Estratégias de co-branding

: estudo de caso: plano EDP Continente

Abstract

Purpose – The purpose of this study is to unfold the co-branding concept and examine the influence of factors in the evaluation of such strategy, applied to the particular Plano EDP Continente case. Design/methodology/approach – In this study it was conducted a thorough and extensive literature review (secondary research) not only on co-branding strategies and their evaluation, but as well as about the Plano EDP Continente and the companies involved. Within the primary research, it was applied a combination of research methods, primarily quantitative, respecting a questionnaire administered to consumers in general, and then qualitative, that takes the form of interviews, first with an official source of EDP, and then with ten consumers (adherent and non-adherent to Plano EDP Continente), being the sample is classified as non-probabilistic convenience transversely to the mentioned research moments. Findings – It is clear he importance of consumer evaluation on the success or failure of a co-branding strategy, in particular the positive or negative influence of perceived value of the brands involved, the familiarity towards them and the perceived fit between the envolved brands. In contrast to what one would expect, it was perceived that opinion leaders may not hold as much influence on the mentioned evaluation as it would be expected. Research limitations/implications – The observed time lag between the date of occurrence of the campaign and the study design and the lack of information from Sonae MC (owner of the brand Continente). Originality/value - The value of the present dissertation emerges from the analysis of the potential influence of opinion leaders in the evaluation of a co-branding strategy.

Date of Award	30 Oct 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)