Gestão de Marcas Emocionais: Um Estudo Exploratório no Setor Automotivo de Veículos Leves

Marcel Eduardo Rodrigues de Oliveira; Lesley Carina do Lago Attadia Galli; Matheus Alberto Cônsoli; Luciano Thomé e Castro

doi:10.5585/remark.v9i1.2152

Authors

Marcel Eduardo Rodrigues de Oliveira UNIMEP
Lesley Carina do Lago Attadia Galli PPGA/UNIMEP
Matheus Alberto Cônsoli PPGA/UNIMEP
Luciano Thomé e Castro UNIMEP

DOI:

https://doi.org/10.5585/remark.v9i1.2152

Keywords:

Emotional Branding, Brand Identity, Brand Management.

Abstract

This study has investigated whether companies that market their brand through emotional appeal can assure their brand’s identity more assertively and maintain their market share. To accomplish this: bibliographic research was performed initially, and, subsequently, a quantitative exploratory research amongst automotive companies was undertaken. As a result, it was observed the companies which were analyzed take advantage of marketing management. The companies in question must believe these activities collaborate for the enactment of a positive brand image, and the progression of an emotional bond with the consumer.

DOI: 10.5585/remark.v9i1.2152

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Author Biographies

Marcel Eduardo Rodrigues de Oliveira, UNIMEP

Mestrando da Universidade Metodista de Piracicaba – UNIMEP

Lesley Carina do Lago Attadia Galli, PPGA/UNIMEP

Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo – FEA/USP Professora da Universidade Metodista de Piracicaba – PPGA/UNIMEP

Matheus Alberto Cônsoli, PPGA/UNIMEP

Doutor em Engenharia pela Universidade de São Paulo – USP Professor da Universidade Metodista de Piracicaba – PPGA/UNIMEP

Luciano Thomé e Castro, UNIMEP

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo – FEA/USP Professor da Universidade Metodista de Piracicaba – UNIMEP