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A influência das dimensões do Brand Equity na intenção de compra repetida: estudo de caso Autobrinca
| Name: | Description: | Size: | Format: | |
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| 1.68 MB | Adobe PDF |
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Abstract(s)
As marcas são consideradas um dos ativos estratégicos mais valiosos capazes de
impulsionar as empresas. Cada experiência do cliente com a marca representa uma
oportunidade de interação. A experiência com a marca é um construto fundamental
para as organizações e este trabalho mostrou a sua influência sob o valor da marca.
Torna-se importante que as empresas prestem atenção a todos os meios que possam
refletir as experiências com a marca, de forma a torná-las agradáveis para o
consumidor. Neste sentido, procurou-se analisar as dimensões do Brand Equity e a sua
influência na intenção de compra repetida dos consumidores de brinquedos e
puericultura. Para a concretização deste objetivo, foi criada uma escala que foi
disponibilizada online. O link foi partilhado através das redes sociais e do e-mail dos
clientes que fizeram compras online. O questionário foi preenchido por clientes que
tenham feito pelo menos uma compra na Autobrinca (N = 904), maioritariamente do
sexo feminino (77.6%), da zona norte (43.5%) e centro do país (44%) e com uma idade
média de 37.7 anos (DP = 9.41). Os resultados das correlações entre as dimensões do
Brand Equity, a Intenção de Compra Repetida e a Experiência anterior mostraram que
a intenção de compra destes participantes está relacionada com as com as dimensões
do Brand Equity. A análise da regressão múltipla parece sugerir que a Experiência
Anterior é uma subdimensão com maior capacidade de explicar o comportamento de
compra repetida. Por fim, os resultados parecem indicar que a Experiência Anterior
funciona como um mediador entre as dimensões do Brand Equity e a Intenção de
Compra Repetida. O presente trabalho ajudou a compreender o comportamento do
consumidor relativamente a uma marca de brinquedos e puericultura, produtos que
não são alvo de muitas investigações dentro da área do marketing.
Brands are considered to be one of the most valuable strategic assets that can drive companies forward. Each customer experience with the brand represents an opportunity for interaction. Brand experience is a crucial construct for organizations and this paper has shown its influence on brand equity. It becomes important for companies to pay attention to all the ways that can reflect the experiences with the brand, in order to make them pleasurable for the consumer. In this sense, we analyzed the dimensions of brand equity and its influence on the intention of repeated purchase by consumers of toys and childcare products. To accomplish this goal, a scale was created and made available online. The link was shared through social media and the email of customers who shopped online. The questionnaire was filled out by customers who had made at least one purchase at Autobrinca (N = 904), mostly female (77.6%), from the north (43.5%) and center of the country (44%) and with an average age of 37.7 years (SD = 9.41). The results of the correlations between the Brand Equity dimensions, Repeat Purchase Intention and Previous Experience showed that the purchase intention of these participants is related to the Brand Equity dimensions. Multiple regression analysis seems to suggest that Prior Experience is a subdimension with the greatest ability to explain repeat purchase behavior. Finally, the results seem to indicate that Prior Experience acts as a mediator between Brand Equity dimensions and Repeat Purchase Intention. The present work helped to understand consumer behavior regarding a toy and childcare brand, products that are not the target of many investigations within the marketing area.
Brands are considered to be one of the most valuable strategic assets that can drive companies forward. Each customer experience with the brand represents an opportunity for interaction. Brand experience is a crucial construct for organizations and this paper has shown its influence on brand equity. It becomes important for companies to pay attention to all the ways that can reflect the experiences with the brand, in order to make them pleasurable for the consumer. In this sense, we analyzed the dimensions of brand equity and its influence on the intention of repeated purchase by consumers of toys and childcare products. To accomplish this goal, a scale was created and made available online. The link was shared through social media and the email of customers who shopped online. The questionnaire was filled out by customers who had made at least one purchase at Autobrinca (N = 904), mostly female (77.6%), from the north (43.5%) and center of the country (44%) and with an average age of 37.7 years (SD = 9.41). The results of the correlations between the Brand Equity dimensions, Repeat Purchase Intention and Previous Experience showed that the purchase intention of these participants is related to the Brand Equity dimensions. Multiple regression analysis seems to suggest that Prior Experience is a subdimension with the greatest ability to explain repeat purchase behavior. Finally, the results seem to indicate that Prior Experience acts as a mediator between Brand Equity dimensions and Repeat Purchase Intention. The present work helped to understand consumer behavior regarding a toy and childcare brand, products that are not the target of many investigations within the marketing area.
Description
Keywords
Brand Equity Experiência anterior do cliente Intenção de compra repetida Processo de decisão de compra