O impacto das social brands no quotidiano do consumidor

: o caso da The Body Shop

Abstract

With the new communicational reality, a new paradigm came to stay. Brands became more human, more responsible and activist. The relationship with both consumers and stakeholders has never been more thought and planned. Today, it’s the consumer who praises, but also criticizes, listens, but also speaks, acts, interacts, analyzes and gives an opinion. In a world where everyone has a word, the power of brands is even more heartened, between the values it defends and the attitudes that it practices, and, on the other hand, the image and opinion that’s transmitted and the way how it’s perceived. In this context, the social brands concept emerged. What is a social brand? What characterizes it? What defines it? This is the question of this project, which attempts to answer. We used a study case of the brand The Body Shop, what a quantitative methodology and verified that the current consumers, consider and prefer brands who are guided by a sustainable policy, value both people and animals, defend social causes and, at the same time, have an active presence in the digital world. The main conclusion of this study was that consumers want, like and value each time more what we define as social brands.

Date of Award	9 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)