Determinantes da Lealdade à Marca no Contexto de uma Marca de Refrigerante Outros Idiomas

ID:
55077
Resumo:
OBJETIVO: Desenvolver e manter a lealdade dos consumidores em relação à marca é requisito estratégico para negócios bem-sucedidos. Nesse sentido, o presente estudo teve por objetivo analisar o impacto de alguns construtos determinantes da lealdade à marca. ORIGINALIDADE/VALOR: Exploramos a qualidade percebida, a conscientização da marca, a personalidade da marca e o amor à marca como determinantes da lealdade à marca. Nesse sentido, o foco deste estudo foi analisar o impacto de alguns construtos determinantes da lealdade à marca. DESIGN/METODOLOGIA/ABORDAGEM: O estudo foi implementado por meio de uma pesquisa do tipo survey, aplicada a uma amostra de 284 consumidores de uma marca de refrigerante do Nordeste do Brasil adquirida por um dos maiores fabricantes de refrigerante do mundo. Os dados foram analisados utilizando-se estatísticas multivariadas e mediante o emprego da técnica de modelagem de equações estruturais. RESULTADOS: Foi possível concluir, então, que há uma relação positiva entre os construtos consciência da marca e qualidade percebida, e a influência positiva da personalidade da marca na consciência da marca e da qualidade percebida no amor à marca. Obtiveram-se ainda evidências que mostram que o amor à marca tem influência sobre a lealdade à marca e que o nível de consumo é um moderador significativo dessa relação.
Citação ABNT:
FORTES, V.; MILAN, G.; EBERLE, L.; TONI, D. Determinantes da Lealdade à Marca no Contexto de uma Marca de Refrigerante. Revista de Administração Mackenzie, v. 20, n. 5, p. 1-33, 2019.
Citação APA:
Fortes, V., Milan, G., Eberle, L., & Toni, D. (2019). Determinantes da Lealdade à Marca no Contexto de uma Marca de Refrigerante. Revista de Administração Mackenzie, 20(5), 1-33.
DOI:
10.1590/1678-6971/eRAMR190015
Link Permanente:
http://www.spell.org.br/documentos/ver/55077/determinantes-da-lealdade-a-marca-no-contexto-de-uma-marca-de-refrigerante/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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