O papel das comunicações integradas de marketing no valor de uma marca: uma abordagem exploratória

• Cristiana Rodrigues Molho ^[1] ; Bruno Barbosa Sousa ^[1] ; Estela Vilhena ^[1]
  1. [1] Instituto Politécnico do Cávado e do Ave

     Instituto Politécnico do Cávado e do Ave

     Arcozelo, Portugal

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 206-218
• Idioma: portugués
• Títulos paralelos:
  • The role of integrated marketing communications in brand equity: an exploratory approach
• Enlaces
  • Texto Completo Ejemplar
• Resumen
  • English

    Technological evolution has offered valuable opportunities for brands to communicate with the target audience, enhancing the brand equity. This challenges the effectiveness of traditional communication, so it is important to understand the role that different communication options play in the interaction between the brand and its consumers. Using an exploratory bibliographic analysis, it was possible to realize that traditional and digital communication options can play important complementary and synergistic roles for various brand equity objectives, which emphasizes the importance of adopting integrated communication strategies.

  • português

    A evolução tecnológica ofereceu oportunidades valiosas para as marcas comunicarem com o público-alvo, potenciando o valor da marca. Ora, isto desafia a eficácia da comunicação tradicional, pelo que se torna importante perceber qual o papel que as diferentes opções de comunicação assumem na interação entre a marca e os seus consumidores. Recorrendo a uma análise bibliográfica exploratória, foi possível perceber que as opções de comunicação tradicionais e digitais podem assumir papéis importantes complementares e sinérgicos para vários objetivos de valor da marca, o que enfatiza a importância da adoção de estratégias de comunicação integrada.

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