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Publication
As marcas e o patrocínio de festivais de música em Portugal: análise conceptual e influência nos consumidores
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Abstract(s)
Nos últimos anos em Portugal, temos assistido a um crescimento quer em número, diversidade ou popularidade dos chamados “Festivais de Música”, ao qual justifica uma análise sobre a eficácia das marcas como patrocínio e, consequentemente, sobre o impacto no consumidor.
Neste sentido, foram utlizadas duas metodologias de estudo diferentes. Na primeira análise, foi efetuada uma pesquisa sobre 10 festivais de música em Portugal, incidindo a análise em alguns fatores considerados pertinentes no contexto deste estudo, tais como dimensão do festival, local de realização, tipo de cartaz, entre outros. Pudemos verificar, que cada vez mais, os grandes patrocinadores de festivais em Portugal, apostam numa estratégia de comunicação de marca diferente e, verificou-se também, tendências semelhantes entre eles.
Na segunda análise, foi desenvolvido um estudo empírico de carácter quantitativo sobre as atitudes dos consumidores face ao patrocínio de marcas a festivais de música em Portugal, do qual resultou um questionário aplicado a uma amostra de consumidores, composta por 65 indivíduos. Foram construídas hipóteses com base no modelo de estudo, que permitiram testar a correlação entre as variáveis de estudo e os fatores que mais influenciam o consumidor.
Tendo em conta os objetivos deste trabalho, concluímos que, de uma maneira geral, e após análise das variáveis, as marcas patrocinadoras influenciam positivamente o consumidor, no que concerne à recordação da marca e à lealdade na marca.
In recent years in Portugal, we have witnessed an increase in number, diversity and popularity of so-called "Summer Festivals", which justifies an analysis of the effectiveness of brands sponsors and therefore the impact on the consumer. In this sense, were used two methodologies of different studies. In the first analysis, a survey was carried out over 10 music festivals in Portugal, focusing the analysis on certain factors considered relevant in the context of this study, such as the size of the festival, performing location, type of music, among others. We saw that increasingly the major sponsorship festivals in Portugal are making new strategies of communication and it has been found also, new tendencies between each other. In the second analysis, we developed an empirical study of quantitative trait on the attitudes of consumers towards sponsorship marks of music festivals in Portugal, which resulted in a questionnaire administered to a sample of consumers, consisting of 65 individuals. Hypotheses based on the study model, which allowed testing the correlation between the study variables and factors that influence the consumer were built. Given the objectives of this study, we conclude that, in general, and after analysis of the variables, the sponsoring brands positively influence the consumer with regard to brand recognition and loyalty in the brand.
In recent years in Portugal, we have witnessed an increase in number, diversity and popularity of so-called "Summer Festivals", which justifies an analysis of the effectiveness of brands sponsors and therefore the impact on the consumer. In this sense, were used two methodologies of different studies. In the first analysis, a survey was carried out over 10 music festivals in Portugal, focusing the analysis on certain factors considered relevant in the context of this study, such as the size of the festival, performing location, type of music, among others. We saw that increasingly the major sponsorship festivals in Portugal are making new strategies of communication and it has been found also, new tendencies between each other. In the second analysis, we developed an empirical study of quantitative trait on the attitudes of consumers towards sponsorship marks of music festivals in Portugal, which resulted in a questionnaire administered to a sample of consumers, consisting of 65 individuals. Hypotheses based on the study model, which allowed testing the correlation between the study variables and factors that influence the consumer were built. Given the objectives of this study, we conclude that, in general, and after analysis of the variables, the sponsoring brands positively influence the consumer with regard to brand recognition and loyalty in the brand.
Description
Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para a obtenção do grau de Mestre em Ciências da Comunicação, ramo de Marketing e Publicidade
Keywords
Festivais de música Patrocínia Notoriedade Comunicação da marca Processo de comunicação Music festivals Sponsorship Reputation Brand communication Communication process