Detalhes bibliográficos
| Ano de defesa: |
2011 |
| Autor(a) principal: |
Ayer, Gabriela
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| Orientador(a): |
Rodriguez, Maria Clotilde Perez
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| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
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| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
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| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
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| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
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| País: |
BR
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| 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: |
https://tede2.pucsp.br/handle/handle/988
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Resumo: |
This work is a reflection on contemporary society, about the evolution of marketing focused on the promotion of experience to the consumer, and the new dynamics of marketing and discursive strategies of the contemporary brand, a consumer landscape increasingly fragmented and complex. It is perceived that Events are relevant apparatus for forging links with the public, because when individuals enter into logic of culture, leisure and entertainment permeated by Marketing, which generates experience and specific projects for emotionality and sensuousness of the public. Following this literature, an exploratory qualitative research was chosen, selecting the Skol beer brand for the single case study with multiple analysis unit the events Skol Beats and Skol Sensation. The hypotheses considered that the public of Skol brand Events would be young, have a positive opinion about the brand, and the more participation in Skol events who participated in any of Skol Sensation, would have more emotional bond with the Events, and more positive opinion about them, as well as the Brand. The study based on the Protocol of Yin (2001) used content analysis of institutional sites and articles in the media, participant observation, online questionnaires, and personal interview. It was drawn, then, the description of each selected event, the analysis of the 138 collected questionnaires and discussion of the case. The results indicated that the events have an undeniable strategic role in communicating the Skol brand, having achieved its purpose of promoting experience, interaction and participation of the public with the brand. Being a current topic and the work does not intending to present absolute conclusions, it opens the possibility of further discussions and future researches |
