A contribuição do engajamento de stakeholders para a construção da marca

Abstract

This research sought to understand how stakeholder engagement contributes to a company's brand equity. To this end, the study was based on theories regarding stakeholders, brand building, and the relationship between the two. Eight interviews were conducted with executives whose roles are related to the company's brand or strategy areas. It was found that stakeholder engagement contributes to brand equity through the interactions between the company and various groups, such as consumers, the community, government, NGOs, competitors, media, consultants, suppliers, employees, and managers. These interactions can positively or negatively impact brand equity, depending on the quality of the relationships and the intensity of stakeholder participation in the company's strategic objectives. The most engaged stakeholders in brand value building are suppliers, consultants, employees, and consumers. At a secondary level, shareholders, NGOs, media, government, society, competitors, and academia can also be listed. This research contributes to the theory in two ways: first, by demonstrating how brand equity can be influenced by the way the company interacts with stakeholders; second, by enriching Stakeholder Theory by identifying engagement forms from the perspective of brand value creation. Additionally, it offers practical contributions to managers, particularly those involved in marketing, strategy, and branding, by providing guidance on strengthening brand equity through increased stakeholder engagement. The research also enables managers from other areas to identify processes and activities within their functions that contribute to brand building and stakeholder engagement.