A influência do conhecimento da marca e dos níveis de preço no comportamento de compra
DOI:
https://doi.org/10.5585/remark.v22i2.22167Palavras-chave:
Percepção de preço da marca, Nível de preço, Valor percebido, Valor simbólicoResumo
Objetivo: O objetivo desta pesquisa é analisar como o conhecimento da marca e a faixa de preço moderam as relações entre as dimensões cognitivas (percepção de valor e nível de preço) e afetivas (emoção e valor simbólico) da visualização de preço de um varejista e seu impacto na intenção de compra.
Desenho/metodologia/abordagem: O estudo é baseado em uma pesquisa com 856 universitários brasileiros em uma grande cidade brasileira. A estrutura teórica básica inclui cinco parâmetros latentes e dois moderadores e suas relações são analisadas usando modelos de equações estruturais com análises multigrupo e de mediação moderada usando PROCESS.
Originalidade: Os resultados são importantes para o fortalecimento da pesquisa acadêmica na visualização de preço de marcas e apresentam de forma integrada a relação entre faixa de preço e valor percebido mediada pelo valor simbólico e emoções positivas e moderado pelo conhecimento da marca.
Resultados: Os resultados mostram que, para marcas conhecidas, o valor simbólico, o valor percebido e a intenção de compra são mais fortes em níveis de preço alto versus baixo, enquanto esses efeitos não existem para marcas desconhecidas. Além disso, um posicionamento de baixo preço reduz o valor simbólico e o valor percebido para marcas conhecidas, enquanto não tem efeito sobre o valor simbólico e aumenta diretamente o valor percebido de marcas desconhecidas.
Implicações práticas: Os resultados podem ajudar gestores de preços a direcionar melhor suas estratégias de precificação com base em como o conhecimento da marca e a faixa de preço impactam a percepção e as relações entre valor simbólico, valor percebido, emoções e intenção de compra do consumidor.
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