O marketing de experiência como fortalecedor de marca: um estudo de caso da Casa da Ovelha

Abstract

As a result of high competition, consumers are increasingly demanding in relation to the consumption of products and services; and experience marketing becomes an essential tool for brands in the pursuit of seduction, engagement and customer loyalty. Therefore, this research aims to understand how experience marketing was used to strengthen the brand pillars at Casa da Ovelha. The literature review addresses the experience marketing, through the models of Pine and Gilmore (1998) and Schmitt (2002), the dimensions of brand experience, the model of Brakus, Schmitt and Zarantonello (2009) and the pillars of a strong brand defended by Keller and Machado (2006). To support this study, a qualitative research strategy of a descriptive nature was used, through a case study, using the technique of participatory observation and support tools, such as records on the Google, Facebook and TripAdvisor platforms. The study shows how experience marketing relates to the pillars of a strong brand: brand prominence is connected to identification; performance to action; the images associated with the brand with emotions and feelings; judgments about brand to thought; the feeling or sensations with the sensations, emotions and senses and the brand resonance is related to the emotion and identification. This reinforces the use of experience marketing as a brand strengthening tool. [resumo fornecido pelo autor]