Communication strategies used to promote the made in Portugal in cosmetics

Detalhes bibliográficos
Autor(a) principal: Reis, Mariana Guerreiro Pereira Dos
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/10362/132386
Resumo: This paper pretends to study the integration of the ‘Made in Portugal’ concept in the communication of cosmetic brands. To this end, a qualitative methodology was followed: 39 brands were coded through a combination of deductive and inductive approaches of content analysis. Results demonstrated that these brands use communication strategies to promote the Portuguese factor, highlighting the name of the country or the region of origin, emblematic buildings, typical landscapes or the flag of Portugal. The strategies take verbal and visual formats and convey mostly affective and cognitive values. Managerial recommendations and future academic development recommendations are presented in the end.
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spelling Communication strategies used to promote the made in Portugal in cosmeticsMade InCoo effectCountry imageCommunicationPortugalCosmeticsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper pretends to study the integration of the ‘Made in Portugal’ concept in the communication of cosmetic brands. To this end, a qualitative methodology was followed: 39 brands were coded through a combination of deductive and inductive approaches of content analysis. Results demonstrated that these brands use communication strategies to promote the Portuguese factor, highlighting the name of the country or the region of origin, emblematic buildings, typical landscapes or the flag of Portugal. The strategies take verbal and visual formats and convey mostly affective and cognitive values. Managerial recommendations and future academic development recommendations are presented in the end.Larraufie, Anne-Flore MamanRUNReis, Mariana Guerreiro Pereira Dos2022-02-07T11:18:02Z2021-06-292021-05-212021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132386TID:202769429enginfo: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:RCAAP2024-03-11T05:11:00Zoai:run.unl.pt:10362/132386Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:25.934699Repositório 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 Communication strategies used to promote the made in Portugal in cosmetics
title Communication strategies used to promote the made in Portugal in cosmetics
spellingShingle Communication strategies used to promote the made in Portugal in cosmetics
Reis, Mariana Guerreiro Pereira Dos
Made In
Coo effect
Country image
Communication
Portugal
Cosmetics
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Communication strategies used to promote the made in Portugal in cosmetics
title_full Communication strategies used to promote the made in Portugal in cosmetics
title_fullStr Communication strategies used to promote the made in Portugal in cosmetics
title_full_unstemmed Communication strategies used to promote the made in Portugal in cosmetics
title_sort Communication strategies used to promote the made in Portugal in cosmetics
author Reis, Mariana Guerreiro Pereira Dos
author_facet Reis, Mariana Guerreiro Pereira Dos
author_role author
dc.contributor.none.fl_str_mv Larraufie, Anne-Flore Maman
RUN
dc.contributor.author.fl_str_mv Reis, Mariana Guerreiro Pereira Dos
dc.subject.por.fl_str_mv Made In
Coo effect
Country image
Communication
Portugal
Cosmetics
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Made In
Coo effect
Country image
Communication
Portugal
Cosmetics
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This paper pretends to study the integration of the ‘Made in Portugal’ concept in the communication of cosmetic brands. To this end, a qualitative methodology was followed: 39 brands were coded through a combination of deductive and inductive approaches of content analysis. Results demonstrated that these brands use communication strategies to promote the Portuguese factor, highlighting the name of the country or the region of origin, emblematic buildings, typical landscapes or the flag of Portugal. The strategies take verbal and visual formats and convey mostly affective and cognitive values. Managerial recommendations and future academic development recommendations are presented in the end.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
2021-05-21
2021-06-29T00:00:00Z
2022-02-07T11:18:02Z
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/10362/132386
TID:202769429
url http://hdl.handle.net/10362/132386
identifier_str_mv TID:202769429
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
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