A personalização exclusiva do brinde impacta na percepção da marca? Um estudo de caso dos clientes da Lextok Presentes & Brindes

Resumo

The objective of this research is to analyze the impacts of unique personalization in products intended for corporate gifts and understand the relevance of this attribute in the perception of value, personalization in marketing and loyalty between the giver and the receiver of the gift. This research used as a study model, the technique used by Pizzetti and Gibbert (2018), with exploratory research methodology and in-depth interviews, and a direct approach, based on small samples that provide insights and understanding of the context of the problem (Malhotra, 2010). To conduct this study, members were selected (donor and receiver) of three companies that have acquired, in the last three years, exclusive corporate gifts from the company Lextok presentes & brindes, in the district of Moema, São Paulo. Through the analysis of the interview results, it was possible to prove that the perception of value is impacted by the exclusive personalization, due to the cognitive effect of the receiver, who, when receiving the gift with enhanced attributes in the product, with his/her profile or characteristics that refer to his/her individuality, values the gift as a unique and special gift because he/she feels exclusive. Factors such as the usefulness and quality of the product proved to be important for the appreciation of the recipients, where the results show that they are increasingly aware and adept at sustainability practices for the preservation of nature, and this attribute of exclusivity added to the product, contributes to the identification and standardization of utilities in the corporate environment. In this context, it was possible to perceive that exclusive personalization satisfies the preference of the recipients for its capacity of expression. The symbolism in personalized gifts as seen in literature, could also be evidenced in this research, by the reference to the individual through his or her own name, suggesting that they be are added to the personalization along with the company logo, in corporate gifts, as a way of expressing recognition, partnership and exclusivity, between the giver and the receiver in marketing actions, in addition to being discovered through the findings, a new category - exclusive gift delivery experience, to motivate the donor's remembrance, whenever the receiver will use the gift. The contribution of this research is due to the fact that it is the first study on the impact of corporate gifts and the availability to small and medium enterprises that make up the profile of most companies in Brazil, to acquire greater competitiveness in the face of competition through the application of scientific data.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/30736

Palavras-chave

Corporate giftsExclusive corporate giftsExclusive personalizationValue perceptionPersonalization in marketingBrindes corporativosBrindes corporativos exclusivosPersonalização exclusivaPercepção de valorPersonalização em marketingAdministração de empresasPresentesClientes - ContatosMarca de produtosMarketingComportamento do consumidor