Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market

Detalhes bibliográficos
Autor(a) principal: Simões, Ana Rita Ferreira Fernandes
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/114483
Resumo: Loyalty is essential to create strong brands. As a result, understanding its sources is an advantage to companies. This study suggests that brand engagement is an impactful source of loyalty in the Portuguese beauty and hygiene market. Through a comparative analysis of the top three brands, this study shows that an outstanding engagement requires a balance between both rational and emotional components. Brands that focus on this balance achieve greater levels of loyalty.
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spelling Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene marketBrand loyaltyBrand engagementEmotional connectionCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoLoyalty is essential to create strong brands. As a result, understanding its sources is an advantage to companies. This study suggests that brand engagement is an impactful source of loyalty in the Portuguese beauty and hygiene market. Through a comparative analysis of the top three brands, this study shows that an outstanding engagement requires a balance between both rational and emotional components. Brands that focus on this balance achieve greater levels of loyalty.Torres, António MarinhoRUNSimões, Ana Rita Ferreira Fernandes2020-06-162020-06-042026-06-04T00:00:00Z2020-06-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/114483TID:202609421enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:57:11Zoai:run.unl.pt:10362/114483Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:42:33.162298Repositório 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 Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
title Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
spellingShingle Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
Simões, Ana Rita Ferreira Fernandes
Brand loyalty
Brand engagement
Emotional connection
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
title_full Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
title_fullStr Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
title_full_unstemmed Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
title_sort Using engagement drivers to understand differences in loyalty in the portuguese beauty and hygiene market
author Simões, Ana Rita Ferreira Fernandes
author_facet Simões, Ana Rita Ferreira Fernandes
author_role author
dc.contributor.none.fl_str_mv Torres, António Marinho
RUN
dc.contributor.author.fl_str_mv Simões, Ana Rita Ferreira Fernandes
dc.subject.por.fl_str_mv Brand loyalty
Brand engagement
Emotional connection
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand loyalty
Brand engagement
Emotional connection
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Loyalty is essential to create strong brands. As a result, understanding its sources is an advantage to companies. This study suggests that brand engagement is an impactful source of loyalty in the Portuguese beauty and hygiene market. Through a comparative analysis of the top three brands, this study shows that an outstanding engagement requires a balance between both rational and emotional components. Brands that focus on this balance achieve greater levels of loyalty.
publishDate 2020
dc.date.none.fl_str_mv 2020-06-16
2020-06-04
2020-06-16T00:00:00Z
2026-06-04T00:00:00Z
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/10362/114483
TID:202609421
url http://hdl.handle.net/10362/114483
identifier_str_mv TID:202609421
dc.language.iso.fl_str_mv eng
language eng
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