Marketing experiencial na estratégia de ativação de marca

Abstract

Consumers are currently exposed to massive amounts of advertisement and receive numerous marketing stimuli daily. This is because brand introduce experiential marketing interventions into their strategies, with the hopes improve consumers' engagement. Given these facts, this study aims to explore the extent to which Experiential Marketing influences a Brand's Activation Strategy. The investigation focuses on the population residing in Portugal and, for this purpose, a questionnaire survey was designed for a sample of 231 respondents. The collected data was treated using descriptive analysis and inferential analysis. The results confirm that experiential marketing interventions positively affect emotions, consumer brand relation, and purchase intentions. Finally, the findings reveal how quality, satisfaction, and loyalty can serve as a competitive advantage in brand activation strategy.

Date of Award	10 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vítor Manuel Pinto de Figueiredo (Supervisor) & Paulo Pereira (Co-Supervisor)