Como avaliar Estratégias de Co-branding – Estudo de Caso EDP Continente

Diana Santos, Susana Costa e Silva, Joana César Machado

Abstract


Objetivo – O objetivo deste artigo é examinar quais os fatores a acautelar na avaliação de uma estratégia de co-branding, com aplicação ao caso particular do Plano EDP Continente.

Desenho/metodologia/abordagem – O método usado foi o estudo de caso. No âmbito da pesquisa primária, aplicou-se uma conjugação de métodos de pesquisa - quantitativos (questionário administrado aos consumidores em geral) e qualitativos (realização de entrevistas com as empresas envolvidas e com uma dezena de consumidores (aderentes e não aderentes) e líderes de opinião ao Plano EDP Continente -, sendo a amostra não probabilística por conveniência.

Resultados – O valor percebido das marcas envolvidas numa estratégia de co-branding e a familiaridade dos consumidores com essas marcas são considerados os principais critérios de avaliação deste tipo de estratégia, sendo o fit percebido entre as marcas envolvidas também importante. Todavia, contrariamente ao expectável, os líderes de opinião poderão não ter tanta influência conforme esperado na dita avaliação. Em todo o caso, é crucial ter parâmetros para avaliação da campanha, quer antes desta ter lugar, quer durante e depois de encerrada.

Limitações/implicações – Impossibilidade de analisar os efeitos da campanha ainda antes de ela ter tido lugar e durante a sua implementação.

Originalidade – Para além de raros os estudos sobre estratégias de co-branding, menos frequentes ainda são as análises à eficácia destas estratégias. Estes aspetos são cobertos neste estudo que permitiu concluir quais os parâmetros mais importantes na avaliação de uma opção estratégica desta natureza.

Palavras-chave: Co-branding, Marca, Colaboração, EDP, Continente, Portugal.


Full Text:

PDF

References


Aaker, D. 1995. Strategic Market Management, New York: John Wiley and Sons.

Aaker, D. 1996. “Measuring Brand Equity Across Products and Markets”, California Management Review, Vol.38, No.3.

Aaker, D. 2003. “The Power of the Branded Differentiator”, MIT Sloan Management Review, Vol. 45, No. 1.

Aaker, D. e Biel, A. 1993. Brand Equity & Advertising: Advertising’s Role in Building Strong Brands, Lawrence Erlbaum Associates, Inc., Publishers, New Jersey.

Aaker, D. e Keller, K. 1990. “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol. 54, No.1, pp. 27-41.

Abbo, M. 2005. “An Exploratory Study on the Impact of Two Ingredient Branding Strategies on the Host Brand”, Cahier de Recherche nº4.

Abratt, R. e Motlana, P. 2002. Managing co-branding strategies: Global brands into local markets, Business Horizons.

Aghdaie, S., Dolatabadi, H. e Aliabadi, V. 2012. “An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers’ Evaluations of Brand Alliance”, International Journal of Marketing Studies, Vol. 4, No. 2.

Askegaard, S. e Bengtsson, A. 2005. “When Hershey met Betty: love, lust and co-branding”, The Journal of Product and Brand Management; 14, 4/5; ABI/INFORM Complete pg. 322.

Balmer, J. 2001. “Corporate identity, corporate branding and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35 No. 3/4, pp.248-291.

Balmer, J. e Greyser, S. 2006. “Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation”, European Journal of Marketing, Vol. 40 Iss: 7 pp. 730-741.

Barger, N. et al. 2002. “Brand Alliances”, Consumer Behavior Marketing 854.

Bengtsson, A. e Servais, P. 2005. “Co-branding on industrial markets”, Industrial Marketing Management, 34, 706-713.

Bettman, J. e Sujan, M. 1987. “Effects of Framing on Evaluation of Comparable and Noncamparable Alternatives by Expert and Novice Consumers”, Journal of Consumer Research, Inc., Vol. 14, No. 2, pp. 141-154.

Blackett, T. e Boad, B. 1999. Co-branding: The Science of Alliance, MacMillan Business Press, Ltd, London.

Bliss, M. 1996. “Co-branding in Europe”, International Journal of Bank Marketing. Vol. 14 Iss: 6 pp. 36-40.

Boone, J. 1997. “Hotel-restaurant co-branding - a preliminary study”, Cornell Hotel and Restaurant Administration Quarterly; 38, 5; ABI/INFORM Complete pp. 34.

Brikci, N. e Green, J. 2007. A Guide to using qualitative research methodology, Research Unit, London School of Hygiene and Tropical Medicine.

Broniarczyk, S. e Alba, J. 1994. “The Importance of the Brand in Brand Extension”, Journal of Marketing Research, Vol. XXXI, 214-228.

Bucklin, L. e Sengupta, S. 1993. “Organizing Successful Co-Marketing Alliances”, Journal of Marketing, Vol. 57, No. 2, pp.32-46.

Cevil, E. 2007. “Líder de Opinião”. In Gadini, S. e Voitowicz, K. 2007. Noções básicas de folkcomunicação: uma introdução aos principais termos, conceitos e expressões: 39-43. Editora UEPG, Ponta Grossa.

Chang, Wei-Lun 2009. “Roadmap of Co-branding Positions and Strategies”, The Journal of American Academy of Business, Cambridge, Vol.15, No. 1.

Chang, Wei-Lun 2010. “A Taxonomy Model for a Strategic Co-branding Position”, The Journal of American Academy of Business, Cambridge, Vo. 16, No. 1.

Cornelis, P. 2010. “Effects of co-branding in the theme park industry: a preliminary study”, International Journal of Contemporary Hospitality Management, Vol. 22 No. 6, pp. 775-796.

Creswell, J. et al. 2007. “Qualitative Research Designs: Selection and Implementation”, The Counseling Psychologist, Vol. 35 No. 2, 236-264.

d’ Astous, A., Colbert, F. e Fournier, M. 2007. “An experimental investigation of the use of brand extension and co-branding strategies in the arts”, Journal of Services Marketing. 21/4 231-240.

de Chernatony 1999. “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, 15:1-3, 157-179.

De Wulf, K. et al. 2005. “Consumer perceptions of store brands versus national brands”, Journal of Consumer Marketing, Vol. 22 Iss: 4 pp. 223-232.

Dickinson, S. e Barker, A. 2006. “Evaluations of branding alliances between non-profit and commercial brand partners: the transfer of affect”, International Journal of Nonprofit and Voluntary Sector Marketing, Int. J. Nonprofit Volunt. Sect. Mark. 12: 75-89.

Dickinson, S. e Heath, T. 2008. “Cooperative Brand Alliances: How to Generate Positive Evaluations”, Australasian Marketing Journal, 16(2).

Dooley, L. 2002. “Case Study Research and Theory Building“, Advances in Developing Human Resources, Vol.4, No. 3, 335-354.

Elyas, S. e Mohamed, Y. 2013. “Brand Alliance, a Strategy to Enter New Markets and a Tool for Positioning”, Journal of Knowledge Management, Economics and Information Technology.

Erdem, T. e Swait, J. 2004. “Brand Credibility, Brand Consideration, and Choice“, Journal of Consumer Research, Inc., Vol. 31.

Erdem, T., Swait, J. e Louviere, J. 2002. “The impact of brand credibility on consumer price sensitivity”, International Journal of Research in Marketing.

Erdem, T., Swait, J. e Valenzuela, A. 2006. “Brand as Signals: A Cross-Country Validation Study”, Journal of Marketing, Vol. 70, No. 1, pp. 34-39.

Fazio, R. 1986. “How Do Attitudes Guide Behavior?” In Sorrentino, R. e Higgins, E., Handbook of Motivation & Cognition: Foundations of Social Behavior: 204-243. The Guildford Press, New York.

Galizzi, G., Venturini, L. e Boccaletti, S. 1997. “Vertical Relationships and Dual Branding Strategies in the Italian Food Industry”, Agribusiness. Vol. 13, No. 2, 185-195.

Geylani, T., Inman, J. e Hofstede, F. 2008. “Image Reinforcement or Impairment: The Effects of Co-branding on Attribute Uncertainty”, Marketing Science, 27, 4; ABI INFORM Complete.

Gill, J. e Johson, P. 2002. “Research Methods for Managers”, 3rd Edition. SAGE Publications, London.

Grossman, R. 1997. “Co-branding in advertising: developing effective associations”, Journal of Product & Brand Management, Vol. 6 Iss:3 pp. 191-201.

Gudmundsson, S. 1999. “Airline alliances: consumer and policy issues”, European Business Journal.

Gulati, R. 1998. “Alliances and Networks”, Strategic Management Journal. Vol. 19, 293-317.

Hariff, S. e Rowley, J. 2011. “Branding of UK public libraries”, Library Management, Vol. 32, No. 4/5, pp. 346-360.

Hart, C. 1998. Doing a Literature Review, SAGE Publications Inc., California.

He, Hong-Wei e Balmer, J. 2006. “Alliance brands: Building corporate brands through strategic alliances?”, Brand Management, Vol. 13, No. 4/5, 242-256.

Helmig, B., Huber, J. A., e Leeflang, P. 2007. “Explaining behavioral intensions toward co-branded products”, Journal of Marketing Management, 23:3-4, 285-304.

Helmig, B., Huber J. e Leeflang, P. 2008. Co-branding: The State of the Art sbr 60 October 2008 359-377.

Hollensen, S. 2011. Global marketing - a decision-oriented approach, FT Prentice Hall, Essex.

Holt, D. 2003. Brands and Branding, Harvard Business School.

Hultman, C. 2002. “Co-branding: The Science of Alliance”, European Journal of Marketing; 36, 11/12; ABI/INFORM Complete.

James, D. 2005. “Guilty through association: brand association transfer to brand alliances”, Journal of Consumer Marketing, Vol. 22 Iss:1 pp. 14-24.

Jevons, C., Gabbott, M. e Chernatony, L. 2005. “Customer and brand manager perspectives on brand relationships: a conceptual framework”, The Journal of Product and Brand Management, 14,4/5, ABI/INFORM Complete.

Kahuni, A., Rowley, J. e Binsardi, A. 2009. “Guilty by Association: Image ‘Spill-over’ in Corporate Co-branding”, Corporate Reputation Review, Vol. 12, No. 1, pp. 52-63, Palgrave Macmillan, 1363-3589.

Keller, K. e Lehmann, D. 2006. “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, 25(6), pp. 740-759.

King, N. 1994. “The Qualitative Research Interview” – In Qualitative methods in organizational research: A practical guide. SAGE Publications, 253 pp., London.

Kippenberger, T. 2000. “Co-branding as a new competitive weapon”, The Antidote, Vol. 5 Iss: 6 pp. 12-15.

Kotler, P. et al. 2009. Marketing Management, 1st European Edition. Pearson Prentice Hall, Essex.

Kumar, P. 2005. “The impact of cobranding on customer evaluation of brand counterextensions”, International Retail and Marketing Review.

Lencastre, P. e Côrte-Real, A. 2009. Teoria Semiótica contra a Branding Myopia: Um Modelo Integrado para a Construção, Análise e Gestão da Marca. Pensam. Real., Ano XII – v.24, n. 2/2009.

Leuthesser, L., Kohli, C. e Suri, R. 2003. “2 + 2 = 5? A framework for using co-branding to leverage a brand”, Journal of Brand Management. 11, 2; ABI/INFORM Complete, pg. 35.

Levin, I. e Levin, A. 2000. “Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations”, Journal of Consumer Psychology, 9(1), 43-52.

Motion, J., Leitch S. e Brodie, R. J. 2003. “Equity in corporate co-branding – The case of adidas and the All Blacks”, European Journal of Marketing. Vol. 37 No. 7/8, 2003, pp. 1080-1094.

Mozzato, A. e Grzybovski, D. 2011. “Análise de Conteúdo como Técnica de Análise de Dados Qualitativos no Campo da Administração: Potencial e Desafios”, RAC, Curitiba, v. 15, n. 4, pp. 731-747.

Neale, P., Thapa, S. e Boyce, C. 2006. “Preparing a case study: a guide for conducting a case study for evaluation input”, Pathfinder International.

Neuman, W. 2003. Social research methods (5th ed.). Pearson Education Inc., Essex Patton, M. e Cochran, M. 2002. “A Guide to Using Qualitative Research Methodology”. Medicins Sans Frontieres.

Pittard, N., Ewing, M. e Jevons, C. 2007. "Aesthetic theory and logo design: examining consumer response to proportion across cultures”, International Marketing Review, Vol. 24 No. 4, Emerald Group Publishing Limited.

Prince, M. e Davies, M. 2002. Co-branding partners: What do they see in each other?

Rao, A. e Ruekert, R. 1994. “Brand Alliances as Signals of Product Quality”, Sloan Management Review, Cambrigde.

Rao, A., Qu, L. e Ruekert, W. 1999. “Signaling Unobservable Product Quality through a Brand Ally”, Journal of Marketing Research, Vol. 36, No. 2, pp. 258-268.

Rodrigue, C. e Biswas A. 2004. “Brand alliance dependency and exclusivity: an empirical investigation”, Journal of Product & Brand Management, Vol. 13 Iss:7 pp. 477-487.

Rooney, J. 1995. “Branding: a trend for today and tomorrow”, Journal of Product & Brand Management, Vol. 4 Iss: 4 pp. 48-55.

Ruth, J. e Simonin, B. 2003. “Brought to you by brand A and brand B”, Journal of Advertising, Vol.32, No.3, pp. 19-30.

Sandelowski, M. 2000. “Combining Qualitative and Quantitative Sampling, Data Collection, and Analysis Techniques in Mixed-Method Studies”, Research in Nursing & Health, 23, 246-255.

Schramm, W. 1971. “Notes on Case Studies of Instructional Media Projects”. Stanford University, California Institute for Communication Research, Working paper for Academy of Educational Development, Washington DC.

Seno, D. e Lukas, B. 2007. “The equity effect of product endorsement by celebrities - A conceptual framework from a co-branding perspective”, European Journal of Marketing. Vol. 41 No. 1/2 pp. 121-134, Emerald Group Publishing Limited.

Simonin, B. e Ruth, J. 1998. “Is a Company Known by the Company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes”, Journal of Marketing Research, Vol. XXXV, 30-42.

Ueltschy, L. e Laroche, M. (?). “Co-branding Internationally: Everyone Wins?”, Journal of Applied Business Research. Vol. 20, No.3.

Vaidyananthan, R. e Aggarwal, P. 2000. “Strategic brand alliances: implications of ingredient branding for national and private label brands”, Journal of Product & Brand Management, Vol. 9, Iss: 4 pp. 214-228.

Voss, K. e Gammoh, B. 2004. “Building Brands through Brand Alliances: Does a Second Ally Help?”, Marketing Letters, 15:2-3, 147-159.

Wakeam, J. 2003. “The five factors of a strategic alliance”, Ivey Business Journal.

Warnaby, G. e Bennison, D. 2006. “Reciprocal urban place marketing and co-branding? Retail applications”. Place Branding. Vol. 2, 4, 297-310, Palgrave Macmillian Ltd.

Washburn, J., Till, B. e Priluck, R. 2000. “Co-branding: brand equity and trial effects”, Journal of Consumer Marketing, Vol. 17 Iss:7 pp. 591-604.

Washburn, J., Till, B. e Priluck, R. 2004. “Brand Alliance and Customer-Based Brand-Equity Effects”, Wiley Periodicals, Psychology and Marketing, Vol. 21(7): 487-508.

Washburn, J.H. and Plank, R.E. 2002. “Measuring brand equity: An evaluation of a consumer-based brand equity scale”, Journal of Marketing Theory and Practice.

Yin, R. 2009. Case Study Research (4th ed.). SAGE Publications Inc., London.




ISSN 2183-5594

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI