Marcas empáticas

: um estudo exploratório para a medição e avaliação da empatia no sector automóvel

Abstract

In the 21st century, the number of brands that are involved with the market and with people’s day to day life is growing. The need to create and keep a powerful and emotional relationship between brands and consumers is one of the constant concerns, mainly by Marketing and Advertising professionals. Through the humanization of brands, it is possible to generate a more emotional, well-built and reciprocal relationship between the two parts (brand and consumer), and in this way the experiences generated become different from all of the others that were ever developed. Because this is a topic that is still not addressed frequently in the area of brands and, especially, Marketing in general, empathy is characterized as a strong bet for the future of any organization, so that there is a greater and better connection between them and their target, not only with current but also with future consumers, thus developing strong emotional relationships between them. Due to what was previously explained, the objective of this project is to develop a new model of measurement and empathic evaluation to be used by companies, so that it is possible to understand how they are characterized (or not) as empathic for their consumers. For a better understanding and analysis of data, the idea was to choose a specific sector, so that it would be easier for consumers to respond to the various items of the proposed model. Thus, the chosen sector was then the automotive sector. Lastly, it was understood that the top-of-mind brands (selected before by an initial sample) in this sector are characterized as not very empathetic to their current consumers as well as the advertising communication created by them. By analyzing these data, it was concluded that there is a possibility for these brands to position themselves in a more positive way and with a higher empathic capacity for their future buyers.

Date of Award	16 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)