A relação entre personalidade de marca e engajamento em ações sociais

Abstract

This study had as its main objective to describe the brand personality perceived in relation to the Prefs, Prefeitura de Curitiba’s page on Facebook, and verify the relation of perceived personality with the intention to participate in social actions and the satisfaction with the city Hall. This study was based on the dimensions of brand personality identified in Karlan M. Muniz (2005) study. The research was conducted through a quantitative research with Field survey via the Internet. This step sought to identify how the brand personality is perceived by the users of Facebook. Obtained results in the identification of four dimensions: (1) Fun, (2) Credibility, (3) Sensibility and Sofistication and (4)Audacity. Still, the research sought to identify the relation of brand personality on behavioral intention to participate in social activities promoted by the brand and the relation of brand personality on the level of satisfaction with the Prefeitura de Curitiba.In both analyzes, it was verified that the group of the four dimensions of the Prefs brand personality had a small significance on the intention of participating in social actions and satisfaction. Separately, the Credibility dimension was significant to influence the intention to participate in social actions, as well as satisfaction with the Prefeitura de Curitiba.