A Consciência da Marca Influencia a Intenção de Compra? O Papel Mediador das Dimensões do Valor da Marca Other Languages

ID:
60941
Abstract:
Este artigo teve como objetivo identificar o papel antecedente da consciência da marca em outras dimensões do consumer-based brand equity (CBBE) e seu impacto na intenção de compra. É um estudo quantitativo baseado em uma pesquisa realizada com 622 usuários de smartphones. O teste de hipóteses foi realizado por modelagem de equações estruturais (PLS-MEE) e regressão de mínimos quadrados ordinários (OLS) para analisar o efeito da mediação. Os resultados demonstram que a consciência da marca não afeta diretamente a intenção de compra. Essa relação existe apenas quando mediada pelas três dimensões do CBBE: qualidade percebida, associações de marca e lealdade à marca. Os resultados deste estudo possuem duas contribuições principais. Primeiro, demonstra que conhecer uma marca não é suficiente para gerar a intenção de compra dos consumidores. Segundo, usa o efeito mediador das outras dimensões do CBBE (associações, lealdade e qualidade percebida) para demonstrar que a consciência da marca atua como um primeiro passo na construção de valor da marca para os consumidores.
ABNT Citation:
AZZARI, V.; PELISSARI, A. A Consciência da Marca Influencia a Intenção de Compra? O Papel Mediador das Dimensões do Valor da Marca. Brazilian Business Review, v. 17, n. 6, p. 669-685, 2020.
APA Citation:
Azzari, V., & Pelissari, A. (2020). A Consciência da Marca Influencia a Intenção de Compra? O Papel Mediador das Dimensões do Valor da Marca. Brazilian Business Review, 17(6), 669-685.
DOI:
http://dx.doi.org/10.15728/bbr.2020.17.6.4
Permalink:
https://www.spell.org.br/documentos/ver/60941/a-consciencia-da-marca-influencia-a-intencao-de-compra--o-papel-mediador-das-dimensoes-do-valor-da-marca/i/en
Document type:
Artigo
Language:
Português
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