The Theory of Attachment in Contexts of Public and Social Marketing: Study of the Program “Portugal Sou Eu”

The brand has an identifying function since it allows to differentiate the products and/or services existing in the market, through a name, term, sign, and symbol, or a combination of all these elements. The identity of the brand can be adapted according to the needs and desires of its target audience, in order to foster recognition and create an emotional link with it. This cognitive and affective bond is called the attachment theory, and it is defined by the attachment between an individual and a brand, in such a way that, when the connection is strong, it will see it as an extension of itself, being part of its characterization. In the context of this study, we will also analyze public and social marketing focusing on the “Portugal Sou Eu” program, an initiative of the Ministry of Economy. This initiative aims to support and stimulate the national supply, aiming to promote the informed consumption and valorization of Portuguese products and services, with the aim of increasing competitiveness and job creation in Portuguese companies, especially in small and medium-sized enterprises. Based on a totally qualitative approach, this study intends to analyze the influence of the theory of attachment at the time of purchase, noting if there is predisposition of the sample to consume products of Portuguese brands adhering to the program, instead of others of different origin. For this proposed, was realized a focus group (10 participants) with portuguese consumers, three face-to-face interviews with affiliated companies (Minhofumeiro, Life in a Bag and Marsil), another by e-mail (Nacional) and an interview with the entity responsible for coordinating the program (Associacao Empresarial de Portugal). The results suggest that there is low recognition of the brand “Portugal Sou Eu” and, consequently, the affective bond, by the consumers, proved to be weak, with a prioritization of the price. The business fabric pointed to the lack of bet on strategies of dissemination that fit the type of business of each company and allow an increase of its notoriety, as for example, the lack of presence in international fairs.