Quais os aspectos do brand equity que têm maior peso na decisão de compra das assinaturas digitais?

: caso Diário de Notícias e Jornal de Notícias

Abstract

Entering in the digital age, journalism saw his term broaden to online journalism. The transition to a new scope brought several advantages allowed by the development of the internet and digital technologies, as well as introduced new problematics inherent to the digital scope itlsef. Facing new challenges, online journalism has been looking for a business model capable of generating web revenues. The digital subscriptions of newspapers have been an option, with the possibility of reading the newspaper through if the computer and mobile devices - smartphones and tablets. In a world full of brands, where information is avaliable in a free and uncontrollable way, it becomes pertinent to explore how brand equity influences consumers in their purchasing decisions, which is the subject of this investigation. Although the digital subscriptions of Diário de Notícias and Jornal de Notícias are only the digital version in pdf of the paper version, through a survey applied to digital subscribers, it is clear that there are specific reasons for have influence on the purchasing of digital subscriptions, which are the main conclusions from this internship report.

Date of Award	19 Feb 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)