Publicação
Como o branding das marcas de camiões afeta a decisão do comprador
| Resumo: | Nowadays, brand image is a crucial and impactful factor in the competitiveness of companies. It constitutes a fundamental strategic asset for companies, as it influences consumer perception, reinforces their identity in the market and contributes to the creation of value and loyalty of the target audience. The general objective of the study is to evaluate whether the brand image of trucks has an impact on the decision-making process of purchasing trucks by the transporter, as well as to understand the main factors that affect this decision. The research is based on a quantitative approach, the population under study are Portuguese companies that transport goods by land. The instrument used for data collection was the questionnaire survey. The results show that brand image and advertising investment, although they have some influence, are not the main factors in the decision to purchase trucks. Brand loyalty, when present, is associated with a greater willingness to pay premium prices, but this loyalty appears to be built on functional and operational factors rather than symbolic attributes. The study is exploratory and relevant in terms of the freight transport sector in Portugal, contributing useful information for businesspeople in the sector with learning about the habits and decision-making factors for purchasing new transport equipment in these companies. |
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| Autores principais: | Pinheiro, Rodrigo Furtado |
| Assunto: | Brand image Branding Imagem de marca Road freight Transporte de mercadorias Truck sales Vendas de camiões |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | português |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | Nowadays, brand image is a crucial and impactful factor in the competitiveness of companies. It constitutes a fundamental strategic asset for companies, as it influences consumer perception, reinforces their identity in the market and contributes to the creation of value and loyalty of the target audience. The general objective of the study is to evaluate whether the brand image of trucks has an impact on the decision-making process of purchasing trucks by the transporter, as well as to understand the main factors that affect this decision. The research is based on a quantitative approach, the population under study are Portuguese companies that transport goods by land. The instrument used for data collection was the questionnaire survey. The results show that brand image and advertising investment, although they have some influence, are not the main factors in the decision to purchase trucks. Brand loyalty, when present, is associated with a greater willingness to pay premium prices, but this loyalty appears to be built on functional and operational factors rather than symbolic attributes. The study is exploratory and relevant in terms of the freight transport sector in Portugal, contributing useful information for businesspeople in the sector with learning about the habits and decision-making factors for purchasing new transport equipment in these companies. |
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