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Existe Brand Love no Electronic Word of Mouth (eWOM)? O caso dos fans de futebol
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Abstract(s)
Em 1986 Sternberg publica um estudo seminal sobre o amor, onde encontra três componentes: a intimidade, a paixão e a decisão/compromisso.
Vinte anos mais tarde, primeiro com Ahuvia enquanto explora desenvolvimentos do conceito de extended self de Belk, depois com Carroll e Ahuvia, chega-se a que é possível experienciar sentimentos como amor por marcas, criando ligações íntimas, apaixonadas e comprometidas com as mesmas.
O Brand Love representa o grau de apego emocional que o consumidor satisfeito tem pela marca. Não é tão simples como gostar de uma marca, é considerado um resultado de um relacionamento de longo prazo entre o consumidor e a marca.
A relação entre a confiança na marca e o brand love é estabelecida há medida que um consumidor acredita que pode confiar nela.
Caso a marca não consiga esse envolvimento com o consumidor pode surgir o oposto – Brand Hate. Vários sentimentos negativos podem levar à criação de conteúdo negativo, tanto online como offline.
O WOM é o processo de troca de informações sobre um produto ou serviço. O eWOM compreende uma comunicação maioritariamente escrita, enquanto o WOM offline é maioritariamente falado.
Este estudo compreende perceber o impacto do Brand Love no eWOM, levantando a questão, existe Brand love no digital?
O método de investigação é baseado no Thematic Analysis, onde foram identificados, analisados e descritos temas dentro dos dados das entrevistas semiestruturadas de forma a provar duas teorias. Os resultado obtidos demonstram a existência de manifestações do Brand Love no eWOM, pois os inquiridos demonstram as diversas componentes do amor ao longo do seu discurso.
In 1986 Sternberg publishes a seminal study on love, where he finds three components: intimacy, passion, and decision/commitment. Twenty years later, first with Ahuvia while exploring developments of Belk's extended self-concept, then with Carroll and Ahuvia, it is arrived at that it is possible to experience feelings such as love for brands by creating intimate, passionate, and committed connections with them. Brand Love represents the degree of emotional attachment that a satisfied consumer has for a brand. It is not as simple as liking a brand, it is considered a result of a long-term relationship between the consumer and the brand. The relationship between brand trust and brand love is established to the extent that a consumer believes he or she can trust the brand. In case the brand does not achieve this engagement with the consumer the opposite - Brand Hate - can arise. Various negative feelings can lead to the creation of negative content, both online and offline. WOM is the process of exchanging information about a product or service. eWOM comprises a mostly written communication, while offline WOM is mostly spoken. This study comprises understanding the impact of Brand Love on eWOM, raising the question, is there Brand love in digital? The research method is based on Thematic Analysis, where themes were identified, analyzed, and described within the semi-structured interview data to prove two theories. The results obtained demonstrate the existence of Brand Love manifestations in the eWOM, as respondents demonstrate the various components of love throughout their speech.
In 1986 Sternberg publishes a seminal study on love, where he finds three components: intimacy, passion, and decision/commitment. Twenty years later, first with Ahuvia while exploring developments of Belk's extended self-concept, then with Carroll and Ahuvia, it is arrived at that it is possible to experience feelings such as love for brands by creating intimate, passionate, and committed connections with them. Brand Love represents the degree of emotional attachment that a satisfied consumer has for a brand. It is not as simple as liking a brand, it is considered a result of a long-term relationship between the consumer and the brand. The relationship between brand trust and brand love is established to the extent that a consumer believes he or she can trust the brand. In case the brand does not achieve this engagement with the consumer the opposite - Brand Hate - can arise. Various negative feelings can lead to the creation of negative content, both online and offline. WOM is the process of exchanging information about a product or service. eWOM comprises a mostly written communication, while offline WOM is mostly spoken. This study comprises understanding the impact of Brand Love on eWOM, raising the question, is there Brand love in digital? The research method is based on Thematic Analysis, where themes were identified, analyzed, and described within the semi-structured interview data to prove two theories. The results obtained demonstrate the existence of Brand Love manifestations in the eWOM, as respondents demonstrate the various components of love throughout their speech.
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Keywords
Brand love Redes Sociais eWOM WOM Brand Hate