Loading...
Publication
O papel do marketing experiencial na lealdade à marca: o setor automóvel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.03 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Cada vez mais as marcas estão conscientes da importância que clientes envolvidos e leais detêm na obtenção de uma maior vantagem competitiva. Mas estarão as marcas a conseguir alcançar a lealdade dos seus clientes ao proporcionarem-lhes experiências? Será o marketing experiencial um caminho para a lealdade? O presente estudo tem como objetivo compreender em que medida as ações de marketing experiencial desenvolvidas pelas marcas do setor automóvel ajudam a criar clientes leais à marca. Para este efeito, foi efetuada pesquisa sobre as temáticas em foco e analisados vários modelos da experiência e lealdade, que serviram de base ao trabalho desenvolvido.
Posteriormente procedeu-se a um estudo, levando a efeito a aplicação de um inquérito construído com base no modelo de Brakus, J., Schmitt, B. e Zarantonello, L. (2009), aplicado a uma amostra composta quer por inquiridos que participaram em ações de marketing experiencial promovidas por marcas do setor automóvel, quer por inquiridos que não participaram.
Uma vez que foram utilizados fatores já validados pelos autores do modelo, não se executou a análise fatorial, tendo-se avançado para o teste de fiabilidade com o Alpha de Chronbach, em que se concluiu que a escala comportamental não é fiável. Posteriormente utilizou-se a regressão linear múltipla, através da qual se concluiu que o nível de experiência não influencia a lealdade à marca.
Brands are more and more aware of the importance of having loyal and engaged customers, to conquer competitive advantage. But are they reaching loyalty providing experiences to their customers? Will the experiential marketing be a way to loyalty? This study aims to understand if experiential marketing actions on the automotive sector help to generate loyal customers. For that purpose, a research about the themes under study was made and several models of experience and loyalty were analyzed, as a basis for the present study, The next step consisted on a case study that was lead applying a survey built from a previously identified model on the bibliographic review. It was applied to a sample composed either by people who took part and did not take part on experiential marketing actions lead by automotive sector brands. On this study it was used a scale validated by its author, so it wasn`t necessary to apply the factorial analysis. So, the statistic work started with the reliability test using Chronbch`s Alpha, with whose it was concluded that the behavioral scale is not reliable. After that is was used the multiple regression to analyze the correlations between the experience dimensions, experience level and loyalty. Conclusions showed that the level of experience doesn`t influence brand loyalty.
Brands are more and more aware of the importance of having loyal and engaged customers, to conquer competitive advantage. But are they reaching loyalty providing experiences to their customers? Will the experiential marketing be a way to loyalty? This study aims to understand if experiential marketing actions on the automotive sector help to generate loyal customers. For that purpose, a research about the themes under study was made and several models of experience and loyalty were analyzed, as a basis for the present study, The next step consisted on a case study that was lead applying a survey built from a previously identified model on the bibliographic review. It was applied to a sample composed either by people who took part and did not take part on experiential marketing actions lead by automotive sector brands. On this study it was used a scale validated by its author, so it wasn`t necessary to apply the factorial analysis. So, the statistic work started with the reliability test using Chronbch`s Alpha, with whose it was concluded that the behavioral scale is not reliable. After that is was used the multiple regression to analyze the correlations between the experience dimensions, experience level and loyalty. Conclusions showed that the level of experience doesn`t influence brand loyalty.
Description
Keywords
Marketing experiencial Experiência Lealdade Engagement Setor automóvel