TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE CONSUMER PERCEPTIONS TOWARD THE SPONSORING BRANDS OF ROCK IN RIO 2013 | ||||||||||||
| Autor(es): |
BARBARA FRAGUITO MOREIRA GOMES |
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| Colaborador(es): |
CECILIA LIMA DE QUEIROS MATTOSO - Orientador |
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| Catalogação: | 31/JAN/2017 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=28918@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=28918@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.28918 | ||||||||||||
| Resumo: | |||||||||||||
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This study intends to investigate and analyze how the brand Rock in Rio, added value to the sponsoring brands of the event that occurred in 2013 through the consumer s point of view. Through descriptive surveys, the study aims to better understand the public s point of view who attended the Rock in Rio 2013, in how the brand is perceived by them, the benefits in relation to the brands that sponsored the event in terms of knowledge, associations, quality and brand loyalty and thus investigate whether increased it s involvement of the same with the sponsoring brands and if there was any change in their image by the perceptions of the public who attended the Rock in Rio 2013. Finally, the survey indicated that consumers realize the brand Rock in Rio as a young brand, associated with positive characteristics and they had no trouble remembering the sponsoring brands, which concludes that the brand recall was good and most of the respondents agree that the Rock in Rio is an ideal event to display brands, but only one of them, became more loyal to any brand that sponsored the event
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