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2022-04-28T15:01:48Z2022-04-28T15:01:48Z201622269372414140896http://hdl.handle.net/1843/41207O varejo de eletrodomésticos representa um setor altamente concorrido e concentrado, sendo que os principais varejistas utilizam-se amplamente de propagandas como estratégia de comunicação e promoção de vendas. O presente trabalho visou identificar os elementos execucionais dos comerciais televisivos e os seus impactos sobre a avaliação de qualidade das propagandas e sobre a imagem das redes de lojas de eletrodomésticos, com repercussões sobre as intenções de compra dos consumidores e a comunicação boca a boca. Para compreender melhor tais relações, a presente pesquisa contou com duas fases, sendo a primeira qualitativa e a segunda quantitativa. Na fase qualitativa foram realizadas análises semióticas das propagandas das quatro principais redes de varejistas do país, grupos de foco e entrevistas em profundidade com consumidores de lojas de eletrodomésticos. Já na fase quantitativa descritiva da pesquisa foram conduzidos dois levantamentos do tipo survey, totalizando 1038 questionários válidos. Os resultados obtidos mostram que as propagandas televisivas exercem influência significativa na decisão de compra e na imagem percebida das redes varejistas pesquisadas. Para se chegar a essa conclusão, construiu-se uma escala para mensurar o construto imagem e utilizou-se o modelo ARM como base para medir a eficácia das propagandas. Isso permitiu constatar a relevância dos elementos execucionais da propaganda – em especial, aqueles estéticos – como promotores da persuasão. Tal conclusão evidencia a relevância da pesquisa, ao demonstrar que as propagandas podem se constituir em um elemento diferenciador nas estratégias competitivas de empresas no mercado analisado.The retail of appliances represents one of the major economic sectors in Brazil. This is an industry highly competitive and concentrated, and the top retailers normally use advertising as communication strategy and sales promotion, investing large amounts of capital in their campaigns. However, the identification of the executional elements that constitutes television advertising and its impact on the evaluation of quality of advertisements and on the image of the chain stores, as well as the impact on purchase intentions and word of mouth communication on consumer remains unknown. With the purpose to understand these relationships, this study had two phases. The first one was qualitative and the second phase was quantitative. In the qualitative phase, we did semiotic analyzes of the advertisements of the four major retail chains in Brazil, focus groups and in-depth interviews with consumers of appliance stores. In the quantitative phase of the research were conducted two surveys, totaling 1038 valid questionnaires. The results show that television advertisements exert significant influence on purchase decision and the perceived image of the retailers. To reach this conclusion, we constructed a scale to measure the construct image and used the ARM model as a basis for measuring the effectiveness of advertising. This revealed the relevance of the executional elements of the advertising - especially those related to aesthetic - as promoters of persuasion. This finding highlights the importance of research to demonstrate that advertisements can constitute a differentiator in the competitive strategies of firms in the market analyzed.porUniversidade Federal de Minas GeraisUFMGBrasilFCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVASRevista Ciências Administrativas (UNIFOR)Propaganda.Comercio varejista.Estratégia de DiferenciaçãoPropagandaEficácia da PropagandaVarejoA propaganda como estratégia de diferenciação no varejo: construção de uma escala baseada no modelo ARMAdvertising as differentiation strategy in retailing: building a scale based on ARM modelinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleEuler Alves BrandãoGustavo Quiroga SoukiReynaldo Maia MunizCid Gonçalves FilhoReynaldo Maia Munizinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFMGinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGLICENSELicense.txtLicense.txttext/plain; charset=utf-82042https://repositorio.ufmg.br/bitstream/1843/41207/1/License.txtfa505098d172de0bc8864fc1287ffe22MD51ORIGINALVista do A propaganda como estratégia de diferenciação no varejo PDF A.pdfVista do A propaganda como estratégia de diferenciação no varejo PDF A.pdfapplication/pdf3941423https://repositorio.ufmg.br/bitstream/1843/41207/2/Vista%20do%20A%20propaganda%20como%20estrat%c3%a9gia%20de%20diferencia%c3%a7%c3%a3o%20no%20varejo%20PDF%20A.pdfad8849064ac3a8f37ed9d2dfa258521dMD521843/412072022-04-28 12:01:48.9oai:repositorio.ufmg.br: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Repositório InstitucionalPUBhttps://repositorio.ufmg.br/oaiopendoar:2022-04-28T15:01:48Repositório Institucional da UFMG - Universidade Federal de Minas Gerais (UFMG)false
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