Modelo Teórico do Engajamento no Contexto das Comunidades de Marca

ID:
44195
Resumo:
O objetivo deste artigo é contribuir para a definição do conceito de engajamento do consumidor no contexto das comunidades de marca. Para tanto, foi realizada uma ampla revisão de literatura sobre os estudos que abordam o fenômeno das comunidades de marca. Este artigo se insere na tradição da pesquisa de Marketing, mais especificamente em Comportamento do Consumidor, seguindo uma perspectiva da psicologia cognitiva. A fundamentação teórica está baseada principalmente na Social Identity Theory (SIT), com a incorporação de contribuições relevantes da perspectiva da Consumer Culture Theory (CCT). Assim, o presente estudo contribui para o desenvolvimento da pesquisa sobre o fenômeno do engajamento em comunidades de marca, mais especificamente mediante a proposição de um modelo teórico que relaciona o engajamento com os seus fatores antecedentes e com os seus reflexos.
Citação ABNT:
FREITAS, F. D.; ALMEIDA, V. M. C. Modelo Teórico do Engajamento no Contexto das Comunidades de Marca. Brazilian Business Review, v. 14, n. 1, p. 87-109, 2017.
Citação APA:
Freitas, F. D., & Almeida, V. M. C. (2017). Modelo Teórico do Engajamento no Contexto das Comunidades de Marca. Brazilian Business Review, 14(1), 87-109.
DOI:
http://dx.doi.org/10.15728/bbr.2017.14.1.5
Link Permanente:
http://www.spell.org.br/documentos/ver/44195/modelo-teorico-do-engajamento-no-contexto-das-comunidades-de-marca/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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