Weber Sociology & Anthropology

February 2019, Vol.6 (1), ISSN:2449-1632

© Author(s) 2019. This work is distributed under the Creative Commons Attribution 3.0 License.

Research Article

Local Culture and Mark: Relations between Communication and Reference Groups, the Folkloric Festival of Parintins in the Brazilian Amazones

Ana Paula Almeida Miranda

Bacharel em Comunicação Social - habilitada em Publicidade e Propaganda (2010) e Especialista em Gestão de Marketing (2013), Mestre em Comunicação Social (2018).

Accepted 23th February, 2019; Available Online 26th February, 2019.


The study is part of a larger research that aims to assess the relevance of environmental factors of consumer behavior, based on the culture and subculture of the reference groups. The research problematic is based on the reflection that the identity of each society must be known and considered, in the face of the possible diffusion of precepts of other cultures. Research is supported by the methods of theoretical, exploratory, qualitative, historical and documentary research. It is justified by showing that the receiver holds the power of interpretation. As theoretical support is used the studies of Beltrão (2001), Pedro Santi (2011) and Kotler (2007), among others. The partial results reveal that knowing the target audience and their local culture directly affect the effects of marketing communication.

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