EXPERIÊNCIAS DE MARCAS: MARCANDO A DIFERENÇA (publicado em espanhol)
DOI:
https://doi.org/10.1016/S0123-5923(11)70181-4Palavras-chave:
Experiências, marca, ativo de marca, identificação, boca a boca.Resumo
Atualmente, o uso da marca como estratégia de diferenciação da oferta parece assumir uma dimensão experiencial não tomada em consideração até agora na literatura acadêmica. O objetivo desse trabalho é demonstrar o interesse que tem para uma empresa possuir uma marca experiencial. Assim, com base no trabalho de Brakus Schmitt y Zarantonello (2009), se adaptou a escala desenvolvida pelos autores em um contexto de consumo e marcas espanholas. Para isso, foram coletadas por meio de um questionário, 278 observações de quinze marcas provenientes de onze categorias de produtos. Os resultados mostram efeitos positivos da experiência com a marca sobre o ativo de marca, da comunicação boca a boca e a identificação do consumidor com a marca.
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