Detalhes bibliográficos
| Ano de defesa: |
2021 |
| Autor(a) principal: |
Bacha, Gabrielle Amaral
 |
| Orientador(a): |
Kamlot, Daniel
|
| Banca de defesa: |
Pessôa, Luís Alexandre Grubits de Paula,
Figueiredo, João Luiz de |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Gestão da Economia Criativa
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/560
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Resumo: |
This study is the result of research on the use of sponsorship as a marketing tool in culture and live entertainment projects in Brazil and considers that sponsorship can contribute to the industry as both the sponsoring brands and the sponsored projects, are directly benefited. According to the United Actions Organization (ONU NEWS, 2019), cultural and creative activities generate 2.6% of the Brazilian Gross Domestic Product (GDP), generating employment, development and social value. Despite the brand benefits of using sponsorship and the benefits of the project in having inputs to be carried out, sponsorship is not the source of revenue most practiced by producers in the country, the live show market is a heterogeneous market and the present This dissertation sought to indicate inputs for the construction of projects adjusted to the interests of the brands taking into account that it is through these projects that the brands enhance their strategies of contact with their consumers. During the course of the study, the methodology was based on a bibliographic research, addressing concepts and contextualizations of the use of sponsorship, field research was also carried out, analyzed quantitatively and qualitatively. In the quantitative stage, questionnaires were applied in two phases, the first in 2019 and the second in 2020 with the participation of 176 and 228 people respectively. In the qualitative stage, seven professionals were interviewed who are responsible for the sponsored projects of the following brands in Brazil: Coca-Cola, Elo Cards, Heineken, Natura, Riachuelo and Prudential do Brasil. With the research carried out it was possible to estimate the strategic interests of the brands and the perception of the consuming public of cultural and live entertainment projects in Brazil. Thus, the applicability of this study resides in its potential to contribute to the preservation of the industry insofar as sponsorship can be an alternative of revenue for the realization of culture and live entertainment projects and an alternative for brands to reach their goals. marketing objectives through sponsorship |
