Análise da imagem de preço de produto ou marca endossado por celebridade na estratégia de comunicação de marketing – caso de estudo MEREC Industries SA

Abstract

Celebrity endorsements in promoting products and services is a common strategy in organizations. It is important to understand this process and the effect generated by the endorser in relation to the price image. This study aims to analyze the price image of products and brands endorsed by the celebrity in the communication and marketing strategy. To this end, a case study of MEREC Industries SA was carried out, where the effect of the singer Mr. Bow in product advertisements from the same institution. For this, the methods of bibliographical research, documentary research and field research were used. The research was exploratory, applied in nature and with a qualitative and quantitative approach, where a questionnaire was administered to a sample of 100 respondents. It was concluded from the study that the image of a celebrity, in addition to transmitting confidence and credibility in the purchasing attitude, Mr. Bow sends the message that the MEREC products he endorses are quality and at a low price. This study is of great importance to me as it allows us to deepen our knowledge about the endorsement of products and brands by celebrities, it will also contribute to the debate on the topic in the academic world and may contribute to the development of literature at a national level. The relevance of this research also lies in being used as a possible business-level consultation material, as it is expected that it can help organizations to learn more about the results of this marketing strategy.