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O impacto da uma campanha ativista na identificação dos consumidores com a marca e na intenção de compra: Um estudo de caso da Nike
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Orientador(es)
Resumo(s)
O impacto do ativismo de uma campanha na identificação dos consumidores e na intenção de
compra tem ganho significativa atenção nos últimos anos. Esta dissertação examina a
percepção de autenticidade da campanha "Dream Crazy" da Nike, protagonizada por Colin
Kaepernick, e os seus efeitos na identificação dos consumidores com a marca e na sua
intenção de compra. Utilizando uma abordagem quantitativa, os dados foram recolhidos
através de um questionário online a 222 participantes, focando-se nas suas percepções antes
e após a visualização da campanha. O estudo investiga o papel da autenticidade dos
conteúdos na influência do comportamento do consumidor e explora o efeito mediador da
identificação do consumidor com a marca e os efeitos moderadores do envolvimento
cognitivo e afetivo. Os resultados revelam que a percepção de autenticidade da campanha
influencia positivamente a identificação dos consumidores com a Nike, que por sua vez
impacta significativamente a sua intenção de compra. No entanto, o efeito direto da
autenticidade na intenção de compra não foi significativo, destacando que outros fatores
como a qualidade do produto, o preço e a confiança dos consumidores podem ter maior
influência. O estudo também mostra que o envolvimento cognitivo e afetivo não moderou a
relação entre a autenticidade e a intenção de compra, sugerindo que outros fatores
contextuais podem estar em jogo. Esta investigação contribui para a compreensão teórica do
ativismo de marca, ao enfatizar a importância da autenticidade e da identificação do
consumidor com a marca na formação do comportamento do consumidor. As implicações
práticas incluem a necessidade de os profissionais de marketing fomentarem identidades de
marca genuínas e alinharem as suas ações com os valores dos consumidores para construir
relações mais fortes e leais. Pesquisas futuras devem explorar variáveis moderadoras
adicionais e contextos culturais diversos para ajudar a esclarecer as dinâmicas do ativismo de
marca.
The impact of a campaign's activism on consumer identification and purchase intention has gained significant attention in recent years. This dissertation examines the perception of authenticity of Nike's "Dream Crazy" campaign, featuring Colin Kaepernick, and its effects on consumer identification with the brand and their purchase intention. Using a quantitative approach, data were collected through an online questionnaire from 222 participants, focusing on their perceptions before and after viewing the campaign. The study investigates the role of content authenticity in influencing consumer behavior. It explores the mediating effect of consumer identification with the brand and the moderating effects of cognitive and affective involvement. The results reveal that the perception of campaign authenticity positively influences consumer identification with Nike, which in turn significantly impacts their purchase intention. However, the direct effect of authenticity on purchase intention was not significant, highlighting that other factors such as product quality, price, and consumer trust may have a greater influence. The study also shows that cognitive and affective involvement did not moderate the relationship between authenticity and purchase intention, suggesting that other contextual factors may be at play. This research contributes to the theoretical understanding of brand activism by emphasizing the importance of authenticity and consumer identification with the brand in shaping consumer behavior. Practical implications include the need for marketers to foster genuine brand identities and align their actions with consumer values to build stronger and more loyal relationships. Future research should explore additional moderating variables and diverse cultural contexts to help clarify the dynamics of brand activism.
The impact of a campaign's activism on consumer identification and purchase intention has gained significant attention in recent years. This dissertation examines the perception of authenticity of Nike's "Dream Crazy" campaign, featuring Colin Kaepernick, and its effects on consumer identification with the brand and their purchase intention. Using a quantitative approach, data were collected through an online questionnaire from 222 participants, focusing on their perceptions before and after viewing the campaign. The study investigates the role of content authenticity in influencing consumer behavior. It explores the mediating effect of consumer identification with the brand and the moderating effects of cognitive and affective involvement. The results reveal that the perception of campaign authenticity positively influences consumer identification with Nike, which in turn significantly impacts their purchase intention. However, the direct effect of authenticity on purchase intention was not significant, highlighting that other factors such as product quality, price, and consumer trust may have a greater influence. The study also shows that cognitive and affective involvement did not moderate the relationship between authenticity and purchase intention, suggesting that other contextual factors may be at play. This research contributes to the theoretical understanding of brand activism by emphasizing the importance of authenticity and consumer identification with the brand in shaping consumer behavior. Practical implications include the need for marketers to foster genuine brand identities and align their actions with consumer values to build stronger and more loyal relationships. Future research should explore additional moderating variables and diverse cultural contexts to help clarify the dynamics of brand activism.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Ativismo de Marca Identificação do Consumidor Intenção de Compra com a marca Autenticidade Envolvimento Cognitivo Envolvimento Afetivo Nike Campanha "Dream Crazy” SDG 10 - Redução das desigualdades SDG 16 - Paz, justiça e instituições eficazes