A influência de campanhas de responsabilidade social na decisão de compra das consumidoras portuguesas

: estudo de caso marca DOVE

Abstract

In a market where the competition is increasing, organizations need to present their offers trough a more effective communication, which allows them to differentiate themselves and achieve competitive advantages. This differentiation can occur through the implementation of actions and projects of Corporate Social Responsibility which have gained relevancy, not only in the organizational context, but also for the consumers.In this sense, advertising is, a lot of times, the tool that organizations use to communicate their Corporate Social Responsibilities initiatives. Because of that it was relevant to understand the influence that they have on the consumers decision.So, the focus of this investigation was the Real Beauty Campaigns of Dove in Portugal and the main objective was to understand, through the application of a survey to the brand consumers, if these campaigns influenced them to buy Dove products. As the main investigation results, it was found out that the Real Beauty campaigns have a positive influence on the buying decision of the brand consumers, mainly in the younger age groups, since they are the ones which identify the most with the message of this campaigns and with their main objectives.

Date of Award	4 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)