O posicionamento político de marcas e o impacto no comportamento do consumidor

Lívia Maria Teixeira Matos; Maria Naftally Dantas Barbosa; Ernanda Gabrielly da Silva Vasconcelos; Nelsio Rodrigues de Abreu

doi:10.5585/remark.v23i4.23685

Autores

Lívia Maria Teixeira Matos Universidade Federal da Paraíba – UFPB https://orcid.org/0000-0002-1704-1103
Maria Naftally Dantas Barbosa Universidade Federal da Paraíba - UFPB https://orcid.org/0000-0002-6944-2750
Ernanda Gabrielly da Silva Vasconcelos Universidade Federal da Paraíba - UFPB https://orcid.org/0000-0001-9319-135X
Nelsio Rodrigues de Abreu Universidade Federal da Paraíba - UFPB https://orcid.org/0000-0001-7024-5642

DOI:

https://doi.org/10.5585/remark.v23i4.23685

Palavras-chave:

Atitude do Consumidor, Boicote do Consumidor, Posicionamento Político de Marcas.

Resumo

Objetivo: Este estudo busca analisar os impactos do posicionamento político das marcas no comportamento do consumidor em relação às marcas brasileiras.

Método: Orientado pela abordagem teórica acerca da atitude do consumidor, boicote e posicionamento político de marcas, foi realizado um estudo de natureza qualitativa. A coleta de dados se deu por meio de três técnicas: entrevistas semiestruturadas, observação não-participante e opiniões publicadas na rede social X. Os dados foram analisados por meio da técnica de análise de conteúdo.

Resultados: Os resultados apontam que os consumidores entrevistados reconhecem a importância das marcas se posicionarem politicamente, como meio de verificar se há identificação entre as opiniões, crenças e valores apoiados pela empresa e o que eles acreditam. A maioria dos participantes relatam que quando percebem que não há identificação com o posicionamento político, tendem a ter a atitude de rejeitar a marca e optar por outra.

Contribuições: O estudo complementa a literatura que aborda a relação entre o posicionamento político de marcas e o comportamento do consumidor, no que tange o cenário brasileiro.

Originalidade: A originalidade deste artigo reside na abordagem específica da interseção entre o posicionamento político das marcas e o comportamento do consumidor no contexto brasileiro. O estudo se destaca por sua dedicação em compreender como as preferências políticas dos consumidores alinhadas ao posicionamento das empresas afetam suas atitudes e intenções de compra.

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Biografia do Autor

Lívia Maria Teixeira Matos, Universidade Federal da Paraíba – UFPB

Mestre

Maria Naftally Dantas Barbosa, Universidade Federal da Paraíba - UFPB

Mestre

Ernanda Gabrielly da Silva Vasconcelos, Universidade Federal da Paraíba - UFPB

Mestre

Nelsio Rodrigues de Abreu, Universidade Federal da Paraíba - UFPB

Doutor

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