Entre Caprichoso e Garantido: a influência da identidade social nas marcas patrocinadoras do Festival Folclórico de Parintins

Abstract

This study aims to understand how the cultural adaptation strategies of the sponsoring brands of the Parintins Folklore Festival are perceived by consumers in relation to their social identities and how these perceptions influence their attitudes towards the brands. Using a qualitative and exploratory approach, interviews were conducted with ten fans of one of the bumbás (Caprichoso or Garantido), with in-depth knowledge of the Parintins Folklore Festival and who have already had contact with the event's sponsoring brands. The data was analyzed using the IRAMUTEQ software (Interface de R pour les Analyses Multidimensionnelles de Textes et de Questionnaires) and submitted to content analysis, allowing the identification of five thematic classes that explore cultural, social and commercial dimensions related to the festival and the social identities of the fans. The results highlight the relevance of cultural adaptation strategies to strengthen the connection between brands and consumers. These findings contribute to broadening the theoretical and practical discussion on the relationship between social identity, consumer attitudes and the impact on marketing strategies.