CONSECUENCIAS DE LA EXPERIENCIA DE LA MARCA EN CONSUMIDORES DEL SECTOR SMARTPHONES

Autores/as

  • 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

DOI:

https://doi.org/10.15665/dem.v17i4.1931

Resumen

El propósito de este trabajo es medir la influencia de la experiencia de marca de los usuarios de teléfonos inteligentes y su consecuencia en relación con la lealtad a la marca. La recolección de datos se realizó a través del uso de las redes sociales y se obtuvieron 570 cuestionarios válidos en más de 120 ciudades de Brasil. De las ocho hipótesis probadas, siete de ellas fueron apoyadas. Se concluyó que la experiencia de la marca influye significativamente en la personalidad de la marca, lo que también influye significativamente en la satisfacción del consumidor. Además, la experiencia de la marca, la personalidad de la marca y la satisfacción influyen en la lealtad de los consumidores. La formación de los constructos también se verificó de un segundo nivel de experiencia de la marca y la personalidad de la marca.

Biografía del autor/a

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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Publicado

2019-09-15

Cómo citar

Pires, L. de L., Moura, L. R. C., & Cunha, N. R. da S. (2019). CONSECUENCIAS DE LA EXPERIENCIA DE LA MARCA EN CONSUMIDORES DEL SECTOR SMARTPHONES. Dimensión Empresarial, 17(4). https://doi.org/10.15665/dem.v17i4.1931

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ARTÍCULOS RESULTADOS DE INVESTIGACIÓN