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Impacto do Website no Brand Equity de uma Empresa
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Este relatório de estágio tem como objectivo estudar o impacto que o website de
uma empresa tem no brand equity da mesma, tendo como base a teoria de Customer Based
Brand Equity de Keller.
Para além da análise de literatura focada nas diferentes teorias de medição do
brand equity foi dada especial atenção ao tema do marketing digital e de que forma este
é importante para o desenvolvimento de uma marca/empresa.
Numa fase empírica, primeiramente foi feita uma análise do brand equity do
website da marca “Uma Casa Portuguesa” por meio de um inquérito online a uma amostra
de 26 participantes. Após a recolha dos dados e feitas alterações nos conteúdos e na sua
disposição no website em questão o mesmo inquérito foi distribuído a uma segunda
amostra de 27 participantes com o mesmo propósito. Comparando as respostas obtidas os
dois inquéritos possível chegar à conclusão que não houve uma alteração significativa no
brand equity da empresa.
O relatório foi feito tendo como base o estágio feito na empresa Uma Casa
Portuguesa com a duração de 6 meses, entre Agosto de 2015 e Janeiro de 2016.
This internship report aims to study the impact that the company website has on the company brand equity, based on Keller’s theory of Customer Based Brand Equity. In addition to the literature review focused on different theories for measuring brand equity, special attention was given to the topic of digital marketing and its importance regarding the development of a brand/company. On an empirical stage, the brand equity of "Uma Casa Portuguesa" brand website’s was analyzed through an online survey, sent out to a sample of 26 respondents. After collecting the data and making changes both on website’s content and layout, this same survey was distributed to a new sample of 27 respondents with the same purpose. Comparing the results from the two surveys, it is possible to conclude that there has been no significant change on the company’s brand equity. This report was produced based on the 6-month internship at the company Uma Casa Portuguesa, between August 2015 and January 2016.
This internship report aims to study the impact that the company website has on the company brand equity, based on Keller’s theory of Customer Based Brand Equity. In addition to the literature review focused on different theories for measuring brand equity, special attention was given to the topic of digital marketing and its importance regarding the development of a brand/company. On an empirical stage, the brand equity of "Uma Casa Portuguesa" brand website’s was analyzed through an online survey, sent out to a sample of 26 respondents. After collecting the data and making changes both on website’s content and layout, this same survey was distributed to a new sample of 27 respondents with the same purpose. Comparing the results from the two surveys, it is possible to conclude that there has been no significant change on the company’s brand equity. This report was produced based on the 6-month internship at the company Uma Casa Portuguesa, between August 2015 and January 2016.
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CBBE Marketing Keller Digital Marketing Aaker Strategic Communication Brand Equity Marketing MarketingDigital Marca Uma Casa Portuguesa Comunicação Estratégica