O Doce Sabor da Influência da Personalidade de Marca no Relacionamento com Clientes no Mercado de Chocolates

Lucas Moreno; Gisela Demo; Eluiza Watanabe

doi:10.5585/remark.v19i1.17137

Autores

Lucas Moreno Universidade de Brasília UnB https://orcid.org/0000-0003-4764-2652
Gisela Demo Universidade de Brasília UnB https://orcid.org/0000-0003-1864-0471
Eluiza Watanabe Universidade de Brasília (UnB) https://orcid.org/0000-0001-5065-9266

DOI:

https://doi.org/10.5585/remark.v19i1.17137

Palavras-chave:

Marketing de Relacionamento, Personalidade de Marca, Chocolates, Equações estruturais

Resumo

Objetivo: Avaliar a relação entre a personalidade de marca e a percepção do relacionamento com o cliente em relação às marcas de chocolates que atuam no Brasil.

Método: Um total de 528 questionários foram aplicados com consumidores de chocolate. Os dados foram analisados por meio da Modelagem por Equações Estruturais. As escalas de personalidade de marca e de escala de relacionamento com o cliente foram submetidas à Análise Fatorial Confirmatória e, posteriormente, à Análise de Caminhos.

Originalidade/Relevância: A contribuição acadêmica deste artigo consiste em preencher uma lacuna na literatura concernente à análise da relação entre personalidade de marca e marketing de relacionamento em um setor pouco estudado (mercado de chocolates), mas com grande apelo de marketing.

Resultados: Os resultados coligidos mostraram que as dimensões de personalidade de marca Credibilidade, Sofisticação e Audácia foram as melhores preditoras do Relacionamento com Clientes de chocolates.

Contribuições teóricas/metodológicas: Como implicação gerencial, os resultados podem ser utilizados pelos profissionais de marketing do ramo de chocolates no sentido de desenharem suas estratégias de maneira mais direcionada e efetiva a fim de construir um relacionamento de longo prazo com seus consumidores. No que tange às contribuições teóricas, o artigo avança na linha de pesquisa, ainda incipiente, de investigação de antecedentes do relacionamento com clientes, ratificando o importante poder preditivo da personalidade de marca.

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Biografia do Autor

Lucas Moreno, Universidade de Brasília UnB

Mestre no eixo de Estratégia, Marketing e Inovação pela Universidade de Brasília UnB, Brasília, (Brasil). Professor Colaborador do Departamento de Administração da Universidade de Brasília (UnB)

Gisela Demo, Universidade de Brasília UnB

Pós-Doutorado em Management (UCLA-University of California, Los Angeles). Professora Associada do Departamento de Administração da Universidade de Brasília (UnB) e Pesquisadora do Programa de Pós-Graduação em Administração (PPGA) da UnB

Eluiza Watanabe, Universidade de Brasília (UnB)

Doutora em Administração pela Universidade de Brasília-UnB, Brasília, (Brasil). Professora Adjunta do Departamento de Administração da Universidade de Brasília (UnB)

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