El impacto del rebranding de Jaguar en la percepción del consumidor
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https://doi.org/10.11606/issn.1984-5057.v17i2e243595Palabras clave:
estrategia, Jaguar, motivaciones, percepción del consumidor, rebrandingResumen
El presente estudio tiene como objetivo principal profundizar en el conocimiento del rebranding de la marca Jaguar y comprender de qué manera los recientes cambios realizados en su identidad han influido en la percepción de los consumidores. Para ello, se planteó la siguiente pregunta de investigación: ¿Cuál es la percepción de los consumidores sobre el rebranding de Jaguar? Para responderla, los autores partieron de una revisión bibliográfica sobre la temática en análisis y, posteriormente, aplicaron una encuesta en línea, obteniendo 255 respuestas validadas. A partir de los resultados obtenidos, fue posible constatar que el rebranding de Jaguar no tuvo un impacto significativo en la percepción de la mayoría de los encuestados, especialmente en lo que respecta a la visibilidad, la reputación y la intención de compra. No obstante, el estudio abre la discusión hacia debates más amplios sobre el impacto del rebranding en la percepción de las marcas y promueve la reflexión acerca de los desafíos que enfrentan las marcas tradicionales en sus procesos de reposicionamiento.
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Derechos de autor 2025 Fabiana Cabeça, Alexandre Duarte
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