CONSEQUENCES OF THE BRAND´S EXPERIENCE IN CONSUMERS OF SMARTPHONES SECTOR

  • Luciano de Lima Pires Professor Assistente do Centro Universitário UNA
  • Luiz Rodrigo Cunha Moura Professor Adjunto do Centro Universitário UniBH
  • Nina Rosa da Silveira Cunha Professora Titular da Universidade Federal de Viçosa - UFV http://orcid.org/0000-0002-2292-2159

Abstract

The purpose of this work is to measure the influence of brand experience of users of smartphones and its consequence in relation to the brand loyalty. The data collection occurred through the use of social media and 570 valid questionnaires were obtained in more than 120 cities in Brazil. The data analysis occurred through the application of the techniques of multivariate data analysis. Of the eigth tested hypotheses, seven of them were supported. It was concluded that the brand experience significantly influences the brand personality, which also significantly influences the consumer satisfaction. In addition, the brand experience, the brand personality and the satisfaction influence the consumers loyalty, which has a value of approximately 60% for the explained variance. The formation of the constructs was also verified of a second level of experience of the brand and the brand personality.

Author Biographies

Luciano de Lima Pires, Professor Assistente do Centro Universitário UNA

Mestre em Administração pelo Centro Universitário UNA. Brasil

Bacharel em Publicidade e Propaganda pelo Centro Universitário de Belo Horizonte, UNI-BH, Brasil.

Luiz Rodrigo Cunha Moura, Professor Adjunto do Centro Universitário UniBH

Doutor em Administração pela Universidade Federal de Minas Gerais - UFMG.

Mestre em Administração pela Universidade Federal de Minas Gerais - UFMG.

Pós-Graduado em Tecnologia da Informação e Gestão Empresarial pela PUC-Minas.

Bacharel em Informática pela Universidade Federal de Viçosa - UFV.

Nina Rosa da Silveira Cunha, Professora Titular da Universidade Federal de Viçosa - UFV

Doutora em Economia Rural pela Universidade Federal de Viçosa - UFV.

Mestre em Administração pela Universidade Federal de Minas Gerais - UFMG.

Bacharel em Direito pela Universidade de Itauna.

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Published
2019-09-15
Section
RESEARCH RESULTS ARTICLES

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