Qual o impacto da pandemia na imagem das marcas?
: Um estudo na geração Millennials

  • Marta Alves de Sá Pires Baptista (Student)

Student thesis: Master's Thesis


The 19¬Covid pandemic has brought significant changes to behavioral, economic and social level. In this sense, the present study sought to deepen this issue, proposing to answer the research questions: "What is the impact of the pandemic on the image of the brands?" and "What are the brands that stood out, the result of its activities during the pandemic?". As such, it was made, in a first stage, a literature review on the concept of brand and the concept of CSR and subsequently turned to a study based on a continuum between the qualitative and quantitative methodology, in order to properly give more valid way to answer the research questions. The qualitative study was based on conducting the focus group, from which together with a literature review was prepared a questionnaire, allowing the implementation of quantitative study and a more generalized data. Thus, evaluating the results, it was concluded that companies should adopt practices that promote the welfare of its employees, practices that preserve the environment, should also adopt a fully transparent communication and honest and invest in the online channel and constant presence in networks. In the same context, it was concluded that brands related to delivery services and supermarkets saw their reputations increase fruit of social responsibility policies adopted as a result of the cleaning of the stores belonging to these brands and the result of the constant presence on social networks.
Date of Award11 Oct 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Filipa da Rocha de Castro e Côrte-real (Supervisor)


  • Social responsibility
  • Millennials
  • Pandemic
  • Brands
  • Attitude


  • Mestrado em Marketing

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