O impacto da sustentabilidade da ‘The Body Shop’ na reputação, intenção de compra, qualidade percebida e lealdade à marca

  • Mariana Oliveira Gonçalves dos Reis Torgal (Student)

Student thesis: Master's Thesis

Abstract

This study analyzed the impact of the sustainability of The Body Shop brand on its reputation, purchase intention, perceived quality and brand loyalty, based on the opinion of an exclusively Portuguese sample. The methodological strategy was based on collecting data through surveys. As well as confirming sustainability as a distinctive brand trait, the sample of 283 individuals revealed that the impact of sustainability on reputation, purchase intention, perceived quality, and brand loyalty is positive. However, it is important to note that this impact is stronger on the variables purchase intention, brand loyalty, and perceived quality, while it is weaker (although still positive) on the variable relating to reputation. Despite these differences, the important role of sustainability in the context of brand management and consumer relations is confirmed.
Date of Award18 Jan 2024
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAnna Carolina Boechat Chaves Fernandes (Supervisor)

Keywords

  • Sustainability
  • Brand
  • Reputation
  • Purchase intention
  • Perceived quality
  • Brand loyalty
  • Consumption
  • The Body Shop

Designation

  • Mestrado em Ciências da Comunicação

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