Amor pela marca: uma perspectiva de relacionamento contínuo
DOI:
https://doi.org/10.18046/j.estger.2019.152.3297Palavras-chave:
amor pela marca, comprometimento do consumidor, marketingResumo
Este estudo analisa o amor pela marca e sua relação com outros construtos. O objetivo do artigo é analisar o amor à marca como um precedente do compromisso do consumidor. Além disso, mede-se o impacto do compromisso na satisfação e se a lealdade influencia a comunicação boca a boca. Para isso foi realizado um estudo empírico transversal com uma amostra de 200 consumidores entre 21 e 60 anos. A coleta de dados foi realizada por meio de um questionário da escala Likert. Para testar as hipóteses, foi utilizada a regressão de mínimos quadrados parciais. Os resultados fornecem evidencias para indicar que um consumidor que expressa um sentimento de amor pela marca tende a desenvolver um maior compromisso com ela.
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