Entre Caprichoso e Garantido: a influência da identidade social nas marcas patrocinadoras do Festival Folclórico de Parintins
This study aims to understand how the cultural adaptation strategies of the sponsoring brands of the Parintins Folklore Festival are perceived by consumers in relation to their social identities and how these perceptions influence their attitudes towards the brands. Using a qualitative and explor...
| Autor principal: | Silva, Kallyne Sthefany Moreira da |
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| Grau: | Artigo |
| Idioma: | por |
| Publicado em: |
Brasil
2024
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| Assuntos: | |
| Acesso em linha: |
http://riu.ufam.edu.br/handle/prefix/8400 |
| Resumo: |
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This study aims to understand how the cultural adaptation strategies of the
sponsoring brands of the Parintins Folklore Festival are perceived by consumers
in relation to their social identities and how these perceptions influence their
attitudes towards the brands. Using a qualitative and exploratory approach,
interviews were conducted with ten fans of one of the bumbás (Caprichoso or
Garantido), with in-depth knowledge of the Parintins Folklore Festival and who
have already had contact with the event's sponsoring brands. The data was
analyzed using the IRAMUTEQ software (Interface de R pour les Analyses
Multidimensionnelles de Textes et de Questionnaires) and submitted to content
analysis, allowing the identification of five thematic classes that explore cultural,
social and commercial dimensions related to the festival and the social identities
of the fans. The results highlight the relevance of cultural adaptation strategies to
strengthen the connection between brands and consumers. These findings
contribute to broadening the theoretical and practical discussion on the
relationship between social identity, consumer attitudes and the impact on
marketing strategies. |