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The impact of reinforcing the well-being positioning on female consumers perception of Super Bock Sky
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Orientador(es)
Resumo(s)
This study explores whether reinforcing the well-being positioning of Super Bock Sky
can increase purchase intent among female consumers. Using Keller’s Brand Equity
model and qualitative interviews, the research reveals that the brand’s identity aligns with
health-conscious values but lacks strong awareness and consumer loyalty.
Recommendations focus on brand activations and clearer messaging to enhance
relevance. While results suggest positive impact, consistent long-term effort is needed to
build stronger engagement with this growing segment.
Descrição
Palavras-chave
Brand positioning Well-being Female consumers Beer industry Qualitative research