Qual é a relação dos consumidores fãs de Hot Wheels com a marca?

Abstract

This article is about Lovemark. The objective of this work is to find out what is the relationship between Hot Wheels fans and the brand. The object under study is the miniature cars of the Hot Wheels brand together with the fans and collectors of the brand. With the objective of understanding the factors that determine the consumption of a Lovemark and also identifying the motivations that lead an audience to have a close relationship with a brand, selecting this audience from a specific profile, and thus evaluating the behavior of this consumer by the Lovemark. The theoretical framework involves: The Brand and theoretical aspects, Branding, Consumer behavior, Lovemark, Fan and a brief history about Hot Wheels. Based on literature, works by authors such as: Kevin Roberts, Lovemarks: The future beyond brands (2005), Philip Kotler: Marketing 3.0: The forces that are defining the new human-centered marketing (2010), Scott Robinette: Marketing Emotional (2002) and David Aaker: Marketing research (1995). The methodology used is qualitative in nature in the format of convenience sampling through a questionnaire applied in a social network. As the main results of this research, it can be stated that most of these consumers are aware of the history of the brand, are always up to date and aware of the models of strollers manufactured and launched on the market by Hot Wheels. These are consumers who call themselves Hot Wheels fans. [resumo fornecido pelo autor]