Impactos das estratégias de comunicação em empresas globais um experimento no mercado automobilístico

• Ano de defesa: 2013
• Autor(a) principal: Toledo, Marcelo Vergilio Paganini de
• Orientador(a): Rossi, George Bedinelli
• Banca de defesa: Strehlau, Vivian Iara , Brito, Eliane Pereira Zamith
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração da ESPM
• Departamento: Gestão Internacional
• País: BR
• Palavras-chave em Português: marketing; comunicação; envolvimento; imagem do país de origem; reputação corporativa; comportamento do consumidor
• Palavras-chave em Inglês: marketing; communication; involvement; image of the country of origin; corporate reputation; consumer behavior
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://tede2.espm.br/handle/tede/23

This study sought to assess whether the communication strategy of a global company affects consumer involvement with the product category sold by it, the image of their country of origin and its corporate reputation. An experiment was conducted to test the theoretical model and hypotheses using a sample of 407 individuals defined by judgment of the investigator. This sample was divided into an experimental group of 202 respondents and a control group of 205 people. The scales used in the experiment were validated as to their content, criterion and construct, to be satisfactory for use. The results showed that the proposed theoretical model is consistent and completed the research problem developed. All hypotheses were confirmed surveyed, which leads to the conclusion that there is evidence in this study that the communication strategy of a global company does not impact consumer involvement with the product category manufactured by it, to the image of his country source and its corporate reputation.