A formação da lealdade à marca de um refrigerante

Gabriel Sperandio Milan; Luciene Eberle; Deonir De Toni; Valter Marcos Monteiro Fortes

doi:10.5585/remark.v19i1.15695

Autores

Gabriel Sperandio Milan Unisinos - Universidade do Vale do Rio dos Sinos http://orcid.org/0000-0003-3480-2653
Luciene Eberle UCS - Universidade de Caxias do Sul https://orcid.org/0000-0002-0282-5626
Deonir De Toni UCS - Universidade de Caxias do Sul https://orcid.org/0000-0001-9637-8099
Valter Marcos Monteiro Fortes UCS - Universidade de Caxias do Sul https://orcid.org/0000-0002-2428-6096

DOI:

https://doi.org/10.5585/remark.v19i1.15695

Palavras-chave:

Experiência do Consumidor com a Marca, Personalidade da Marca, Amor à Marca, Lealdade à Marca, Modelagem de Equações Estruturais.

Resumo

Objetivo: O objetivo da pesquisa foi o de verificar os impactos da experiência do consumidor com a marca sobre a personalidade da marca e o amor à marca na formação da lealdade do consumidor à marca, no contexto da marca de refrigerante Guaraná Jesus.

Método: Foi realizada uma pesquisa quantitativa por meio da aplicação de uma survey. Para a análise dos dados, foram empregadas técnicas estatísticas multivariadas, com base na Modelagem de Equações Estruturais.

Principais Resultados: Evidenciou-se que a experiência do consumidor com a marca, formada pelas dimensões sensorial, afetiva e comportamental, possui um impacto direto e significativo na personalidade da marca e no amor à marca e um efeito indireto e significativo na lealdade do consumidor à marca.

Contribuições Teóricas: A marca como um dos principais ativos das organizações tem um forte poder de influenciar o comportamento de compra e de consumo.

Relevância/Originalidade: Destaca-se a proposição de um Modelo Teórico que prioriza o papel da experiência do consumidor com a marca, com suas respectivas dimensões formadoras (sensorial, afetiva e comportamental), da personalidade da marca e do amor à marca como antecedentes da lealdade à marca, além de ser identificado um forte efeito do amor à marca para a criação da lealdade do consumidor à marca.

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Biografia do Autor

Gabriel Sperandio Milan, Unisinos - Universidade do Vale do Rio dos Sinos

Pós-Doutor em Administração. Doutor em Engenharia de Produção na Área de Sistemas da Qualidade pela Universidade Federal do Rio Grande do Sul. Professor e pesquisador da Unisinos - Universidade do Vale do Rio dos Sinos. Consultor de empresas em estratégia e mercado.

Luciene Eberle, UCS - Universidade de Caxias do Sul

Doutora em Administração em Associação Ampla entre PUC-RS - Pontifícia Universidade Católica do Rio Grande do Sul e UCS - Universidade de Caxias do Sul. Professora e pesquisadora da UCS - Universidade de Caxias do Sul.

Deonir De Toni, UCS - Universidade de Caxias do Sul

Pós-Doutor pela USP - Universidade de São Paulo. Doutor e Mestre em Administração na Área de Marketing pela UFRGS - Universidade Federal do Rio Grande do Sul. Professor e pesquisador da UCS - Universidade de Caxias do Sul.

Valter Marcos Monteiro Fortes, UCS - Universidade de Caxias do Sul

Doutor e Mestre em Administração pela UCS - Universidade de Caxias do Sul.

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