Brand equity e valor de marca: proposição e validação de um modelo

Denis Lino Romanello; Otavio Freire; Filipe Quevedo-Silva; Eduardo Biagi Almeida Santos

doi:10.5585/remark.v19i3.17261

Autores

Denis Lino Romanello Escola de Comunicações e Artes/Universidade de São Paulo - ECA/USP
Otavio Freire Universidade de São Paulo
Filipe Quevedo-Silva Universidade Federal de Mato Grosso do Sul
Eduardo Biagi Almeida Santos Universidade Nove de Julho

DOI:

https://doi.org/10.5585/remark.v19i3.17261

Palavras-chave:

Brand equity, Valor de marca, Modelagem de equações estruturais.

Resumo

Objetivo: Baseado na literatura de valor de marca e suas fontes de valor, o presente estudo propõe a ampliação do modelo de construção do patrimônio de marca, tendo como incremento o conceito de valor de marca e seus antecedentes.

Método: Para testar o modelo, um survey foi operacionalizado junto a 330 consumidores de moda surfwear. A análise do modelo se deu por meio de modelagem de equações estruturais com uso da ferramenta PLS.

Originalidade/Relevância: Propõe-se um modelo para análise da construção do valor e do patrimônio de marca.

Resultados: Os resultados apontam a relevância do valor percebido para a construção do patrimônio de marca, sendo antecedida pelo conhecimento, associações, enquadramento, significado e qualidade percebida.

Contribuições teóricas/metodológicas: O estudo buscou analisar as dimensões do patrimônio de marca e investigar as fontes de valor na sua operacionalização apontado dois caminhos relevantes a serem investigados. O primeiro caminho tem como ponto de partida a consciência de marca, que permite aos consumidores a formação de associações à marca. O segundo caminho proposto no modelo conceitual inicia-se pela percepção de qualidade.

Implicações gerenciais: Os resultados indicam que os gestores de marca devem promover uma comunicação de marca abrangente e atraente, a fim de aumentar o conhecimento da marca e associações positivas, sempre buscando maximizar o valor da marca. O foco deve estar na criação de um alinhamento entre a imagem da marca e o perfil do consumidor, pois é importante que o consumidor se identifique com a imagem que a marca promove.

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Biografia do Autor

Denis Lino Romanello, Escola de Comunicações e Artes/Universidade de São Paulo - ECA/USP

Especialista em Estética e Gestão de Moda, Universidade de São Paulo - USP

Otavio Freire, Universidade de São Paulo

Doutor em Gestão da Comunicação pela USP. Professor do Programa de Pós-Graduação em Administração - PPGA-FEA/USP, Professor do Programa de Pós-Graduação em Turismo - PPGTUR-EACH/USP

Filipe Quevedo-Silva, Universidade Federal de Mato Grosso do Sul

Doutor em Administração pela Universidade Nove de Julho. Professor do Programa de Pós-graduação em Administração da Universidade Federal de Mato Grosso do Sul

Eduardo Biagi Almeida Santos, Universidade Nove de Julho

Doutorado em Administração pela Universidade Nove de Julho. Professor do Ensino Superior da Universidade Nove de Julho

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