Título: | A FIDELIZATION STUDY INSIDE THE MAGAZINE EDITORIAL MARKET | ||||||||||||||||||||||||||||||||||||||||
Autor: |
FABIO JOSE CASTRO DA SILVA COUTO |
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Colaborador(es): |
PAULO CESAR DE MENDONCA MOTTA - Orientador |
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Catalogação: | 05/OUT/2004 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=5548&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=5548&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.5548 | ||||||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||||||
Fortunes have been spent developing and establishing strong
brands in
Brazil and also around world. Great sales strategies have
been launched to
attend a consistently more demanding market. Those demands
have created
many opportunities for corporations in tune with their
clients but also created
major difficulties for those who weren`t.
In fact, a largely adopted strategy used to overcome market
share
oscillations is strictly related to brand diversification.
Diversification is related with
a goal of achieving better margins using market
segmentation to efficiently
approach smaller niche and to attend customer`s specific
necessities. The
magazines editorial market is no different in those
aspects. Every month we have
an average of 2.150 new titles reaching magazines selling
points within an
annual average of 600 millions issues all over Brazil. It
is a highly segmented
market where one could find different subjects, prices,
sizes, presentations and
above all, many different contents. Based on Oliver (1999)
framework, this study
has the main objective of identifying different types of
fidelity among magazine
subscribers and non-subscribers readers, as well as to
relate characteristics and
attributes, considered important by magazine readers, to
the fidelity with the
magazine. Results indicates the existence of a correlation
between fidelity and
the social support provided by the community from witch the
readers belongs as
well as an expressive relation with inertial
characteristics of fidelity like the
perception of product superiority as well as cognitive and
emotional aspects of
magazine readers.
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