Valor da marca

: a perceção dos consumidores no Instagram: marca em estudo: Sharish Gin

Abstract

The emergence of technologies has led to significant changes in the world and society. Currently, brands have an active presence on social media and consumers use these platforms to research brands, products and services and, subsequently, make their purchasing decisions. More than ever, it is necessary for brands to be able to differentiate themselves from the competition and to establish relationships and emotional bonds with consumers through the exclusive interactions they have with consumers, in order to obtain their loyalty. Having said that, the present investigation aims to evaluate the perception that consumers of the Sharish Gin brand have of the brand's value in terms of relevance, meaning, response and relationship through the digital platform Instagram. The main results obtained in the study reveal that Sharish Gin consumers demonstrate clear satisfaction with the brand, also giving it significant credibility and trust. They also highlight that the brand distinguishes itself as unique and with an appropriate pricing policy. Consumers thus identify with the brand, its characteristics and values. The brand thus achieved a relevant resonance with its consumers, enhancing close relationships. In short, the four hypotheses under investigation were validated, as there was positivity both in the responses of its consumers towards the brand in terms of sensations and value judgments and in its meaning in terms of image, loyalty, performance, relevance, notoriety and relationship with its consumers.

Date of Award	14 Nov 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)