CONSEQUÊNCIAS DA EXPERIÊNCIA DA MARCA EM CONSUMIDORES DO SETOR DE SMARTPHONES
DOI:
https://doi.org/10.15665/dem.v17i4.1931Resumo
O objetivo deste trabalho é medir a influência da experiência de marca de usuários de smartphones e sua consequência em relação à fidelidade à marca. A coleta de dados ocorreu por meio do uso de mídias sociais e 570 questionários válidos foram obtidos em mais de 120 cidades do Brasil. A análise dos dados ocorreu por meio da aplicação das técnicas de análise multivariada de dados. Das oito hipóteses testadas, sete delas foram apoiadas. Concluiu-se que a experiência da marca influencia significativamente a personalidade da marca, o que também influencia significativamente a satisfação do consumidor. Além disso, a experiência da marca, a personalidade da marca e a satisfação influenciam a fidelidade do consumidor, que tem um valor de aproximadamente 60% para a variância explicada. Foi verificada a formação de um construto de segunda ordem para a experiência da marca e personalidade da marca.
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