Design e imagem de marca: um estudo sobre a embalagem como elemento na construção de imagem de marca de cerveja
This dissertation studies packaging as an element to build brand image. It presents a theoretical review about Brand and Image; Design and Packaging” and “Beer”. Beer managers were interviewed for a qualitative research and consumers were interviewed for a quantitative survey. Consumer perception wa...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2003 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Repositório Institucional do FGV (FGV Repositório Digital) |
| Idioma: | portugués |
| OAI Identifier: | oai:repositorio.fgv.br:10438/2484 |
| Acceso en línea: | https://hdl.handle.net/10438/2484 |
| Access Level: | acceso abierto |
| Palabra clave: | Administração mercadológica Consumidor Imagem Marcas Cerveja Envolvimento Produto Design Administração de empresas Embalagens Marca registrada Comportamento do consumidor Cerveja - Comércio Marketing Marcas (Imagem) |
| Sumario: | This dissertation studies packaging as an element to build brand image. It presents a theoretical review about Brand and Image; Design and Packaging” and “Beer”. Beer managers were interviewed for a qualitative research and consumers were interviewed for a quantitative survey. Consumer perception was analyzed in terms of involvement and attitude (hedonic / utilitarian). 484 questionnaires were analyzed with MANOVA. The main finding is that involvement is an important factor in packaging’s consumer perception, while attitude is almost irrelevant. |
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