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Publication
Brand Love: avaliação de medidas biométricas e psicométricas
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| 3.51 MB | Adobe PDF |
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Abstract(s)
"O amor é o que nos une – seja a pessoas ou a objetos. Na verdade, os consumidores podem sentir-se emocionalmente ligados pelas marcas e, por consequência, construírem relacionamentos profundos e duradouros. Podem também ser promotores de vagas de passa-a-palavra e de recomendação da marca. Sendo um sentimento especial, o brand love é o tema que impulsiona a presente dissertação que se situa no campo científico das ciências do consumo e dos processos de branding.
O estudo procura aliar uma técnica de neuromarketing, biometria, juntamente com medidas psicométricas de brand love, com o objetivo de investigar e esclarecer se as medidas biométricas combinadas com as psicométricas tradicionais acrescentam maior discriminação e rigor à avaliação da atração/preferência, brand love, pelas marcas.
A presente dissertação consiste num estudo de caso transversal aplicado pelo método quasi-experimental com um desenho 2x2 post-hoc, com dois grupos de consumidores regulares (experimental e controlo) de marcas de perfumes femininos. Ao grupo experimental (ET) foram aplicadas medidas conjugadas de avaliação psicométrica e biométrica (eye-tracking), e ao grupo de controlo (SET) somente medidas psicométricas. Os resultados comparados indicam que se confirma a superioridade das medidas conjugadas (psicométricas+biométricas) para a aferição mais aprofundada e descriminada do brand love pelas marcas. Valida-se ainda um procedimento original para a aplicação conjugada de medidas psicométricas e biométricas através de uma escala operacional por indicadores comparados independentes. Por último, valida-se experimentalmente uma nova escala de brand love simplificada (Brand Love 13+1) adaptada para língua portuguesa."
Love is what brings us together – whether towards people or objects. In fact, consumers can feel emotionally connected to brands and, in consequence, build deep and longlasting relationships. They can also promote waves of mouth-to-mouth and brand advocacy. Being a special feeling, brand love is the subject that drives this thesis, which is part of the scientific area of consumerism and branding processes. This study strives to relate a neuromarketing technique, biometrics, with the psicometric measures of brand love, with the objective of investigating and clarifying if the biometric measures, combined with the traditional psicometric ones, add accuracy to the evaluation of attraction/preference, brand love, for brands. The present thesis consists in a cross longitudinal case study applied by a quasi-experimental method, with a 2x2 post-hoc design, with two groups of frequent customers (experimental and control) of woman’s perfume brands. To the experimental group (ET), psychometric and biometric (eye-tracking) evaluation measures were applied, and psychometric measures only were applied to the control group (SET). The comparative results demonstrate that the superiority of the combined measures (psychometric+biometric) for a more thorough and discriminated assessment of brand love is confirmed. An original procedure for the combined application of psychometric and biometric measures through an original operational scale by independent comparative indicators is also validated. Finally, a new scale of simplified brand love measures (Brand Love 13+1) adapted for the Portuguese language is validated.
Love is what brings us together – whether towards people or objects. In fact, consumers can feel emotionally connected to brands and, in consequence, build deep and longlasting relationships. They can also promote waves of mouth-to-mouth and brand advocacy. Being a special feeling, brand love is the subject that drives this thesis, which is part of the scientific area of consumerism and branding processes. This study strives to relate a neuromarketing technique, biometrics, with the psicometric measures of brand love, with the objective of investigating and clarifying if the biometric measures, combined with the traditional psicometric ones, add accuracy to the evaluation of attraction/preference, brand love, for brands. The present thesis consists in a cross longitudinal case study applied by a quasi-experimental method, with a 2x2 post-hoc design, with two groups of frequent customers (experimental and control) of woman’s perfume brands. To the experimental group (ET), psychometric and biometric (eye-tracking) evaluation measures were applied, and psychometric measures only were applied to the control group (SET). The comparative results demonstrate that the superiority of the combined measures (psychometric+biometric) for a more thorough and discriminated assessment of brand love is confirmed. An original procedure for the combined application of psychometric and biometric measures through an original operational scale by independent comparative indicators is also validated. Finally, a new scale of simplified brand love measures (Brand Love 13+1) adapted for the Portuguese language is validated.
Description
Keywords
Amor à marca Brand love Branding Biometria Psicometria Neuromarketing Eye-tracking