A Importância do Apego à Marca para o Engajamento em Causas de Responsabilidade Social Corporativa Outros Idiomas

ID:
51949
Resumo:
Este estudo examina o efeito conjunto da congruência marca-causa, do apego à marca e da atitude em relação à causa de Responsabilidade Social Corporativa (RSC) sobre a intenção dos consumidores de se engajarem em causas de RSC patrocinadas por uma marca. Os resultados de dois experimentos sugerem que, quando a atitude do consumidor em relação à causa é menos positiva e o apego do consumidor à marca é baixo, a intenção de aderir à causa de RSC é maior quando a causa é congruente com a marca do que quando a causa é incongruente com a marca; se o apego do consumidor é alto, a intenção de aderir à causa não depende da congruência marca-causa. Por outro lado, se a atitude do consumidor em relação à causa é mais positiva, o apego à marca não modera o efeito da congruência sobre a intenção de aderir à causa. A percepção de intenção persuasiva mediou a influência da congruência marca-causa sobre a intenção de aderir para pessoas de baixo apego à marca, mas não para pessoas de alto apego à marca.
Citação ABNT:
KAMIYA, A. S. M.; HERNANDEZ, J. M. C.; XAVIER, A. K.; RAMOS, D. B. A Importância do Apego à Marca para o Engajamento em Causas de Responsabilidade Social Corporativa. Revista de Administração de Empresas, v. 58, n. 6, p. 564-575, 2018.
Citação APA:
Kamiya, A. S. M., Hernandez, J. M. C., Xavier, A. K., & Ramos, D. B. (2018). A Importância do Apego à Marca para o Engajamento em Causas de Responsabilidade Social Corporativa. Revista de Administração de Empresas, 58(6), 564-575.
DOI:
http://dx.doi.org/10.1590/S0034-759020180605
Link Permanente:
http://www.spell.org.br/documentos/ver/51949/a-importancia-do-apego-a-marca-para-o-engajamento-em-causas-de-responsabilidade-social-corporativa/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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