Abstract
In a market where, for consumers, distinguishing one brand from another, has become essentially complex because of the variety of brands competing in a particular category, creating a relational bond with those same consumers and idealizing a brand that can occupy a privileged part in their business can be an ideal strategy for organizations to survive and develop in today's competitive market. Thus, this research, developed within the ambit of a PhD, aims to evaluate the relational marketing strategies and actions of Cervejas de Moçambique, as well as their contribution to the perception of value creation in the decision to buy 2M brand by Nampula consumers. In methodological terms, the research is based on an empirical and qualitative approach. To gauge consumers' perception of the value of 2M brand capital and its influence on their purchasing decision process, questionnaire surveys were used as methodological tools to determine the five dimensions of Aaker's model. The study reveals that most consumers are loyal to the 2M brand because of the perceived greater benefits. Likewise, by the high reputation that is justified by the fact that consumers are able to identify the brand among similar ones and remember it without needing any outside input. Satisfaction with the brand makes 2M their first choice when it comes to beer.
Translated title of the contribution | The relational marketing contribution to the perception of value creation in a brand purchase decision |
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Original language | Portuguese |
Pages (from-to) | 74-83 |
Number of pages | 11 |
Journal | Revista Electrónica de Investigação e Desenvolvimento |
Volume | 2 |
Issue number | 9 |
Publication status | Published - 2018 |
Keywords
- Marketing
- Relational marketing
- Brand value
- Buying decision