Estimando o valor da marca de lugar baseada no stakeholder: um lugar, múltiplas perspectivas
DOI:
https://doi.org/10.5585/remark.v21i1.21102Palavras-chave:
Marca de lugar, Valor de marca de lugar, Valor de marca de lugar baseado no stakeholder, Stakeholders, Marcas regionaisResumo
Objetivo: O objetivo desse estudo é desenvolver e testar uma medida de valor de marca de lugar baseada na perspectiva de múltiplos stakeholders.
Metodologia/Abordagem: O valor de marca de lugar baseado no stakeholder é estimado por meio de CB-SEM, usando MANOVA para comparar as diferenças e similaridades entre aqueles que têm diferentes interesses e comportamentos em relação ao lugar. Os resultados são baseados em pesquisa conduzida com stakeholders do Vale dos Vinhedos, região vinícola do sul do Brasil.
Resultados: A lealdade teve o maior efeito no valor da marca, seguida pelo valor percebido e pela consciência de marca, a qual apresentou um efeito negativo. Os grupos de stakeholders foram distinguidos baseados em interesse e comportamento (frequência de visita e proximidade). Houve diferenças significativas em todas as dimensões do valor da marca quando comparado o grupo com alta frequência de visita em relação àqueles com baixa frequência. Por outro lado, houve limitações na diferenciação do valor da marca nas outras duas abordagens de agrupamento.
Contribuições teóricas / metodológicas: Há uma predominância, na literatura especializada, do uso de critérios subjetivos para agrupar stakeholders, o que limita a realização de estudos comparativos entre diferentes grupos e lugares. Esta limitação é endereçada com o desenvolvimento de uma medida que considera comportamento para formar grupos independentes de stakeholders: comunidade, locais e turistas.
Relevância / originalidade: Os resultados embasam a proposição de uma medida para avaliar a perspectiva de múltiplos stakeholders sobre o valor de marca de lugar baseado em dados comportamentais.
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