O IMPACTO DO VALOR DA MARCA DE PRODUTO-LUGAR NO VALOR DA MARCA DE DESTINO: ANTECEDENTES E CONSEQUENTES

Cid  Gonçalves Filho; Raphaela Fabri  Ribeiro

Autores

Cid Gonçalves Filho Universidade FUMEC (FUMEC)
Raphaela Fabri Ribeiro Universidade FUMEC (FUMEC)

Palavras-chave:

marca destino, marca produto-lugar, brand equity, place branding, personalidade da marca, propósito da marca

Resumo

Este estudo examina a influência da marca de produto-lugar no valor da marca de destino, focando especificamente no queijo da Serra da Canastra e seu impacto no turismo local. O objetivo principal foi propor um modelo para analisar como o brand equity do queijo da Canastra afeta o brand equity do destino turístico, considerando o propósito, a personalidade e a auto congruência como antecedentes. A metodologia adotada foi uma pesquisa descritiva quantitativa, envolvendo 334 consumidores adultos de queijos artesanais da Serra da Canastra e outros produtos alimentícios artesanais premium de Minas Gerais, distribuídos por todo o território brasileiro. Os resultados revelaram três achados significativos. Primeiramente, constatou-se uma forte influência do valor da marca do produto-lugar no valor da marca do destino. Em segundo lugar, observou-se que o propósito da marca teve um impacto substancial no valor da marca do produto-lugar, enquanto a personalidade da marca não demonstrou influência significativa. Por fim, a análise indicou que a auto congruência do self real com o produto-lugar impacta positivamente o valor da marca do destino. Esses achados têm implicações práticas para a promoção de destinos turísticos através de produtos-lugar e sugerem direções para futuras pesquisas sobre a interação entre marcas de produtos e lugares.

Biografia do Autor

Cid Gonçalves Filho, Universidade FUMEC (FUMEC)

Professor do Programa de Doutorado e Mestrado em Administração da Universidade FUMEC (FUMEC)

Raphaela Fabri Ribeiro, Universidade FUMEC (FUMEC)

Discente do Programa de Doutorado e Mestrado em Administração da Universidade FUMEC (FUMEC)

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