Respostas a eliminação de marcas: uma análise da autoconexão com marcas

Autores

DOI:

https://doi.org/10.5585/remark.v21i2.18452

Palavras-chave:

Eliminação de marca, Autoconexão com marca, Intenção de compra, Boca-a-boca, Afeto negativo

Resumo

Objetivo: Analisar o efeito da eliminação de marca sobre a intenção de compra e o boca-a-boca de uma companhia que implementa esta estratégia para reduzir seu portfólio.

Método: Três experimentos entre sujeitos 2 x 1 foram conduzidos para avaliar o impacto que diferentes estratégias pós-aquisição de marca (manutenção vs. eliminação) têm sobre a intenção de compra e o boca-a-boca. O efeito mediador do afeto negativo e moderador da autoconexão com marca foram também analisados.

Originalidade/Relevância: Este estudo experimental é o primeiro a analisar o impacto da eliminação de marcas sobre as respostas afetivas (afeto negativo) e conativas (intenção de compra e boca-a-boca) dos consumidores em relação a marca responsável por esta decisão em um contexto de aquisição.

Resultados: Em um contexto de aquisição, consumidores com elevados níveis de autoconexão apresentarão maiores níveis de afeto negativo após a eliminação da marca. Consequentemente, eles reduzirão a intenção de compra e a o boca-a-boca de produtos da companhia adquirente responsável pela eliminação de marca.

Contribuições teóricas / metodológica: Os resultados destacam a importância de considerar os níveis de autoconexão com a marca antes de optar por sua eliminação, pois tal estratégia pode afetar não apenas a marca eliminada, mas também reduzir a intenção de compra e boca-a-boca da companhia responsável por implementar esta decisão.

Biografia do Autor

Paulo de Paula Baptista, Pontifícia Universidade Católica do Paraná – PUCPR

Doutorado

 

Juan José Camou Viacava, Pontifícia Universidade Católica do Paraná – PUCPR

Doutorado

Juliana Del Secchi, Pontifícia Universidade Católica do Paraná – PUCPR

Doutorado

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Publicado

16.03.2022

Como Citar

Baptista, P. de P., Viacava, J. J. C., & Del Secchi, J. (2022). Respostas a eliminação de marcas: uma análise da autoconexão com marcas. ReMark - Revista Brasileira De Marketing, 21(2), 468–522. https://doi.org/10.5585/remark.v21i2.18452

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