Brand's image perceptions during crisis: Brazil versus Portugal on COVID-19
| Autor: | Luisa Lopes, Lara Santos, Salete Esteves |
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| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Repositório Científico de Acesso Aberto de Portugal Repositório Científico de Acesso Aberto de Portugal (RCAAP) instacron:RCAAP |
| Popis: | The future will no longer be like the past as the world witnesses constant changes that affect people’s everyday life. In fact, with the outbreak of the COVID-19 pandemic, organizations were challenged to adapt their business to the changes, and brands were forced to quickly manage their business to survive and be connected to the new world. Several approaches were carried on using different communication strategies. This research intends to investigate public perceptions about brands' actions and communication during the pandemic, trying to understand how the different approaches toward the crisis were perceived among the target audiences. This process is related to the participation of brands in the discursive phenomenon “we are together”, the hashtag #vaificartudobem (everything will be fine), or “stay home”, and how their audiences react to it. An exploratory, comparative, and cross-border (Brazil versus Portugal) empirical study is developed, though a quantitative method, applying a survey, territorially based on Portugal, in April and May 2020. The results of this study suggest that brands’ presence and participation have real benefits as their actions are recognized by public opinion (in Brazil and Portugal). Brazilian audiences consider it more important for brands to be present in critical moments such as the current one and to promote the public’s awareness and consciousness. Female respondents believe that brands that embraced the cause and promoted social isolation, improve their image. This sample also recognizes differences in brands and communication changes, during COVID-19, and finds it important that brands embrace the cause and promote social isolation, in order to improve their image. info:eu-repo/semantics/publishedVersion |
| Databáze: | OpenAIRE |
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