CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN

Detalhes bibliográficos
Autor(a) principal: Dal Bó, Giancarlo
Data de Publicação: 2012
Outros Autores: Sperandio Milan, Gabriel, De Toni, Deonir
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/35448
Resumo: A key concept for understanding the role of brands in societies is the positioning. According to Ries and Trout (1986), the focus of the position is not essential in creating something new or different, but to recognize what's inside the mind of consumers and positioning the product taking advantage of existing connections. One approach that has attracted attention is the paradigm of the archetype, which postulates the existence of the collective unconscious, a structure of the psyche that would contain the "collective images" common to mankind that represents an innate tendency to perceive reality in a certain way. In this sense, researchers suggest that the use of celebrity endorsers is a powerful way to transfer symbolic meanings for brands. Thus, this study integrates the concepts of the Theory of Archetypes of Jung and brand positioning aiming to understand how a company performs the transfer process of the symbolic meaning from a celebrity endorser for the brand image, providing them with the archetypal elements that enable the connection between the brand image and psychological consumers’ inclinations, resulting in an effective brand positioning. For this purpose, was developed an exploratory research related to the strategies adopted for positioning the brand Ipanema Gisele Bündchen, whereby it was possible to understand how occurs the transfer of the symbolic meaning related to a celebrity for the brand image, resulting in theoretical and empirical considerations that could support the strategic and managerial processes of brand positioning.
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spelling CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHENEL ENDOSO POR CELEBRIDAD Y LA GESTIÓN DE LA IMAGEN DE LA MARCA: EVIDENCIAS EMPIRICAS A PARTIR DE LA INVESTIGACIÓN DE LA MARCA IPANEMA GISELE BÜNDCHENO ENDOSSO POR CELEBRIDADE E A GESTÃO DA IMAGEM DA MARCA: EVIDÊNCIAS EMPÍRICAS A PARTIR DO ESTUDO DA MARCA IPANEMA GISELE BÜNDCHENEndosso por celebridadesgestão da imagem da marcaTeoria dos Arquétiposcelebrity endorsementbrand image managementTheory of Archetypes.endoso por celebridadesgestión de la imagen de la marcaTeoría de los Arquetipos. A key concept for understanding the role of brands in societies is the positioning. According to Ries and Trout (1986), the focus of the position is not essential in creating something new or different, but to recognize what's inside the mind of consumers and positioning the product taking advantage of existing connections. One approach that has attracted attention is the paradigm of the archetype, which postulates the existence of the collective unconscious, a structure of the psyche that would contain the "collective images" common to mankind that represents an innate tendency to perceive reality in a certain way. In this sense, researchers suggest that the use of celebrity endorsers is a powerful way to transfer symbolic meanings for brands. Thus, this study integrates the concepts of the Theory of Archetypes of Jung and brand positioning aiming to understand how a company performs the transfer process of the symbolic meaning from a celebrity endorser for the brand image, providing them with the archetypal elements that enable the connection between the brand image and psychological consumers’ inclinations, resulting in an effective brand positioning. For this purpose, was developed an exploratory research related to the strategies adopted for positioning the brand Ipanema Gisele Bündchen, whereby it was possible to understand how occurs the transfer of the symbolic meaning related to a celebrity for the brand image, resulting in theoretical and empirical considerations that could support the strategic and managerial processes of brand positioning. Un concepto fundamental para la compresión del papel desempeñado por las marcas en las sociedades es del posicionamiento. Según Ries y Trout (1986), el enfoque esencial del posicionamiento no es crear algo nuevo o distinto, sino reconocer lo que está en la mente de los consumidores y posicionar el producto aprovechando las conexiones existentes. Un abordaje que despierta interés es el paradigma del arquetipo, que postula la existencia del inconsciente colectivo, una estructura del psique que contendería las “imágenes colectivas” comunes al género humano que representan una tendencia innata para percibir la realidad de una determinada manera. Así, investigadores propusieron que el uso de celebridades endosantes es una manera poderosa de transferir significados simbólicos para las marcas. Por eso esa investigación integra los conceptos de la Teoría de los Arquetipos de Jung y de posicionamiento de la marca. Por lo tanto, se desarrolló una investigación exploratoria relacionada a las estrategias de posicionamiento adoptadas para la marca Ipanema Gisele Bundchen, por medio de la cual fue posible comprender de que manera ocurre la transferencia del significado simbólico de una celebridad para la imagen de la marca, resultando en en consideraciones teóricas y empíricas capaces de ofrecer soporte en los procesos estratégicos y gerenciales de posicionamiento de la marca. Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades é o de posicionamento. De acordo com Ries e Trout (1986), o enfoque essencial do posicionamento não está em criar algo novo ou diferente, e sim em reconhecer o que está dentro da mente dos consumidores e posicionar o produto valendo-se das conexões existentes. Uma abordagem que tem despertado interesse é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, uma estrutura da psiqué que conteria as “imagens coletivas” comuns ao gênero humano que representam uma tendência inata para perceber a realidade de uma determinada forma. Neste sentido, pesquisadores propõem que a utilização de celebridades endossantes é uma forma poderosa de transferir significados simbólicos para as marcas. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, tendo como objetivo compreender como uma empresa realiza o processo de transferência do significado simbólico proveniente de uma celebridade endossante para a imagem de uma marca, dotando-as dos elementos arquetípicos que possibilitem a conexão entre a imagem da marca e as inclinações psicológicas dos consumidores, resultando em um posicionamento de marca efetivo. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, por meio da qual foi possível compreender de que forma ocorre a transferência do significado simbólico de uma celebridade para a imagem da marca, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. Universidade Federal do Rio Grande do Sul2012-11-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleartículo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/35448Electronic Review of Administration; Vol. 18 No. 3 (2012): Issue 73 - sep/dec 2012; 681-717Revista Electrónica de Administración; Vol. 18 Núm. 3 (2012): Edición 73 - sep/dic 2012; 681-717Revista Eletrônica de Administração; v. 18 n. 3 (2012): Edição 73 - set/dez 2012; 681-7171413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/35448/22987Dal Bó, GiancarloSperandio Milan, GabrielDe Toni, Deonirinfo:eu-repo/semantics/openAccess2012-11-30T02:00:00Zoai:seer.ufrgs.br:article/35448Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2012-11-30T02:00REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
EL ENDOSO POR CELEBRIDAD Y LA GESTIÓN DE LA IMAGEN DE LA MARCA: EVIDENCIAS EMPIRICAS A PARTIR DE LA INVESTIGACIÓN DE LA MARCA IPANEMA GISELE BÜNDCHEN
O ENDOSSO POR CELEBRIDADE E A GESTÃO DA IMAGEM DA MARCA: EVIDÊNCIAS EMPÍRICAS A PARTIR DO ESTUDO DA MARCA IPANEMA GISELE BÜNDCHEN
title CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
spellingShingle CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
Dal Bó, Giancarlo
Endosso por celebridades
gestão da imagem da marca
Teoria dos Arquétipos
celebrity endorsement
brand image management
Theory of Archetypes.
endoso por celebridades
gestión de la imagen de la marca
Teoría de los Arquetipos.
title_short CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
title_full CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
title_fullStr CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
title_full_unstemmed CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
title_sort CELEBRITY ENDORSEMENT BY MANAGEMENT AND BRAND IMAGE: EMPIRICAL EVIDENCE FROM STUDY OF MARK IPANEMA GISELE BÜNDCHEN
author Dal Bó, Giancarlo
author_facet Dal Bó, Giancarlo
Sperandio Milan, Gabriel
De Toni, Deonir
author_role author
author2 Sperandio Milan, Gabriel
De Toni, Deonir
author2_role author
author
dc.contributor.author.fl_str_mv Dal Bó, Giancarlo
Sperandio Milan, Gabriel
De Toni, Deonir
dc.subject.por.fl_str_mv Endosso por celebridades
gestão da imagem da marca
Teoria dos Arquétipos
celebrity endorsement
brand image management
Theory of Archetypes.
endoso por celebridades
gestión de la imagen de la marca
Teoría de los Arquetipos.
topic Endosso por celebridades
gestão da imagem da marca
Teoria dos Arquétipos
celebrity endorsement
brand image management
Theory of Archetypes.
endoso por celebridades
gestión de la imagen de la marca
Teoría de los Arquetipos.
description A key concept for understanding the role of brands in societies is the positioning. According to Ries and Trout (1986), the focus of the position is not essential in creating something new or different, but to recognize what's inside the mind of consumers and positioning the product taking advantage of existing connections. One approach that has attracted attention is the paradigm of the archetype, which postulates the existence of the collective unconscious, a structure of the psyche that would contain the "collective images" common to mankind that represents an innate tendency to perceive reality in a certain way. In this sense, researchers suggest that the use of celebrity endorsers is a powerful way to transfer symbolic meanings for brands. Thus, this study integrates the concepts of the Theory of Archetypes of Jung and brand positioning aiming to understand how a company performs the transfer process of the symbolic meaning from a celebrity endorser for the brand image, providing them with the archetypal elements that enable the connection between the brand image and psychological consumers’ inclinations, resulting in an effective brand positioning. For this purpose, was developed an exploratory research related to the strategies adopted for positioning the brand Ipanema Gisele Bündchen, whereby it was possible to understand how occurs the transfer of the symbolic meaning related to a celebrity for the brand image, resulting in theoretical and empirical considerations that could support the strategic and managerial processes of brand positioning.
publishDate 2012
dc.date.none.fl_str_mv 2012-11-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
artículo científico
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/35448
url https://seer.ufrgs.br/index.php/read/article/view/35448
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/35448/22987
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.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 18 No. 3 (2012): Issue 73 - sep/dec 2012; 681-717
Revista Electrónica de Administración; Vol. 18 Núm. 3 (2012): Edición 73 - sep/dic 2012; 681-717
Revista Eletrônica de Administração; v. 18 n. 3 (2012): Edição 73 - set/dez 2012; 681-717
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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