir das sensaes provocadas no evento. A pesquisa de campo, de natureza quantitativa, utilizou o mtodo survey aplicado a 426 respondentes presentes em um evento cultural com dois patrocinadores master definidos, e a pesquisa de natureza qualitativa foi realizada atravs de trs grupos focais com jovens que participaram de eventos patrocinados recentemente. Os resultados demonstram que as aes culturais podem ter impacto na percepo da imagem da marca por parte do consumidor, sendo ainda necessrio que as aes sejam inditas e que o engajamento com este pblico seja constante. Esta pesquisa preenche uma lacuna na literatura e traz contribuies para as empresas que desejarem utilizar o patrocnio de eventos como ferramenta do seu composto promocional.Universidade Nove de Julho - Uninove2016-12-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1215510.5585/remark.v15i5.3040ReMark - Revista Brasileira de Marketing; v. 15, n. 5 (2016): Outubro - Dezembro; 609-6252177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12155/5800Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessPersch Reichelt, ValescaSchons Boller, Bárbara2019-02-19T17:39:45Zoai:https://periodicos.uninove.br:article/12155Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:39:45REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers Marketing Cultural: O Patrocínio de Eventos e sua Influência na Percepção de Imagem de Marca pelos Consumidores |
title |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
spellingShingle |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers Persch Reichelt, Valesca Marketing Strategy; Cultural Marketing; Sponsorship. Estratégia de Marketing; Marketing Cultural; Patrocínio. |
title_short |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
title_full |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
title_fullStr |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
title_full_unstemmed |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
title_sort |
Cultural Marketing: The Event Sponsorship and its Influence on the Perception of Brand Image by Consumers |
author |
Persch Reichelt, Valesca |
author_facet |
Persch Reichelt, Valesca Schons Boller, Bárbara |
author_role |
author |
author2 |
Schons Boller, Bárbara |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Persch Reichelt, Valesca Schons Boller, Bárbara |
dc.subject.por.fl_str_mv |
Marketing Strategy; Cultural Marketing; Sponsorship. Estratégia de Marketing; Marketing Cultural; Patrocínio. |
topic |
Marketing Strategy; Cultural Marketing; Sponsorship. Estratégia de Marketing; Marketing Cultural; Patrocínio. |
description |
An alternative to traditional advertising has been the Cultural Marketing by investing in sponsorships or realization of cultural activities, as they allow greater contact of the brand with the consumer. This study analyzes consumer perceptions regarding brands investing in event sponsorship as one of the elements in the formulation of their communication strategies. For this, we verify the relationship of consumer participation in a cultural event with the construction of the brand image of the company sponsoring the event. Once these relationships are established, the research proposition becomes to identify the use of sponsorship as a strategic tool in the activation of brand awareness; in the interrelationship of the values of the event sponsored with the brand image and, finally, in the image building from the sensations caused by the event. The quantitative research used the survey method applied to 426 respondents present in a cultural event with two defined master sponsors, and qualitative research was carried out through three focus groups with young people who participated in recently sponsored events. The results shows that cultural activities can affect the perception of the brand image by the consumer and is necessary that the actions are unprecedented and engagement with this audience is constant. This research fills a gap in the literature and brings contributions for companies that wish to use the sponsorship of events as their promotional tool compound. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-12-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12155 10.5585/remark.v15i5.3040 |
url |
https://periodicos.uninove.br/remark/article/view/12155 |
identifier_str_mv |
10.5585/remark.v15i5.3040 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12155/5800 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 15, n. 5 (2016): Outubro - Dezembro; 609-625 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640418308096 |