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A influência dos funcionários na imagem de marca das organizações
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Advisor(s)
Abstract(s)
A gestão de marcas foi durante muitos anos considerada como a identidade visual de uma organização, estabelecida pela empresa e comunicada aos clientes. Porém, o modo como os clientes, ao longo da sua jornada, avaliam e comunicam a imagem que têm da marca brigou a uma nova abordagem da gestão das marcas, que considere os colaboradores da empresa como elementos de criação e comunicação da imagem das marcas. Contudo, a gestão interna da marca raramente é alvo da mesma atenção da gestão externa da marca, e a integração das duas vertentes tende a ser pouco explorada. Com este trabalho, procura-se contribuir para minimizar esta lacuna, não só analisando a influência dos funcionários do sector hoteleiro da ilha de São Miguel na imagem de marca das organizações para as quais trabalham, mas também avaliando a importância conferida aos colaboradores na comunicação das unidades hoteleiras e dos turistas. Nesta dissertação, aplicou-se uma metodologia híbrida que compreendeu um estudo exploratório com recurso a um questionário online, com 13 dimensões, dirigido a colaboradores de unidades hoteleiras, assim como uma análise a dados recolhidos nos websites dos hotéis locais e no TripAdvisor. Após a análise dos dados recolhidos, verificou-se que os turistas valorizam mais os recursos humanos do que as organizações, ou até mesmo do que os próprios funcionários, concluindo-se, assim, que não existe um alinhamento perfeito na perceção que existe sobre os mesmos. Partindo da noção de que a imagem de marca se forma dentro das empresas, e é comunicada aos diferentes públicos, os resultados apresentados neste estudo representam uma excelente oportunidade para os gestores e para as empresas reverem a sua política interna, apostarem mais no capital humano e comunicarem a sua nova aposta online. Com este estudo contribui-se para minimizar a lacuna de investigação acerca do alinhamento dinâmico entre o internal branding e o external branding, bem como introduzir um novo ponto de vista: a sua influência no branding cocreation.
ABSTRACT: Brand management has been considered for many years as an organization's visual identity, conceptualized by the company and communicated to customers. However, how the company provides assessment and communication of the image throughout the journey has required a new approach to brand management, which considers the company's employees as elements of creation and communication of the brand image. Internal management of the specific brand is the target of the same attention as the external management of the brand, and there has been scant exploration of an integration of the two strands. With this work, we seek to contribute to minimize this gap. We do so by not only analyzing the influence of employees of the hotel sector on the island of São Miguel on the brand image of the associations for which they work, but also evaluating the importance given to employees in the communication with hotels and tourists. In this dissertation, a hybrid methodology was applied. It included an exploratory study using an online questionnaire with 13 dimensions, directed at employees of hotel units, as well as an analysis of data collected from the websites of local hotels and on TripAdvisor. After analyzing the data, it was found that tourists value the role of employees more than firms do, or even the employees themselves. Thus, it was found that there is no perfect alignment in the perceptions about them. Starting from the notion that a brand image is formed within firms, and is communicated to different audiences, the results obtained in this study represent an excellent opportunity for managers and firms to review their internal policies, invest more in human capital and communicate that investment online. With this study, contribute to minimize the brand image research gap considering the dynamic alignment between internal branding and external branding, as well as introducing a new point of view: the influence of cocreation branding on brand image from a human resources viewpoint.
ABSTRACT: Brand management has been considered for many years as an organization's visual identity, conceptualized by the company and communicated to customers. However, how the company provides assessment and communication of the image throughout the journey has required a new approach to brand management, which considers the company's employees as elements of creation and communication of the brand image. Internal management of the specific brand is the target of the same attention as the external management of the brand, and there has been scant exploration of an integration of the two strands. With this work, we seek to contribute to minimize this gap. We do so by not only analyzing the influence of employees of the hotel sector on the island of São Miguel on the brand image of the associations for which they work, but also evaluating the importance given to employees in the communication with hotels and tourists. In this dissertation, a hybrid methodology was applied. It included an exploratory study using an online questionnaire with 13 dimensions, directed at employees of hotel units, as well as an analysis of data collected from the websites of local hotels and on TripAdvisor. After analyzing the data, it was found that tourists value the role of employees more than firms do, or even the employees themselves. Thus, it was found that there is no perfect alignment in the perceptions about them. Starting from the notion that a brand image is formed within firms, and is communicated to different audiences, the results obtained in this study represent an excellent opportunity for managers and firms to review their internal policies, invest more in human capital and communicate that investment online. With this study, contribute to minimize the brand image research gap considering the dynamic alignment between internal branding and external branding, as well as introducing a new point of view: the influence of cocreation branding on brand image from a human resources viewpoint.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 23 de fevereiro de 2021.
Keywords
Hotelaria Imagem de Marca Recursos Humanos Ilha de São Miguel (Açores) Açores Brand Image Branding Cocreation
Pedagogical Context
Citation
Rodrigues, Raquel Baptista. "A influência dos funcionários na imagem de marca das organizações". 2021. XI, 136 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2020. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/5880>.