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Abstract(s)
As perceções do consumidor sobre as marcas é um tema de grande interesse e relevância tanto para gestores de negócio como para especialistas em marketing. As evoluções das estratégias aplicadas nos departamentos de marketing têm sido estudadas por diferentes autores de diversos países. Esta atenção constante dá-se emvirtude do papelfundamental que o marketing desempenha no desenvolvimento estratégico e económico das empresas e na compreensão do comportamento dos consumidores (Zenone, 2007). Ao longo do século XX e até os dias atuais, o campo do marketing tem passado por um desenvolvimento constante, impulsionado por diversas contribuições académicas e empresariais. São vários os autores que têm desempenhado um papel fundamental na compreensão e avanço desta disciplina, como é o caso de Philip Kotler, um dos mais prestigiados especialistas em marketing. Na sociedade as marcas desempenham um papel significativo e é através da aplicação de estratégias de marketing que é possível influenciar a forma como as pessoas percebem e se envolvem com diferentes produtos e serviços. Certas marcas conseguem estabelecer uma relação emocional mais profunda comos consumidores. Essasmarcas vão além de serem meros objetos de consumo e conseguem promover sentimentos e emoções que geram uma relação duradoura com os seus consumidores (Roberts, 2004). Para a realização desta investigação, definiu-se como pergunta de partida “Será a marca Apple considerada e percebida como uma lovemark pela geração Z?”. Visa-se assim compreender se esta geração tem uma relação positiva e emocional com a marca tecnológica Apple. Além disso, pretende-se identificar as características e elementos que fazem da Apple uma lovemark para a Geração Z, bem como investigarse a promoção de emoções positivas é um fator determinante para o status de lovemark da marca entre os membros da Geração Z. Para atender à questão de pesquisa, validar as hipóteses e alcançar os objetivos propostos, foi conduzida uma investigação abrangente. O processo foi iniciado por uma revisão da literatura recorrendo a vários autores com modelos teóricos distintos. Entre os principais contribuidores destacam-se Kevin Roberts (2004), Solomon (2011), McCarthy (1972), Pine e Gilmore (1999), Damásio (1994), Maslow (1954) e Aaker (1991). A inclusão desses autores proporcionou uma base teórica sólida e diversificada, contribuindo para a fundamentação conceitual da pesquisa. Em seguida, foi definida uma amostra, constituída por 211 indivíduos que pertencem à geração Z e residem no distrito de Viseu. Após a definição da amostra, foi aplicado um questionário online (via Google Forms) para recolher dados em torno das questões centrais de investigação, bem como avaliar os elementos que medem a relação emocional da geração Z com a marca Apple. O questionário (anexo I) foi elaborado de modo a identificar e conhecer a natureza da relação entre a geração Z e a marca Apple. Os resultados permitiram concluir que a maioria dos participantes da geração Z tem uma visão positiva da marca Apple. A geração Z percebe a marca Apple como uma marca de grande vínculo emocional, revelando uma forte conexão afetiva positiva. A correlação de Pearson de 0,621 entre "Eu amo a marca Apple" e "Conexão emocional” indica que os participantes que demonstram uma avaliação positiva em relação à marca também tendem a perceber uma relação emocional com ela. Essa perceção pode ser atribuída a características distintivas da marca, como design inovador, experiência do utilizador e identidade única, que desempenham um papel significativo na sua posição como uma marca de grande afeto dentro da geração Z.
Consumer marketing is a topic of great interest and relevance for both business managers and marketing specialists. The evolution of strategies applied in marketing departments have been studied by different authors from different countries. This constant attention is due to the fundamental role that marketing plays in the strategic and economic development of companies and in understanding consumer behavior (Zenone, 2007). Throughout the 20th century and up to the present day, the field of marketing has undergone constant development, driven by various academic and business contributions. There are several authors who have played a fundamental role in the understanding and advancement of this discipline, such as Philip Kotler, one of the most prestigious marketing experts. In society, brands play a significant role and it is through the application of marketing strategies that it is possible to influence the way people perceive and engage with different products and services. Certain brands are able to establish a deeper emotional relationship with consumers. These brands go beyond being mere objects of consumption and are able to promote feelings and emotions that generate a lasting relationship with their consumers (Roberts, 2004). To carry out this investigation, the starting question was defined as “Will the Apple brand be considered and perceived as a lovemark by generation Z?”. The aim is to understand whether this generation has a positive and emotional relationship with the technological brand Apple. Furthermore, we intend to identify the characteristics and elements that make Apple a lovemark for Generation Z, as well as investigate whether the promotion of positive emotions is a determining factor for the brand's lovemark status among members of Generation Z. To address the research question, validate the hypotheses and achieve the proposed objectives, a comprehensive investigation was conducted. The process was initiated by a literature review using several authors with different theoretical models. Among the main contributors are Kevin Roberts (2004), Solomon (2011), McCarthy (1972), Pine and Gilmore (1999), Damásio (1994), Maslow (1954) and Aaker (1991). The inclusion of these authors provided a solid and diversified theoretical basis, contributing to the conceptual foundation of the research. Next, a sample was defined, consisting of 211 individuals who belong to Generation Z and reside in the district of Viseu. After defining the sample, an online questionnaire was applied (via Google Forms) to collect data around the central research questions, as well as evaluate the elements that measure generation Z's emotional relationship with the Apple brand. The questionnaire (appendix I) was designed to identify and understand the nature of the relationship between generation Z and the Apple brand. The results allowed us to conclude that the majority of Generation Z participants have a positive view of the Apple brand. Generation Z perceives the Apple brand as a brand with great emotional attachment, revealing a strong positive emotional connection. The Pearson correlation of 0.621 between "I love the Apple brand" and "Emotional connection” indicates that participants who demonstrate a positive evaluation of the brand also tend to perceive an emotional relationship with it. This perception can be attributed to distinctive characteristics of the brand, such as innovative design, user experience and unique identity, which play a significant role in its position as a brand of great affection within Gen Z.
Consumer marketing is a topic of great interest and relevance for both business managers and marketing specialists. The evolution of strategies applied in marketing departments have been studied by different authors from different countries. This constant attention is due to the fundamental role that marketing plays in the strategic and economic development of companies and in understanding consumer behavior (Zenone, 2007). Throughout the 20th century and up to the present day, the field of marketing has undergone constant development, driven by various academic and business contributions. There are several authors who have played a fundamental role in the understanding and advancement of this discipline, such as Philip Kotler, one of the most prestigious marketing experts. In society, brands play a significant role and it is through the application of marketing strategies that it is possible to influence the way people perceive and engage with different products and services. Certain brands are able to establish a deeper emotional relationship with consumers. These brands go beyond being mere objects of consumption and are able to promote feelings and emotions that generate a lasting relationship with their consumers (Roberts, 2004). To carry out this investigation, the starting question was defined as “Will the Apple brand be considered and perceived as a lovemark by generation Z?”. The aim is to understand whether this generation has a positive and emotional relationship with the technological brand Apple. Furthermore, we intend to identify the characteristics and elements that make Apple a lovemark for Generation Z, as well as investigate whether the promotion of positive emotions is a determining factor for the brand's lovemark status among members of Generation Z. To address the research question, validate the hypotheses and achieve the proposed objectives, a comprehensive investigation was conducted. The process was initiated by a literature review using several authors with different theoretical models. Among the main contributors are Kevin Roberts (2004), Solomon (2011), McCarthy (1972), Pine and Gilmore (1999), Damásio (1994), Maslow (1954) and Aaker (1991). The inclusion of these authors provided a solid and diversified theoretical basis, contributing to the conceptual foundation of the research. Next, a sample was defined, consisting of 211 individuals who belong to Generation Z and reside in the district of Viseu. After defining the sample, an online questionnaire was applied (via Google Forms) to collect data around the central research questions, as well as evaluate the elements that measure generation Z's emotional relationship with the Apple brand. The questionnaire (appendix I) was designed to identify and understand the nature of the relationship between generation Z and the Apple brand. The results allowed us to conclude that the majority of Generation Z participants have a positive view of the Apple brand. Generation Z perceives the Apple brand as a brand with great emotional attachment, revealing a strong positive emotional connection. The Pearson correlation of 0.621 between "I love the Apple brand" and "Emotional connection” indicates that participants who demonstrate a positive evaluation of the brand also tend to perceive an emotional relationship with it. This perception can be attributed to distinctive characteristics of the brand, such as innovative design, user experience and unique identity, which play a significant role in its position as a brand of great affection within Gen Z.
Description
Keywords
Emoções Lovemarks Apple Emoções Geração Z Brands Lovemarks Apple Emotions Generation Z