Marcas e comportamento ético: explorando a integração do relacionamento consumidor-marca e ética percebida pelos consumidores
DOI:
https://doi.org/10.5585/remark.v20i1.14884Palavras-chave:
Relacionamento consumidor-marca, Ética percebida pelo consumidor, Comportamento do consumidor, Valor da marca.Resumo
Objetivo: A relevância das percepções éticas do consumidor (PEC) sobre as empresas é tema que tem crescido de relevância, em um momento que práticas não éticas empresarias são cada vez mais questionadas no Brasil. Neste sentido, esta pesquisa visa estudar os impactos das percepções éticas dos consumidores sobre empresas, e como esta percepção afeta o desenvolvimento da relação consumidor-marca, integrando elementos atitudinais, conativos e comportamentais.
Método: Foi realizado um levantamento com 538 questionários, analisados através de equações estruturais, tendo como mercado referência fabricantes de dispositivos celulares (smartphones).
Resultado Principal: A percepção ética do consumidor demonstrou contribuições no desenvolvimento do relacionamento consumidor-marca, sob os aspectos atitudinais, conativos e de ação. Em nível atitudinal o maior impacto da PEC é na confiança do consumidor. Os efeitos totais da PEC nas intenções comportamentais foram consistentes e relativamente elevados, demonstrando forte relação com a lealdade, intenção de compra e valor da marca.
Contribuições:
Descrevemos como a PEC afeta o desenvolvimento do relacionamento consumidor-marca em uma cadeia que representa sua evolução, integrando os componentes atitudinais, conativos de ação, sugerindo um papel central da percepção ética dos consumidores na gestão de marcas. O modelo explicou 79,2% da lealdade e 74,1% da intenção de compra na estrutura de desenvolvimento do relacionamento consumidor marca, tendo como base o impacto das percepções éticas.
Originalidade: Esta pesquisa é a primeira que demonstra o impacto da Percepção Ética do Consumidor no desenvolvimento do relacionamento consumidor-marca, integrando os três componentes, bem como demonstrando seus impactos na cadeia nomológica e seus efeitos consequentes.
Palavras Chaves: Relacionamento consumidor-marca; Ética percebida pelo consumidor; Comportamento do consumidor; Valor da marca.
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