A influência das ações de responsabilidade social na perceção do valor da marca pelos seus consumidores

: estudo de caso : a marca Lidl Portugal

Abstract

Nowadays, it is increasingly difficult for brands to present differentiating characteristics from their competition. However, this is a determining factor in reaching a place in the consumers’ minds. It has become essential to enhance the brand value, or brand equity, which unfolds into the positive associations that customers create around a brand. Brand equity appears, therefore, as a set of attributes that establish the valuation of the brand, which will influence the consumer's purchase decision.Social responsibility strategies can emerge as differentiating factors that provide positioning and contribute positively to the brand’s reputation among its consumers.The present investigation has the main goal of assessing whether the Lidl Portugal social responsibility initiatives influence the perception of the brand value, by its customers.The main conclusions drawn in the present investigation validate the hypotheses under study. More precisely, it was possible to verify that social responsibility initiatives influence the way Lidl Portugal consumers perceive the brand value, and that there is a strong commitment by the company to implement these initiatives. Thus, it is concluded that the brand meets the necessary conditions to ensure competitive advantage and achieve success in the market.

Date of Award	27 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)