Como a Confiança, Lealdade e Vínculo Emocional Influenciam a Conexão Pessoal com a Marca Outros Idiomas

ID:
59036
Resumo:
Este estudo teve como objetivo analisar a relação entre a confiança, a lealdade, o vínculo emocional e a conexão pessoal com a marca. Para isso, foram utilizados dados empíricos coletados de fonte primária por meio de um questionário aplicado a 179 respondentes. Com o estudo, foi possível perceber que os aspectos citados anteriormente são conquistados gradativamente. Por exemplo, dificilmente uma marca conquista a lealdade de seus clientes, sem antes conquistar a sua confiança. Os resultados do estudo demonstram que há uma forte relação entre afeto e conexão pessoal, entre confiança e conexão emocional e entre lealdade atitudinal e conexão emocional. Pode-se concluir que criar um forte vínculo emocional com a marca requer focar em vários fatores funcionais e psicológicos.
Citação ABNT:
HEYDE, C. V. D.; KRUG, J.; FALASTER, C. D. Como a Confiança, Lealdade e Vínculo Emocional Influenciam a Conexão Pessoal com a Marca. Revista de Ciências da Administração, v. 21, n. 54, p. 11-126, 2019.
Citação APA:
Heyde, C. V. D., Krug, J., & Falaster, C. D. (2019). Como a Confiança, Lealdade e Vínculo Emocional Influenciam a Conexão Pessoal com a Marca. Revista de Ciências da Administração, 21(54), 11-126.
DOI:
https://doi.org/10.5007/2175-8077.2019.e61145
Link Permanente:
http://www.spell.org.br/documentos/ver/59036/como-a-confianca--lealdade-e-vinculo-emocional-influenciam-a-conexao-pessoal-com-a-marca/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
Referências:
AAKER, D. A. Measuring brand equity across products and markets. California Management Review, v. 38, n. 3; p. 102, 1996.

BELK, Russell W. Possessions and the extended self. Journal of consumer research, v. 15, n. 2, p. 139168, 1988.

CHAUDHURI, Arjun; HOLBROOK, Morris B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, v. 65, n. 2, p. 81-93, 2001.

COSTA, Liliana et al. A relação entre satisfação do consumidor, despesa em publicidade e lealdade do consumidor à marca: um estudo no setor de fast-food em Portugal. Revista de Administração FACES Journal, v. 5, n. 2, 2006.

DELGADO-BALLESTER, E.; MUNUERA-ALEMÁN, J. L. Does brand trust matter to brand equity? The Journal of Product and Brand Management, v. 14, n. 2/3, p. 188, 2005.

DONEY, Patricia M.; CANNON, Joseph P. An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, p. 35-51, 1997.

ESCALAS, Jennifer Edson; BETTMAN, James R. Self-construal, reference groups, and brand meaning. Journal of consumer research, v. 32, n. 3, p. 378-389, 2005.

ESCALAS, Jennifer Edson; BETTMAN, James R. You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of consumer psychology, v. 13, n. 3, p. 339-348, 2003.

GILMORE, James H.; PINE, B. Joseph. Authenticity: What consumers really want. Harvard Business Press, 2007.

HAIR Jr, J. F.; SARSTEDT, M.; HOPKINS, L.; KUPPELWIESER, V. G. Partial least squares structural equation modeling (PLS-SEM). European Business Review, 2014.

HAIR, Joseph F. et al. Multivariate Data Analysis. (ed.): Pearson Prentice Hall, 2010.

HALLBERG, Garth. Is your loyalty programme really building loyalty?Why increasing emotional attachment, not just repeat buying, is key to maximizing programme success. Journal of Targeting, Measurement and Analysis for Marketing, v. 12, n. 3, p. 231-241, 2003.

HENSELER, J.; RINGLE, C. M.; SINKOVICS, R. R. The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Group Publishing Limited, 2009.

JACOBY, Jacob; CHESTNUT, Robert W. Brand loyalty: Measurement and management. John Wiley & Sons Incorporated, 1978.

KWON, Eunjin; MATTILA, Anna S. The effect of self–brand connection and self-construal on brand lovers’ word of mouth (WOM). Cornell Hospitality Quarterly, v. 56, n. 4, p. 427-435, 2015.

LEHMANN, Thayná Aparecida; KRUG, Juliano; FALASTER, Christian Daniel. Consumer purchase decision: factors that influence impulsive purchasing. Revista Brasileira de Marketing, v. 18, n. 4, p. 196-219, 2019.

LOUREIRO, Sandra Maria Correia; RUEDIGER, Kaufmann Hans; DEMETRIS, Vrontis. Brand emotional connection and loyalty. Journal of Brand Management, v. 20, n. 1, p. 13-27, 2012.

LUHMANN, Niklas. Trust and power. 1979. John Willey & Sons, 1979.

MALÄR, Lucia et al. Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, v. 75, n. 4, p. 35-52, 2011.

MALHOTRA, Naresh K. Pesquisa de marketing: uma orientação aplicada. Bookman Editora, 2012.

MORGAN, Robert M.; HUNT, Shelby D. The commitmenttrust theory of relationship marketing. The journal of marketing, p. 20-38, 1994.

MORRISON, Sharon; CRANE, Frederick G. Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, v. 14, n. 5, p. 410-421, 2007.

OLIVER, Richard L. Whence consumer loyalty. The Journal of Marketing, p. 33-44, 1999.

PARK, C. Whan; MACINNIS, Deborah J. What’s in and what’s out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, v. 33, n. 1, p. 16-18, 2006.

PARK, C. Whan; MACINNIS, Deborah J.; PRIESTER, Joseph R. Beyond attitudes: Attachment and consumer behavior, 2006.

PATWARDHAN, Hemant; BALASUBRAMANIAN, Siva K. Reflections on emotional attachment to brands: Brand romance and brand love. Journal of Customer Behaviour, v. 12, n. 1, 2013.

RINDFLEISCH, Aric; BURROUGHS, James E.; WONG, Nancy. The safety of objects: Materialism, existential insecurity, and brand connection. Journal of Consumer Research, v. 36, n. 1, p. 1-16, 2008.

ROTTER, J. B. A new scale for the measurement of interpersonal trust 1. Journal of personality, 35(4), 651-665, 1967.

SAHIN, Azize; ZEHIR, Cemal; KITAPÇI, Hakan. The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, v. 24, p. 1288-1301, 2011.

THOMSON, Matthew. Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of marketing, v. 70, n. 3, p. 104119, 2006.

THOMSON, Matthew; MACINNIS, Deborah J.; WHAN PARK, C. The ties that bind: Measuring the strength of consumer’s emotional attachments to brands. Journal of consumer psychology, v. 15, n. 1, p. 77-91, 2005.

VERGARA, Sylvia Constant. Tipos de pesquisa em administração. 1990.

VLACHOS, Pavlos A. et al. Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing, v. 44, n. 9/10, p. 1478-1499, 2010.

WAINER, Jacques et al. Métodos de pesquisa quantitativa e qualitativa para a Ciência da Computação. Atualização em informática, v. 1, p. 221-262, 2007.