A percepção de geração de valor na decisão de compra de uma marca

: estudo de caso : a marca Nescafé, Dolce Gusto do segmento de bebidas da Nestlé

Abstract

Organizations are capable of differentiating themselves in the market by theirs brands that reflect the values and promises of the institution they represent. So, the fact that brands correspond to the expectations and meet the demands of theirs clients is converted into a duty and critical factor of success. This way nowadays brands represent one of the most valuable assets of a company. Brand capital (in Anglo-Saxon language brand equity) comprises a whole of attributes that contribute to the brand value, such as: brand loyalty, brand awareness, perceived quality, brand associations and other brand assets. Brand equity is capable of adding value to a product or service as well to the organization and consumer. The needs and motivations of the consumer influence his attitudes being decisive in his reactions at the sales point and consequently in the purchase decision process. This investigation main goal is to understand how, as concerns the brand Nescafé® Dolce Gusto®, the perception of the brand value influences the purchase decision process. This way, two models shall be applied: “Generating Value by the Aaker’s Brand Equity Model” and the step Brand Resonance in Keller’s Brand Equity Model pyramide.

Date of Award	2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)