Publicação
The impact of reinforcing the well-being positioning on female consumers perception of Super Bock Sky
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Kousi, Sofia | |
| dc.contributor.author | Furtado, Maria Benedita Cabral de Noronha e Menezes | |
| dc.date.accessioned | 2025-08-28T10:23:54Z | |
| dc.date.embargo | 2028-06-26 | |
| dc.date.issued | 2025-06-26 | |
| dc.date.submitted | 2025-05-20 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203989864 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/187064 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Brand positioning | pt_PT |
| dc.subject | Well-being | pt_PT |
| dc.subject | Female consumers | pt_PT |
| dc.subject | Beer industry | pt_PT |
| dc.subject | Qualitative research | pt_PT |
| dc.title | The impact of reinforcing the well-being positioning on female consumers perception of Super Bock Sky | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |
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