Publicação
What Fidelidade group should do to convey its human centric brand identity values to millennial insurance consumers
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Silveira, Catherine da | |
| dc.contributor.author | Bolanos, Inês | |
| dc.date.accessioned | 2016-04-05T11:26:14Z | |
| dc.date.available | 2019-01-30T01:30:15Z | |
| dc.date.issued | 2016-01 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | Companies are concerned in attracting and retaining Millennial consumers, especially if their relation with this target audience is weak. This happens in the insurance industry in Portugal and in Fidelidade group specifically. The aim of this study is to recommend a strategy for the insurance group to improve its relationship with these consumers, by conveying its human centric values. In order to address this goal, we developed a qualitative research. The main insight is that Millennials may perceive those values in the industry but do not associate them with insurance brands. | pt_PT |
| dc.identifier.tid | 201524350 | |
| dc.identifier.uri | http://hdl.handle.net/10362/16939 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Insurance | pt_PT |
| dc.subject | Fidelidade | pt_PT |
| dc.subject | Millennials | pt_PT |
| dc.subject | Human centric values (HCV) | pt_PT |
| dc.subject | Brand identity | pt_PT |
| dc.title | What Fidelidade group should do to convey its human centric brand identity values to millennial insurance consumers | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |