Customer-based brand equity and customer behavioral intention: evidence from insurance service
DOI:
https://doi.org/10.5585/remark.v22i1.20256Palavras-chave:
Customer-based brand equity, Customer behavioral intention, Aaker’s CBBE model, Signalling theory, Insurance serviceResumo
Objetivos: As marcas como ferramentas eficazes e os ativos intangíveis mais valiosos das empresas são amplamente aplicadas para mudar as intenções comportamentais dos clientes. Criar marcas com alto posicionamento na mente dos clientes, que possam agregar grande valor a eles e afetar seus processos decisórios e intenções de compra, é a prioridade das empresas. Este estudo examina os efeitos do valor da marca baseado no cliente e suas dimensões compreendendo conhecimento da marca, associação à marca, qualidade percebida e lealdade à marca (modelo de Aaker) na intenção de recompra do cliente por meio do valor percebido pelo cliente à luz da teoria da sinalização.
Método: Essas relações são investigadas em uma amostra de segurados de vida iranianos (267 clientes) no contexto de seguros. Os dados da pesquisa são coletados por meio de questionário com coeficiente de confiabilidade igual a 0,95. A validade é investigada por meio de análise fatorial exploratória (EFA) e análise fatorial confirmatória (CFA). Para testar as hipóteses, são utilizadas análises de correlação e modelo de equações estruturais (path analysis).
Resultados: Os resultados mostram que o conhecimento da marca e a associação da marca não afetam o valor percebido pelo cliente e a intenção de recompra do cliente. A fidelidade à marca é a única dimensão que afeta diretamente a intenção de recompra do cliente. O valor percebido pelo cliente medeia os efeitos da qualidade percebida e da fidelidade à marca na intenção de recompra do cliente. Além disso, o valor da marca baseado no cliente, direta e indiretamente, por meio do valor percebido pelo cliente, influencia a intenção de recompra do cliente.
Theoretical contributions: This research examines the relationships between customer-based brand equity and its dimensions including brand awareness, brand association, perceived quality, and brand loyalty based on Aaker’s model and customer repurchase intention through customer perceived value in the light of signalling theory. These relationships have not been investigated in insurance context in Iran to date.
Relevance/Originality: The investigation of mentioned relationship based on signalling theory in insurance context in Iran.
Implicações para a gestão: O estudo atual fornece um padrão e uma ampla gama de sugestões para as seguradoras aprimorarem seu valor de marca baseado no cliente e seus aspectos, a fim de persuadir os clientes a comprar suas marcas novamente em um setor de seguros competitivo.
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