A formação da lealdade à marca de um refrigerante

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

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.


Palavras-chave


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

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

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