Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)

Detalhes bibliográficos
Autor(a) principal: Angeli, Cinthia Ferrari
Data de Publicação: 2017
Outros Autores: Gomez, Luiz Salomão Ribas
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/9870
Resumo: This article aims to demonstrate the importance and the need for inserting the "brand DNA" into the architectural project of commercial spaces. Theoretical reference is rare in this area. Therefore, there is the importance of developing projects in commercial contexts that are more attuned to the "brand DNA", which is formed by elements that may be combined and recombined to express different identities. The goal of this study was to demonstrate, through the application of a questionnaire, which aspects of the atmosphere of the point of sale in two different stores were coherent with the "brand DNA" of the company Cia Hering - from the perspective of both the employees and consumers. Users generally identified the "brand DNA" both in the environment and in the product. However, some specific elements of the atmosphere of the point of sale presented reservations in addressing the brand DNA.
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spelling Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)Percepção do “DNA” da Marca Hering no Ponto de Venda Físico (Lojas)DNA de marcaarquitetura comercialvisual merchandisingDNA brandcommercial architecturevisual MerchandisingThis article aims to demonstrate the importance and the need for inserting the "brand DNA" into the architectural project of commercial spaces. Theoretical reference is rare in this area. Therefore, there is the importance of developing projects in commercial contexts that are more attuned to the "brand DNA", which is formed by elements that may be combined and recombined to express different identities. The goal of this study was to demonstrate, through the application of a questionnaire, which aspects of the atmosphere of the point of sale in two different stores were coherent with the "brand DNA" of the company Cia Hering - from the perspective of both the employees and consumers. Users generally identified the "brand DNA" both in the environment and in the product. However, some specific elements of the atmosphere of the point of sale presented reservations in addressing the brand DNA.Este artigo visa demonstrar a importância e a necessidade de inserir o “DNA de marca” no projeto de arquitetura de interiores comercial. São raros os materiais teóricos nesta área, que abordam a importância de desenvolver projetos de ambientes comerciais mais ajustados com o “DNA da marca”. “DNA” este que é formado por elementos que combinam e se recombinam para expressar diferentes identidades. O objetivo foi demonstrar através da aplicação de um questionário, quais aspectos da atmosfera do ponto de venda, diante da percepção dos usuários – funcionários e consumidores, apresentavam-se mais condizentes ao “DNA de marca” de duas lojas da Cia Hering. Os apontamentos identificaram de forma geral que os usuários percebem o “DNA da marca” no ambiente e no produto, entretanto alguns elementos específicos da atmosfera do ponto de venda apresentaram ressalvas.Universidade do Estado de Santa Catarina2017-06-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/987010.5965/1982615x10202017048ModaPalavra e-periódico; Vol. 10 No. 20 (2017): ModaPalavra; 048-069ModaPalavra e-periódico; Vol. 10 Núm. 20 (2017): ModaPalavra; 048-069 Modapalavra e-periódico; v. 10 n. 20 (2017): ModaPalavra; 048-0691982-615X10.5965/1982615x10202017reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/9870/6804Copyright (c) 2017 Cinthia Ferrari Angeli, Luiz Salomão Ribas Gomezhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessAngeli, Cinthia FerrariGomez, Luiz Salomão Ribas 2023-03-16T12:17:10Zoai::article/9870Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-16T12:17:10ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
Percepção do “DNA” da Marca Hering no Ponto de Venda Físico (Lojas)
title Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
spellingShingle Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
Angeli, Cinthia Ferrari
DNA de marca
arquitetura comercial
visual merchandising
DNA brand
commercial architecture
visual Merchandising
title_short Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
title_full Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
title_fullStr Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
title_full_unstemmed Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
title_sort Perception Of Hering’s "DNA" Brand At The Point Of Sale (Stores)
author Angeli, Cinthia Ferrari
author_facet Angeli, Cinthia Ferrari
Gomez, Luiz Salomão Ribas
author_role author
author2 Gomez, Luiz Salomão Ribas
author2_role author
dc.contributor.author.fl_str_mv Angeli, Cinthia Ferrari
Gomez, Luiz Salomão Ribas
dc.subject.por.fl_str_mv DNA de marca
arquitetura comercial
visual merchandising
DNA brand
commercial architecture
visual Merchandising
topic DNA de marca
arquitetura comercial
visual merchandising
DNA brand
commercial architecture
visual Merchandising
description This article aims to demonstrate the importance and the need for inserting the "brand DNA" into the architectural project of commercial spaces. Theoretical reference is rare in this area. Therefore, there is the importance of developing projects in commercial contexts that are more attuned to the "brand DNA", which is formed by elements that may be combined and recombined to express different identities. The goal of this study was to demonstrate, through the application of a questionnaire, which aspects of the atmosphere of the point of sale in two different stores were coherent with the "brand DNA" of the company Cia Hering - from the perspective of both the employees and consumers. Users generally identified the "brand DNA" both in the environment and in the product. However, some specific elements of the atmosphere of the point of sale presented reservations in addressing the brand DNA.
publishDate 2017
dc.date.none.fl_str_mv 2017-06-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/9870
10.5965/1982615x10202017048
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/9870
identifier_str_mv 10.5965/1982615x10202017048
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/9870/6804
dc.rights.driver.fl_str_mv Copyright (c) 2017 Cinthia Ferrari Angeli, Luiz Salomão Ribas Gomez
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Cinthia Ferrari Angeli, Luiz Salomão Ribas Gomez
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 10 No. 20 (2017): ModaPalavra; 048-069
ModaPalavra e-periódico; Vol. 10 Núm. 20 (2017): ModaPalavra; 048-069
Modapalavra e-periódico; v. 10 n. 20 (2017): ModaPalavra; 048-069
1982-615X
10.5965/1982615x10202017
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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