ID: 59036
Authors:
Camila Von Der Heyde, Juliano Krug, Christian Daniel Falaster.
Source:
Revista de Ciências da Administração, v. 21, n. 54, p. 11-126, May-August, 2019. 116 page(s).
Keyword:
Brand , Emotional Bond , Loyalty , Personal Connection , Trust
Document type: Article (Portuguese)
Show Abstract
This study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires
