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Publication
A cocriação de imagem de marca pelos consumidores : o caso de cadeias hoteleiras de luxo
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Advisor(s)
Abstract(s)
O aparecimento da Internet permitiu a criação de comunidades de marca online, onde os utilizadores partilham entre si conteúdos emocionais, cognitivos ou materiais sobre as marcas, beneficiando, muitas vezes, as empresas na divulgação e fidelização à marca. Nestas comunidades, os consumidores passam a ter um papel de cocriadores da própria imagem da marca, pois passa a haver uma colaboração entre a empresa e os consumidores na promoção e comunicação de diferentes elementos relacionados com a marca. Apesar do crescente interesse, existem ainda poucas evidências de como se processa esta cocriação no caso das marcas de luxo, em especial das associadas a serviços. Procurando contribuir para colmatar esta lacuna, este estudo foca-se na cocriação da imagem da marca de duas cadeias de hotéis de luxo: Grupo Pestana e Grupo Four Seasons. Utilizando para o efeito dados recolhidos das páginas oficiais dos hotéis e dos conteúdos partilhados pelos clientes nas plataformas de viagem Booking.com e TripAdvisor, com relação a duas unidades de cada cadeia localizadas em Lisboa e Londres. A análise do conteúdo permitiu avaliar os traços Sofisticação e Excitação da personalidade da marca comunicados, bem como efetuar uma análise de sentimento, a fim de compreender melhor a natureza do conteúdo. Os resultados sugerem que, de um modo geral, o tom emocional dos comentários dos clientes é claramente positivo e que o traço de personalidade de marca Sofisticação é o mais enaltecido. Encontrou-se um claro diferencial no que respeita à Excitação, pelo que esta área deverá ter uma atenção reforçada por parte das marcas. Constataram-se também diferenças ao nível das plataformas utilizada pelos clientes para partilhar no que respeita à sua nacionalidade. Este estudo reforça a importância das comunidades de marca online na promoção e cocriação da imagem de marca, mesmo no caso de marcas de luxo.
ABSTRACT: With Internet evolution, online brand communities become possible, allowing users to share emotional, cognitive, or material content about brands, often benefiting companies in disseminating brand image and achieving loyalty. In these communities, consumers have a role as the brand's image co-creators. There is a collaboration between the company and consumers in promoting and communicating different brand elements. Despite the growing interest, there is still little evidence of how this co-creation occurs in luxury brands, especially those associated with services. This study aims to shed some light on this matter, focusing on the co-creating process in online digital communities of two luxury hotel chains' brand image: Pestana Group and Four Seasons Group. Data gathered from official hotel webpages and content shared by customers on the Booking.com and TripAdvisor travel platforms, from two units in each chain located in Lisbon and London, was used to assess the brand image co-creation process. Throughout the content analysis, it was possible to unveil the Sophistication and Excitation traits of the brand personality communicated online and their differences between communities and carry out an analysis of sentiment to understand the nature of the content better. The findings suggest that, in general, the emotional tone of customer comments is positive, and the Sophistication brand personality trait is the most praised. The differential found regards to excitement trait, so brands should increase attention to this dimension. There were also differences in terms of platforms used by customers regarding their nationality. This study reinforces the importance of online brand communities in promoting and cocreating the brand image, even in luxury brands.
ABSTRACT: With Internet evolution, online brand communities become possible, allowing users to share emotional, cognitive, or material content about brands, often benefiting companies in disseminating brand image and achieving loyalty. In these communities, consumers have a role as the brand's image co-creators. There is a collaboration between the company and consumers in promoting and communicating different brand elements. Despite the growing interest, there is still little evidence of how this co-creation occurs in luxury brands, especially those associated with services. This study aims to shed some light on this matter, focusing on the co-creating process in online digital communities of two luxury hotel chains' brand image: Pestana Group and Four Seasons Group. Data gathered from official hotel webpages and content shared by customers on the Booking.com and TripAdvisor travel platforms, from two units in each chain located in Lisbon and London, was used to assess the brand image co-creation process. Throughout the content analysis, it was possible to unveil the Sophistication and Excitation traits of the brand personality communicated online and their differences between communities and carry out an analysis of sentiment to understand the nature of the content better. The findings suggest that, in general, the emotional tone of customer comments is positive, and the Sophistication brand personality trait is the most praised. The differential found regards to excitement trait, so brands should increase attention to this dimension. There were also differences in terms of platforms used by customers regarding their nationality. This study reinforces the importance of online brand communities in promoting and cocreating the brand image, even in luxury brands.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais (Marketing), 2 de julho de 2021, Universidade dos Açores.
Keywords
Cocriação Hotelaria Imagem de Marca Marketing Digital Personalidade de Marca Brand Image Brand Personality Co-creation
Citation
Ferreira, Ana Catarina Gomes (2021). "A cocriação de imagem de marca pelos consumidores: o caso de cadeias hoteleiras de luxo", 67 p.. Mestrado em Ciências Económicas e Empresariais (Marketing). Ponta Delgada: Universidade dos Açores. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/6105>.