Publicação
Cultural Values, Digital Engagement, and Socio-Political Ideologies in Global Brand Reinterpretation
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Dalmoro, Marlon | |
| dc.contributor.author | Mendoza, Monica Victoria Ibarra | |
| dc.date.accessioned | 2025-11-10T16:22:17Z | |
| dc.date.available | 2025-11-10T16:22:17Z | |
| dc.date.issued | 2025-10-28 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing | pt_PT |
| dc.description.abstract | In today’s global fashion landscape, consumers actively reinterpret brand meaning through local values, digital practices, and socio-political perspectives, rather than passively receiving brand messages. This thesis explores how these dynamics manifest across European markets by focusing on Vans as a case study of cultural brand evolution. Drawing on both computational sentiment analysis of 685 multilingual consumer reviews and internal secondary data from Vans’ European operations, the research investigates how regional variations influence consumer-brand relationships. The findings reveal that while Continental European consumers prioritize cultural values and symbolic meaning, British consumers focus more on functionality and digital experience. In markets like Germany and the Netherlands, high digital engagement is coupled with critical sentiment, signaling elevated expectations. Spanish and Italian consumers show highly positive engagement, blending cultural and ideological considerations. The analysis identifies three interrelated forces which are cultural frameworks, digital engagement, and socio-political ideologies, that shape regional brand reinterpretation. This study advances understanding of how digital platforms act as cultural intermediaries, enabling diverse forms of brand meaning construction. It also highlights the importance for global fashion brands to adapt strategies based on regional priorities, balancing cultural resonance, technological fluency, and social relevance. | pt_PT |
| dc.identifier.tid | 204072867 | |
| dc.identifier.uri | http://hdl.handle.net/10362/190434 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Cultural Brand Reinterpretation | pt_PT |
| dc.subject | Digital Consumer Behavior | pt_PT |
| dc.subject | Cross-Cultural Marketing | pt_PT |
| dc.subject | Consumer Culture Theory | pt_PT |
| dc.subject | European Markets | pt_PT |
| dc.subject | Computational Analysis | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.title | Cultural Values, Digital Engagement, and Socio-Political Ideologies in Global Brand Reinterpretation | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Data Science for Marketing | pt_PT |