Escalas Concorrentes Para Mensuração do Amor à Marca: Um Estudo no Contexto Nacional

• Autores: Flávio Santino Bizarrias, Evandro Luiz Lopes
• Localización: Revista de Administração IMED, ISSN-e 2237-7956, Vol. 7, Nº. 1, 2017 (Ejemplar dedicado a: Janeiro-Junho), págs. 180-207
• Idioma: portugués
• DOI: 10.18256/2237-7956/raimed.v7n1p180-207
• Títulos paralelos:
  • Competing Scales for Measuring Brand Love:: A Study in the Brazilian Context
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • português

    As marcas desempenham um papel preponderante na estratégia de marketing das organizações. Em um ambiente cada vez mais competitivo, estabelecer diferenças significativas na percepção dos consumidores é um desafio cotidiano. As marcas proporcionam oportunidades de intensificação do relacionamento com os consumidores, em um patamar mais abstrato e subjetivo. Ao mesmo tempo, os consumidores encontram nas marcas oportunidades de extensão de sua identidade. Com base na teoria do relacionamento com as marcas, o construto Amor à marca estabelece que os consumidores formam relações afetivas fortes com as marcas, ampliando sua identidade.  Mesmo que o estudo do construto Amor à Marca seja bastante recente, várias pesquisas têm sido desenvolvidas no sentido de se determinar formas de mensurá-lo, culminando na criação de uma ampla gama de escalas. Devido à falta de consenso sobre qual é a mais eficiente, este estudo comparou as três escalas mais utilizadas para a mensuração do Amor à Marca, utilizando para validação nomológica a lealdade, o boca-a-boca positivo e a percepção de valor utilitário. Por meio da análise de equações estruturais, constatou-se que a escala de Carrol e Ahuvia (2006) obteve melhores resultados na explicação das variáveis dependentes escolhidas.

  • English

    Brands play an important role in the marketing strategy of organizations. In an increasingly competitive environment, to establish significant differences in the perception of consumers is a daily challenge. The brands provide opportunities for intensifying relationships with consumers in a more abstract and subjective level. At the same time, consumers find in brands opportunities to the extension of their identity. Based on the theory of the relationship with the brand, the brand love construct and establishes that consumers form strong emotional relationships with brands, expanding its identity. Even though the study of the construct brand love is fairly recent, considerable research has been undertaken to determine ways to measure it, culminating in the creation of a wide range of scales. Due to the lack of consensus on what is the most efficient, this study compared the three most used scales for measuring brand love, using as nomological validation loyalty, word-of - mouth and positive perception of utility value. Through the analysis of structural equations, it was found that the scale of Carroll and Ahuvia (2006) obtained better results in explaining the dependent variables chosen.

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