Applying tate-s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - understanding people to create and engage a brand community

• Autor(a) principal: Fonseca, Mariana Oliveira Claro da
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/139170
• topic: Volunteering; Conscious marketing plan; Movimento transformers; Organizational brand identity; Brand image; Hybrid organization; Civic participation; Social awareness; Youth associative movement; Brand community; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project consisted of developing a Marketing Plan for Movimento Transformers, a Hybrid Organization with the mission of increasing civic and social participation in the Portuguese youth. To do so, a strategic analysis of the market was performed, and the results displayed a misalignment between the organizational Brand Identity and Brand Image. Consequently, a Conscious Marketing Plan was implemented to correct the gap found. People, the third stage of the Plan, was considered with a focus on two of the stakeholders, consumers and community, so that recommendations on engaging a brand community arise to help narrow the identified misalignment.