A contribuição do relações públicas na construção da identidade, imagem e reputação das organizações - um estudo de caso sobre empresas de cosméticos e beleza

Abstract

This research has as its' central theme the contribution of Public Relations in the construction of the identity, image and reputation of organizations - a case study on cosmetics and beauty companies. This study adopted as a general objective to understand the importance of identity and image for organizations and their influence on the consumer's purchase decision process. The methodology used was the qualitative exploratory research, containing bibliographical research and field research, where questionnaires were applied to the general public, Public Relations professionals and also interviews with cosmetic brand consultants. The main results refer to: the most remembered cosmetic brand was Natura; consumers make more purchases for personal use; the quality and diversity of products is one of the most important elements for the consumer and; the promotion of brands and their products is widely viewed on social media. [resumo fornecido pelo autor]