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

Lucas Moreno, Gisela Demo, Eluiza Watanabe

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.


Palavras-chave


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

Texto completo:

PDF

Referências


Aaker, D. A., & Biel, A. L. (1993). Brand equity and advertising: An overview (pp. 1-10). Hillsdale, NJ: Lawrence Erlbaum Associates.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1–16.

Adinehfar, A. R., & Gayem, A. (2016). Impact of Brand Personality on Satisfaction and Loyalty of Consumers. Journal of Fundamental and Applied Sciences, 8(3), 462–477.

Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211(September), 442–447.

Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management, 11(2), 143-155.

Azoulay, A. (2005). The malleable personality of brands: the winning facets. In Proceedings Proceedings of the 34th EMAC Colloquium, Milão, Itália.

ABICAB - Associação Brasileira Da Indústria De Chocolates, Cacau, Amendoim, Balas E Derivados. (2017, abril 29). Páscoa 2017: da renovação de boas memórias à expectativa de reaquecimento do setor e da economia. Recuperado de http://www.abicab.org.br/pascoa-2017-da-renovacao-de-boas-memorias-a-expectativa-de-reaquecimento-do-setor-e-da-economia/.

Baxter, S. M., Ilicic, J., & Kulczynski, A. (2018). Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: The effect of iconic brand color priming on brand personality judgments. Journal of Brand Management, 25(4), 384–394.

Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review., 128–144

Berry, N. C. (1988). Revitalizing brands. Journal of Consumer Marketing,5(3), 15-20.

Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6–12.

Blackston, M. (1993). Beyond brand personality: Building brand relationships. In D. A. (Universirity of C. at B. Aaker & A. L. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strong brand (pp. 113–124). Hillsdale, NJ: Erlbaum Associates.

Berkeley, G. (2010). Obras filosóficas. São Paulo: Editora UNESP.

Boone, L. E.; Kurtz, D. L. (2009). Contemporary business 2010 update. John Wiley & Sons.

Brito, C. (2010). Uma abordagem relacional ao valor da marca. Revista Portuguesa e Brasileira de Gestão, 9(1–2), 49–63.

Brown, T. A. (2014). Confirmatory factor analysis for applied research. New York: Guilford Publications.

Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New York: Routledge.

Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: technology is not all. Journal of Strategic Marketing, 25(4), 316–333.

Carlson, B. D., & Donavan, D. T. (2013). Human Brands in Sport: Athlete Brand Personality and Identification. Journal of Sport Management, 27(3), 193–206.

Chegini, F., Molan, S. B., & Kashanifar, S. S. (2016). An Examination of the Impact of Cultural Values on Brand Preferences in Tehran’s Fashion Market. Procedia Economics and Finance, 36(16), 189–200.

Chiang, L. L. (Luke), & Yang, C. S. (2018). Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach. Technological Forecasting and Social Change, 130(June 2017), 177–187.

Cochran, W. G. (1977). Sampling Techniques (3a ed.). Nova Iorque: Wiley.

Cohen, J. (1992). A power primer. Psychological bulletin, 112(1), 155-159.

Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407–414.

Das, G., & Khatwani, G. (2018). E-tailer personality and behavioral intentions: the application of self-congruity theory. Journal of Strategic Marketing, 26(4), 283–297.

Delmondez, F., Demo, G., & Scussel, F. B. C. (2017). Você é o que Você Vende: A Influência da Personalidade de Marca no Relacionamento com Clientes de Empresas de Fast-Food. Revista Brasileira de Marketing, 16(04), 563–578.

Demo, G., Batelli, L., & Albuquerque, P. (2015). Customer Relationship Management Scale for Video Games’ Players: Exploratory and Ordinal Factor Analysis. Revista Organizações Em Contexto, 11(22), 285–312.

Demo, G., & Lopes, C. (2014). Guaraná Antarctica e Cerveja Skol: Desenvolvimento e validação de escalas de relacionamento com clientes. In P Águas, M Santos, M Correia, & C Ramos (Ed.). Perspetivas Contemporâneas em Marketing (pp. 183-199). Lisboa: TMS Conference Series.

Demo, G., Fogaça, N., & Cardoso, H. (2017). Desenvolvimento e validação de uma Escala de Relacionamento para Clientes de Telecom. Revista Negócios em Projeção, 1(2), 28–49.

Demo, G., & Rozzett, K. (2013). Customer relationship management scale for the business-to-consumer market: exploratory and confirmatory validation and models comparison. International Business Research, 6(11), 29-42.

Demo, G., Rozzett, K., Fogaça, N., & Souza, T. (2018). Development and Validation of a Customer Relationship Scale For Airline Companies. Brazilian Business Review, 15(2), 105–119.

Demo, G., Santos, F. T., & Watanabe, E. A. (2018). Relacionamento com Louis Vuitton: O Papel do Significado de Produto e da Personalidade de Marca. Revista em Gestão, Inovação e Sustentabilidade, 4(1).

Demo, G., Watanabe, E. A. D. M., Chauvet, D. C. V., & Rozzett, K. (2017). Customer Relationship Management Scale for the B2C Market: a cross-cultural comparison. Revista de Administração Mackenzie, 18(3), 42-69.

Eisend, M., & Stokburger-Sauer, N. E. (2013). Brand personality: A meta-analytic review of antecedents and consequences. Marketing Letters, 24(3), 205–216.

Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.

Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.

Financial Report of Lindt & Sprungli Group (2018, janeiro 2). Recuperado de https://report.lindt-spruengli.com/app/themes/lindt-gb/downloads/WEB_Finanzen%202016_Englisch.pdf

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.

Fournier, S., Dobscha, S., & Mick, D. G. (1998). The premature death of relationship marketing. Harvard business review, 76(1), 42-51.

Freling, T. H., Crosno, J. L., & Henard, D. H. (2010). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 38(3), 392–406.

Galvão, M. B., de Carvalho, R. C., de Oliveira, L. A. B., & de Medeiros, D. D. (2018). Customer loyalty approach based on CRM for SMEs. Journal of Business & Industrial Marketing, 33(5), 706–716.

Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.

Gupta, G., & Aggarwal, H. (2016). Analysing customer responses to migrate strategies in making retailing and CRM effective. International Journal of Indian Culture and Business Management, 12(1), 92–127.

Goldberg, L. R. (1990). An alternative" description of personality": the big-five factor structure. Journal of personality and social psychology, 59(6), 1216-1229.

Goldsmith, R. E., Flynn, L. R., Goldsmith, E., & Stacey, E. C. (2010). Consumer attitudes and loyalty towards private brands. International Journal of Consumer Studies, 34(3), 339–348.

Guido, G., Peluso, A. M., & Provenzano, M. (2010). Influence of Brand Personality-Marker Attributes on Purchasing Intention: The Role of Emotionality. Psychological Reports, 106(3), 737–751.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados (6ª ed.). Porto Alegre: Bookman.

Harrigan, P., Soutar, G., Choudhury, M. M., & Lowe, M. (2015). Modelling CRM in a social media age. Australasian Marketing Journal, 23(1), 27–37.

Japutra, A., & Molinillo, S. (2017). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, (August), 1–8.

Johnson, L. W., Soutar, G. N., & Sweeney, J. C. (2000). Moderators of the brand image/perceived product quality relationship. Journal of Brand Management, 7(6), 425-433.

Keller, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-190.

Leão, A. L. M. de S., Camargo, T. I., & Cavalcanti, R. C. T. (2014). Pimenta nos Olhos dos outros é... Chilli Beans! A personalidade aos ‘Olhos’ dos consumidores. REAd. Revista Eletrônica de Administração, 20(3), 773–792.

MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374.

Madrigal, R., & Boush, D. M. (2008). Social responsibility as a unique dimension of brand personality and consumers’ willingness to reward. Psychology and Marketing, 25(6), 538–564.

Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers' perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290-303.

Magrini, G. B., & Demo, G. (2017). Clientes fiéis, supermercados mais rentáveis: desenvolvimento e validação de uma escala de relacionamento com clientes de supermercados – ERC SUPER. Revista Gestão Industrial, 12(4), 237–257.

Mark, M., & Pearson, C. (2012). O Herói e o Fora da Lei: como construir marcas extraordinárias usando o poder dos arquétipos. Cultrix.

Marôco, J. (2010). Análise de equações estruturais: Fundamentos teóricos, software & aplicações. Pêro Pinheiro: ReportNumber.

Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36, 47-55.

Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A., & Bauer, F. (2016). Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists’ visit intentions. Tourism Management, 52, 507–520.

Mehta, A., & Tajeddini, J. (2016). Developing system approach for integrated customer relationship marketing in light of different prospective. Middle East J. of Management, 3(2), 110.

Muniz, K. M., & Marchetti, R. Z. (2012). Brand personality dimensions in the Brazilian context. Brazilian Administration Review, 9(2), 168-188.

Myers, R. H. (1990) Classical and modern regression with applications. Belmont, CA: Duxbury Press.

Kashani, F. H., & Shahmirzaloo, Z. (2017). Developing marketing strategies using customer relationship management and data mining (case study: Perperook chain restaurants). Marketing and Management of Innovations, (3), 135–148.

Klink, R. R., & Athaide, G. A. (2012). Creating brand personality with brand names. Marketing Letters, 23(1), 109–117.

Liao, Y.-K., Wu, W.-Y., Rivas, A. A. A., & Ju, T. L. (2017). Cognitive, Experiential, and Marketing Factors Mediate the Effect of Brand Personality on Brand Equity. PLS -SEM Questionaire & Theory, 45(1), 1–18.

Oliveira, M. K. S., & Demo, G. (2018). Credibilidade, Sensibilidade, Sofisticação e Alegria: Personalidades de Marca que fazem a cabeça das mulheres com cabelos cacheados e crespos. Marketing & Tourism Review, 3(3), 1-24.

Oliveira, A.O., & Mourão Júnior, C.A. (2013). Estudo teórico sobre percepção na filosofia e nas neurociências. Revista Neuropsicologia Latinoamericana, 5 (1), 41-53.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33.

Payne, A. (1995). Relationship marketing: a broadened view of marketing. Advances in Relationship Marketing, Kogan Page, London, 29-40.

Payne, A. (2012). Handbook of CRM: achieving excellence in customer management. Routledge.

Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167–176.

Phau, I., & Lau, K. C. (2001). Brand personality and consumer self-expression: single or dual carriageway? The Journal of Brand Management, 8(6), 428-444.

Plummer, J. T. (1985). How personality makes a difference. Journal of advertising research, 24(6), 27-31.

Rebollo, I. & Harris, J. R. (2006). Genes, ambiente e personalidade. In C.E. Flores-Mendoza & R. Colom (Orgs.). Introdução à Psicologia das diferenças individuais (pp. 300-322). Porto Alegre: Artmed.

Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.

Reichheld, F. F., & Markey, R. (2011). The ultimate question 2.0: How net promoter companies thrive in a customer-driven world. Harvard Business Press.

Rojas-Méndez, J. I., Murphy, S. A., & Papadopoulos, N. (2013). The U.S. brand personality: A Sino perspective. Journal of Business Research, 66(8), 1028–1034.

Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97–113.

Rozzett, K., & Demo, G. (2010). Desenvolvimento e validação fatorial da Escala de Relacionamento com Clientes (ERC). Revista de Administração de Empresas, 50(4), 383–395.

Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management and Business Excellence, 28(9–10), 1122–1133.

Schmitt, B. H., & Simonson, A. (2000). estética do marketing, A–Exame. NBL Editora.

Scussel, F., & Demo, G. (2016). Personalidade de Marca: Itinerários da Produção Nacional e Agenda de Pesquisa. Revista Brasileira de Marketing, 15(03), 340–354.

Scussel, F., & Demo, G. (2019). 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. Brazilian Business Review, 16(2), 174-190.

Sonnier, G., & Ainslie, A. (2011). Estimating the value of brand-image associations: The role of general and specific brand image. Journal of Marketing Research, 48(3), 518-531.

Su, N., & Reynolds, D. (2017). Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands. International Journal of Hospitality Management, 66, 1–12.

Tabachnick, B.; Fidell, L (2013). Using Multivariate Statistics (6a ed). Pearson.

Tho, N. D., Trang, N. T. M., & Olsen, S. O. (2016). Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. Asia Pacific Business Review, 22(2), 307–324.

Trainor, K. J., Andzulis, J., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.

Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24–28.

Valette-Florence, R., & De Barnier, V. (2013). Towards a micro conception of brand personality: An application for print media brands in a French context. Journal of Business Research, 66(7), 897–903.

Valmohammadi, C. (2017). Customer relationship management: Innovation and performance. International Journal of Innovation Science, 9(4), 374–395.

Van Rekom, J., Jacobs, G., & Verlegh, P. W. J. (2006). Measuring and managing the essence of a brand personality. Marketing Letters, 17(3), 181–192.

Vasconcelos, H., & Demo, G. (julho, 2012). Enchant to Retain: an instrumental study about the relationship between Walt Disney World Parks and its Brazilian customers. Anais do International Conference on Industrial Engineering and Operations Management, Guimarães, Portugal, 18.

Vavra, T. (1993). Marketing de Relacionamento: Como manter a Fidelidade de Consumidores através do Marketing de Relacionamento. São Paulo: Atlas.

Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, 25(4), 458–474.

Yao, Q., Chen, R., & Xu, X. (2015). Consistency Between Consumer Personality and Brand Personality Influences Brand Attachment. Social Behavior and Personality, 43(9), 1419–1428.

Young, A. W., & Bruce, V. (2011). Understanding person perception. British Journal of Psychology, 102(4), 959-974.

Zhang, C., Huang, Z., Cao, F., & Chen, X. (2019). Recognise me from outside to inside: Learning the influence chain of urban destination personalities. Tourism Management, 70(September 2018), 390-403.




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

Apontamentos

  • Não há apontamentos.


Direitos autorais 2020 Revista Brasileira de Marketing

Licença Creative Commons
Esta obra está licenciada sob uma licença Creative Commons Atribuição - Não comercial - Compartilhar igual 4.0 Internacional.

Revista Brasileira de Marketing – ReMark

e-ISSN: 2177-5184
https://periodicos.uninove.br/index.php/remark/index 

Rev. Bras. Mark. - ReMark ©2020 Todos os direitos reservados.