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: | |
---|---|
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 |
Resumo: | 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. |
id |
RCAP_588f8267c9b53dfe447607773c865585 |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/139170 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
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 communityVolunteeringConscious marketing planMovimento transformersOrganizational brand identityBrand imageHybrid organizationCivic participationSocial awarenessYouth associative movementBrand communityDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis 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.Lages, CarmenRUNFonseca, Mariana Oliveira Claro da2022-06-01T14:47:04Z2022-01-182021-12-172022-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139170TID:202998355enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:16:31Zoai:run.unl.pt:10362/139170Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:21.033811Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
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 |
title |
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 |
spellingShingle |
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 Fonseca, Mariana Oliveira Claro da 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 |
title_short |
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 |
title_full |
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 |
title_fullStr |
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 |
title_full_unstemmed |
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 |
title_sort |
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 |
author |
Fonseca, Mariana Oliveira Claro da |
author_facet |
Fonseca, Mariana Oliveira Claro da |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lages, Carmen RUN |
dc.contributor.author.fl_str_mv |
Fonseca, Mariana Oliveira Claro da |
dc.subject.por.fl_str_mv |
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 |
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 |
description |
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. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-17 2022-06-01T14:47:04Z 2022-01-18 2022-01-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/139170 TID:202998355 |
url |
http://hdl.handle.net/10362/139170 |
identifier_str_mv |
TID:202998355 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799138092662128640 |