Rituais de consumo e o fetiche da marca: uma manifestação privilegiada de vínculo emocional

• Ano de defesa: 2011
• Autor(a) principal: Milanez, Stela Maris
• Orientador(a): Rodriguez, Maria Clotilde Perez
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Ritual de consumo; Consumo; Fetiche
• Palavras-chave em Inglês: Ritual consumption; Consumption; Fetish
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1003

This dissertation aimed to increase awareness of the cultural meaning of consumer goods, centering the analysis on a research subject whose rituals of consumption and the emotional bond established with the marks are not unconventional. Supported by a method of ethnographic research, this study sought to understand the meaning of brands, particularly the Condensed Milk Girl in the life of the subject analyzed. In relation to the structure theory, first presented and explained the dynamics of consumer society so that they can understand consumer behavior derived by it. Then perform a theoretical review of the issue of cultural meanings of consumer goods, the movement model of meanings, making the connection between this theory and the research subject. In the second chapter was discussed on the brand concept, its expressiveness and its link with the senses. In the third chapter there was a need to study the Nestlé company, its history and rescued by analyzing the expression of the brand Miss, so exalted by the subject of this research. The last chapter was responsible for bringing the whole discussion of the results of research and analysis of the subject, were described and analyzed the rituals of consumption according to McCracken (2010) and how these were incorporated into the life of the study subject. The discussion about the materialization and fetishistic manifestation of emotional ties researched the subject with the brand were also found in this chapter. As a contribution to marketing, this work brings an addition to the research of cultural meanings of consumer goods and also about the rituals of consumption, because this issue needs further research and a theory. Finally, the study of this subject was an interesting example of ritual in our society, is also presented as an interesting area of study of Social Sciences