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/18

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 .