Como a confiança, lealdade e vínculo emocional influenciam a conexão pessoal com a marca

• Heyde, Camila Von Der ^[1] ; Krug, Juliano ^[1] ; Falaster, Christian Daniel ^[1]
  1. [1] Universidade Regional de Blumenau

     Universidade Regional de Blumenau

     Brasil

     
• Localización: Revista de Ciências da Administração, ISSN-e 2175-8077, Vol. 21, Nº. 54, 2019, págs. 111-126
• Idioma: portugués
• DOI: 10.5007/2175-8077.2019.e61145
• Títulos paralelos:
  • How trust, loyalty, and emotional bonding influence personal brand connection
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires focusing on several functional and psychological factors.

  • português

    São muitos os fatores que estão ligados a confiança, a lealdade, o vínculo emocional e a conexão com a marca. Este estudo tem como objetivo relacionar cada um destes aspectos para que se obtenha uma conexão pessoal com a marca. Foi baseado em dados empíricos coletados de fonte primária por meio de um questionário aplicado a 179 respondentes. Com o estudo, pôde-se perceber que os aspectos citados anteriormente são conquistados gradativamente, por exemplo, dificilmente uma marca conquista a lealdade de seus clientes, sem antes conquistar a sua confiança. Os resultados do estudo demonstram que há uma forte relação entre afeto e conexão pessoal, entre confiança e conexão emocional e entre lealdade atitudinal e conexão emocional. Podemos concluir que os resultados estão de acordo com o que diz Vlachos et al. (2010), que considera que criar um forte vínculo emocional com a marca requer focar em vários fatores funcionais e psicológicos.

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