Brand Consumer Relationship
Mostrando 1-12 de 17 artigos, teses e dissertações.
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1. Satisfaction and attitudinal responses: indirect effects of involvement and reputation
Abstract Purpose The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product. Design/methodology/approach The method used is quantitative, by means of a survey with real consumers of automotive services of
RAUSP Manag. J.. Publicado em: 2020-03
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2. The quest for achieving United Nations sustainability development goals (SDGs) A dialogue with Huaccho Huatuco and Ball
Abstract Purpose The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product. Design/methodology/approach The method used is quantitative, by means of a survey with real consumers of automotive services of
RAUSP Manag. J.. Publicado em: 2020-03
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3. Que nojo! Devo confiar em você? O papel do mindset na confiança da marca após um incidente negativo
Resumo Objetivo – O objetivo desta pesquisa é examinar a influência do mindset na reação dos consumidores a um evento negativo envolvendo uma marca corporativa. Metodologia – Realizamos dois estudos, um qualitativo e um quantitativo. No primeiro, mostrou-se aos participantes uma foto do incidente com uma legenda e realizaram-se entrevistas pessoais
Rev. bras. gest. neg.. Publicado em: 26/08/2019
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4. The Relational Aspects of Luxury Consumption in Brazil: The development of a Luxury Customer Relationship Perception Scale and the Analysis of Brand Personality Influence on Relationship Perception on Luxury Fashion Brands
RESUMO O principal objetivo deste artigo foi desenvolver uma escala para mensurar a percepção de relacionamento entre consumidores de marcas de moda de luxo no Brasil. Para tanto, seguimos as orientações de Churchill (1979) e Rossiter (2002) para desenvolvimento de escalas, abarcando entrevistas e a criação de uma versão piloto da escala, submetida a
BBR, Braz. Bus. Rev.. Publicado em: 2019-06
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5. Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity
Abstract The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axelrod, 1973), both about the functioning of the h
BAR, Braz. Adm. Rev.. Publicado em: 02/05/2019
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6. Cultural Meanings and Consumers' Discourses about Their Brand Abandonment
Abstract Although we know a lot about how brand meanings are created and perpetuated in relation to and through cultural discourses, remarkably little work has been done in the marketing field to develop a better comprehension as to how brand meanings are enacted through distancing behaviors, such as brand abandonment. In the marketing literature, abandonmen
BAR, Braz. Adm. Rev.. Publicado em: 29/03/2018
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7. Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition
The main objective of this study is to identify the effect of nostalgic feelings on consumer loyalty to the prevailing brand following the extinction of a brand in a merger/acquisition process. We also propose an explanatory model of the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the constructs under s
BAR, Braz. Adm. Rev.. Publicado em: 2016-03
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8. How does national culture impact on consumers’ decision-making styles? a cross cultural study in Brazil, the United States and Japan
This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance,
BAR - Brazilian Administration Review. Publicado em: 2010-09
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9. Função das ações de Trade Marketing na construção ou manutenção do Brand Equity: um estudo de caso de uma marca de absorventes
About fifteen years ago, a phenomenon of retail concentration, an important and already consolidated movement in some European countries, started to occur in the Brazilian market. As a consequence, manufacturers structures and relationships with retailers suffered great alterations. In relation to structure, there has been an increasing number of Trade Marke
Publicado em: 2009
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10. A influência da estrutura organizacional na execução das atividades de marketing / The Organizational Structure Influence on Marketing Management
The study on marketing organization and its organizational structures are crucial for the implementation of marketing efforts, mainly in a competitive scenario where companies need to constantly change their strategies and their structures to meet new demands of the market. Despite historical, this debate has been relegated to the second role by marketing re
Publicado em: 2008
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11. Gestão da marca ao longo da cadeia de valor: um estudo de caso no mercado de varejo de material de construção / Brand management throughout the value chain: a case study in the retail building industry.
The study presents a conceptual and empiric vision examining the product brand management throughout the value chain, from the manufacturer to the end consumer, with the intermediation of the retail channel. The theory that supported the study was based on manufacturer and retailer marketing strategy concepts, leading to a better understanding of aspects tha
Publicado em: 2007
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12. Conflito e interdependência na cadeia de suprimentos de marcas próprias
The supply chain management involves participants with conflicting objectives. Attrition situations naturally occur and the use of power defines the conformation of the supply chain. Such attritions can, eventually, modify the product offered to the consumer, in the last loop of the chain. On the private label issue the behavioral dimension of the supply cha
Publicado em: 2006