%0 Journal Article
%T O Estilo de Vida e a Experi那ncia: aspectos da marca no entendimento dos seus usu芍rios Lifestyle and Experience: brand aspects in the view of the users El Estilo de Vida y la Experiencia: aspectos de la marca seg迆n el criterio de sus usuarios
%A SCHARF
%A Edson Roberto
%J Revista Brasileira de Gestˋo de Neg車cios
%D 2011
%I Funda??o Escola de Com谷rcio ?lvares Penteado
%X RESUMO O marketing tradicional n o reflete a complexidade do consumidor moderno, sendo necess芍rio agregar valor experiencial ao cliente. O conceito do marketing experiencial foi o agente motivador deste estudo. O objetivo principal deste trabalho 谷 investigar a experi那ncia proporcionada por determinada marca junto aos participantes de uma associa  o formal denominada PHD (Propriet芍rios de Harley-Davidson), no estado de Santa Catarina. Com car芍ter descritivo, a pesquisa adotou question芍rio on-line baseado em aspectos discutidos por Schouten e McAlexander (1995), particularmente a influ那ncia na compra, a importancia de determinados atributos e o viver o estilo da marca. Os resultados apontaram para o entendimento de que a marca fornece uma experi那ncia h赤brida, baseada principalmente nas dimens es sensoriais e de identifica  o. Como conclus o, os consumidores da marca Harley-Davidson ※vivem§ o estilo de vida por meio das experi那ncias que a marca e o uso dos seus produtos proporcionam, especificamente os eventos patrocinados e o som do motor. Contr芍rio 角 literatura, no entanto, as tatuagens e os filmes t那m baixa importancia para vivenciar o estilo de vida Harley-Davidson. ABSTRACT The traditional marketing does not reflect the complexity of the modern consumer, being necessary to add experiential value to the customer. The concept of experiential marketing was the motivator in this study. The main objective of this study is to investigate the experience provided by a particular brand with the participants of a formal association called PHD (Owners of Harley-Davidson), in the state of Santa Catarina. With descriptive character, the research has adopted an online questionnaire based on issues raised by Schouten and McAlexander (1995): the influence on the purchase, the importance of specific attributes as well as the brand living style. The results have pointed to the understanding that the brand provides a hybrid experience, based largely on the identification and sensory dimensions. In conclusion, consumers of Harley-Davidson "live" the lifestyle through the experiences that the brand and the use of its products provide, specifically the sponsored events and the sound of the engine. Contrary to the literature, however, tattoos and movies have little importance to experience the lifestyle of Harley-Davidson. RESUMEN Como el marketing tradicional no expresa la complejidad del consumidor moderno, es necesario agregar valor experiencial al cliente. El concepto de marketing experiencial fue el elemento motivador de este estudio. Este trabajo tiene como objetivo p
%K Marketing
%K Marketing de experi那ncia
%K Experi那ncia
%K Estilo de vida Harley-Davidson
%K Vantagem competitiva sustent芍vel Marketing
%K Experiential marketing
%K Experience
%K Harley-Davidson lifestyle
%K Sustainable competitive advantage Marketing
%K Marketing experiencial
%K Experiencia
%K Estilo de vida Harley-Davidson
%K Ventaja competitiva sostenible""> Marketing
%K Marketing de experi那ncia
%K Experi那ncia
%K Estilo de vida Harley-Davidson
%K Vantagem competitiva sustent芍vel Marketing
%K Experiential marketing
%K Experie
%U http://200.169.97.104/seer/index.php/RBGN/article/view/700/714