The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Redes (Santa Cruz do Sul. Online) |
Texto Completo: | https://online.unisc.br/seer/index.php/redes/article/view/12093 |
Resumo: | This study aims to observe how the image of region of origin builds up the brand’s equity, through the example of the Azores Brand – “Marca Açores”. The goal is to analyze what “Marca Açores” brings to the Azores Region, either for the final consumer or the companies that support the brand. For this study, were created structured interviews and questionnaires, in order to collect the largest possible number of information with quality and reliable. This investigation was based on the model – Brand Equity – by Yasin, Noor & Mohamad (2007), that analyzes the influence between the image of region of origin on the brand equity dimensions (brand awareness/association, brand loyalty and brand distinctiveness) and consequentially on the brand’s equity. The results revealed that the image of region of origin has a positive impact on the construction of the brand’s equity; in other words, the image that the final consumer and companies have on the Azores Region influences the buildup of the brand equity of “Marca Açores”. This study also allowed to conclude the factor that most influences the brand’s equity is loyalty, which leads us to suggest greater dedication to create loyalty to its customers and companies adherent to “Marca Açores”. In general, both final consumer and companies of the “Marca Açores” are satisfied with the brand and consider it an important asset to promote the Azores Region. However, it’s still necessary to work on the brand notoriety, due to several individuals still not knowing about “Marca Açores”. |
id |
UNISC-6_2abec13c8ae2641af8ac0b7bf49b23db |
---|---|
oai_identifier_str |
oai:ojs.online.unisc.br:article/12093 |
network_acronym_str |
UNISC-6 |
network_name_str |
Redes (Santa Cruz do Sul. Online) |
repository_id_str |
|
spelling |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores BrandA influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca AçoresBrand equity. Image of region of origin. Brand equity dimensions.Valor da marca. Imagem da região de origem. Dimensões do valor da marca.This study aims to observe how the image of region of origin builds up the brand’s equity, through the example of the Azores Brand – “Marca Açores”. The goal is to analyze what “Marca Açores” brings to the Azores Region, either for the final consumer or the companies that support the brand. For this study, were created structured interviews and questionnaires, in order to collect the largest possible number of information with quality and reliable. This investigation was based on the model – Brand Equity – by Yasin, Noor & Mohamad (2007), that analyzes the influence between the image of region of origin on the brand equity dimensions (brand awareness/association, brand loyalty and brand distinctiveness) and consequentially on the brand’s equity. The results revealed that the image of region of origin has a positive impact on the construction of the brand’s equity; in other words, the image that the final consumer and companies have on the Azores Region influences the buildup of the brand equity of “Marca Açores”. This study also allowed to conclude the factor that most influences the brand’s equity is loyalty, which leads us to suggest greater dedication to create loyalty to its customers and companies adherent to “Marca Açores”. In general, both final consumer and companies of the “Marca Açores” are satisfied with the brand and consider it an important asset to promote the Azores Region. However, it’s still necessary to work on the brand notoriety, due to several individuals still not knowing about “Marca Açores”.O presente trabalho tem como objetivo estudar o impacto que a imagem da região de origem tem na construção do valor da marca, através do exemplo da Marca Açores. Pretende-se analisar o impacto que a Marca Açores tem para a Região dos Açores, tendo por base duas perspetivas distintas: a perspetiva dos clientes individuais (consumidor final) e a dos clientes empresariais (empresas aderentes ao Selo da Marca Açores). Para a concretização do estudo, realizaram-se entrevistas estruturadas e questionários, de forma a recolher o maior número de informação possível, de qualidade e fidedigna. Em relação ao modelo de estudo utilizado, teve-se por base o Modelo do Valor da Marca de Yasin, Noor & Mohamad (2007), que analisa a influência da imagem da região de origem nas dimensões do valor da marca (distinção da marca, lealdade à marca e conhecimento/associações à marca) e consequentemente no valor da marca. Os resultados revelaram que a imagem da região de origem tem um impacto positivo na construção do valor da marca, isto é, a imagem que os clientes individuais e empresariais têm sobre a Região dos Açores influência a construção do valor da Marca Açores. Este estudo também permitiu concluir que a dimensão com maior influência sobre o valor da marca é a lealdade à marca, o que nos leva a sugerir uma maior ênfase na criação de lealdade dos clientes individuais e empresariais à Marca Açores. De um modo geral, tanto os clientes individuais como os clientes empresariais estão satisfeitos com a marca e consideram-na uma mais valia para a promoção e divulgação da Região Açores. No entanto, ainda é necessário trabalhar e desenvolver a notoriedade da marca, devido ao número de indivíduos que não conhecessem a Marca Açores.Edunisc - Universidade de Santa Cruz do Sul2018-05-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://online.unisc.br/seer/index.php/redes/article/view/1209310.17058/redes.v23i2.12093Redes ; Vol. 23 No. 2 (2018): Cooperation Networks, Productive Arrangements and Regional Development; 339-357Redes; Vol. 23 Núm. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-357Redes; Vol. 23 No. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-357Redes; v. 23 n. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-3571982-6745reponame:Redes (Santa Cruz do Sul. Online)instname:Universidade de Santa Cruz do Sul (UNISC)instacron:UNISCporhttps://online.unisc.br/seer/index.php/redes/article/view/12093/pdfCopyright (c) 2018 Redesinfo:eu-repo/semantics/openAccessSantiago, Joanna2019-10-24T13:18:08Zoai:ojs.online.unisc.br:article/12093Revistahttp://online.unisc.br/seer/index.php/redeshttp://online.unisc.br/seer/index.php/redes/oairedes_unisc_maff@terra.com.br||etges@unisc.br1982-67451414-7106opendoar:2019-10-24T13:18:08Redes (Santa Cruz do Sul. Online) - Universidade de Santa Cruz do Sul (UNISC)false |
dc.title.none.fl_str_mv |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores |
title |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
spellingShingle |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand Santiago, Joanna Brand equity. Image of region of origin. Brand equity dimensions. Valor da marca. Imagem da região de origem. Dimensões do valor da marca. |
title_short |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
title_full |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
title_fullStr |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
title_full_unstemmed |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
title_sort |
The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand |
author |
Santiago, Joanna |
author_facet |
Santiago, Joanna |
author_role |
author |
dc.contributor.author.fl_str_mv |
Santiago, Joanna |
dc.subject.por.fl_str_mv |
Brand equity. Image of region of origin. Brand equity dimensions. Valor da marca. Imagem da região de origem. Dimensões do valor da marca. |
topic |
Brand equity. Image of region of origin. Brand equity dimensions. Valor da marca. Imagem da região de origem. Dimensões do valor da marca. |
description |
This study aims to observe how the image of region of origin builds up the brand’s equity, through the example of the Azores Brand – “Marca Açores”. The goal is to analyze what “Marca Açores” brings to the Azores Region, either for the final consumer or the companies that support the brand. For this study, were created structured interviews and questionnaires, in order to collect the largest possible number of information with quality and reliable. This investigation was based on the model – Brand Equity – by Yasin, Noor & Mohamad (2007), that analyzes the influence between the image of region of origin on the brand equity dimensions (brand awareness/association, brand loyalty and brand distinctiveness) and consequentially on the brand’s equity. The results revealed that the image of region of origin has a positive impact on the construction of the brand’s equity; in other words, the image that the final consumer and companies have on the Azores Region influences the buildup of the brand equity of “Marca Açores”. This study also allowed to conclude the factor that most influences the brand’s equity is loyalty, which leads us to suggest greater dedication to create loyalty to its customers and companies adherent to “Marca Açores”. In general, both final consumer and companies of the “Marca Açores” are satisfied with the brand and consider it an important asset to promote the Azores Region. However, it’s still necessary to work on the brand notoriety, due to several individuals still not knowing about “Marca Açores”. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-05-15 |
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://online.unisc.br/seer/index.php/redes/article/view/12093 10.17058/redes.v23i2.12093 |
url |
https://online.unisc.br/seer/index.php/redes/article/view/12093 |
identifier_str_mv |
10.17058/redes.v23i2.12093 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://online.unisc.br/seer/index.php/redes/article/view/12093/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Redes info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Redes |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Edunisc - Universidade de Santa Cruz do Sul |
publisher.none.fl_str_mv |
Edunisc - Universidade de Santa Cruz do Sul |
dc.source.none.fl_str_mv |
Redes ; Vol. 23 No. 2 (2018): Cooperation Networks, Productive Arrangements and Regional Development; 339-357 Redes; Vol. 23 Núm. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-357 Redes; Vol. 23 No. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-357 Redes; v. 23 n. 2 (2018): Redes de Cooperação, Arranjos Produtivos e Desenvolvimento Regional; 339-357 1982-6745 reponame:Redes (Santa Cruz do Sul. Online) instname:Universidade de Santa Cruz do Sul (UNISC) instacron:UNISC |
instname_str |
Universidade de Santa Cruz do Sul (UNISC) |
instacron_str |
UNISC |
institution |
UNISC |
reponame_str |
Redes (Santa Cruz do Sul. Online) |
collection |
Redes (Santa Cruz do Sul. Online) |
repository.name.fl_str_mv |
Redes (Santa Cruz do Sul. Online) - Universidade de Santa Cruz do Sul (UNISC) |
repository.mail.fl_str_mv |
redes_unisc_maff@terra.com.br||etges@unisc.br |
_version_ |
1800218772564344832 |