Marketing de experiências e a sua influência no consumidor

: caso Mundo Fantástico da Sardinha Portuguesa

Abstract

Experiential marketing stands out as a strategy that focuses on creating memorable and distinctive experiences, as well as emotional connections with consumers by stimulating the five senses. This research aimed to understand the impact of experience marketing on consumer behavior, using O Mundo Fantástico da Sardinha Portuguesa as a case study. To achieve this, a mixed-methods research approach was adopted, including a semi-structured interview and a questionnaire with 151 valid responses, supported by a theoretical review. This approach provided a more realistic perspective on the intentions and objectives behind the brand’s branding strategies while exploring how experiential marketing strategies are designed and implemented, as well as their perceived impact on consumer perception. The results reinforce the importance of experience marketing in differentiating the brand, consolidating its market position, and strengthening customer relationships. From a business perspective, this study highlights that investing in engaging experiences contributes to the brand’s success, demonstrating that the creation of immersive and emotional environments positively influences consumer perception and loyalty.

Date of Award	13 May 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)