Que nojo! Devo confiar em você? O papel do mindset na confiança da marca após um incidente negativo

• Rogelio Puente-Díaz ^[2] ; Judith Cavazos-Arroyo ^[1]
  1. [1] Universidad Popular Autónoma del Estado de Puebla

     Universidad Popular Autónoma del Estado de Puebla

     México

     
  2. [2] Universidad de Anáhuac
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 2, 2019, págs. 254-273
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i2.3973
• Enlaces
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• Resumen

  • Objetivo – O objetivo desta pesquisa é examinar a influência do mindset na reação dos consumidores a um evento negativo envolvendo uma marca corporativa.

    Metodologia – Realizamos dois estudos, um qualitativo e um quantitativo. No primeiro, mostrou-se aos participantes uma foto do incidente com uma legenda e realizaram-se entrevistas pessoais com os consumidores da categoria envolvida no evento, ou seja, pimentas verdes. No segundo, mostrou-se aos participantes a mesma imagem do primeiro estudo e eles responderam a uma série de questionários que avaliam o mindset, a confiança da marca e a intenção de compra.

    Resultados – O primeiro estudo mostrou a presença de um tema envolvendo estabilidade x maleabilidade das marcas, usado para explicar a decisão de confiar na marca ou comprá-la novamente ou não. O segundo estudo mostrou uma relação positiva entre um mindset de crescimento e confiança da marca. Da mesma forma, a confiança da marca foi relacionada positivamente à intenção de compra. O modelo de classe latente mostrou que as duas classes com níveis mais altos de mindset de crescimento tinham maior probabilidade de confiar na marca e comprá-la após o evento negativo.

    Contribuições – Até onde sabemos, apenas uma pesquisa examinou o papel do mindset na reação dos consumidores após um incidente negativo envolvendo uma marca corporativa. Assim, esta pesquisa tentou responder a um pedido recente de vários estudiosos do comportamento do consumidor para mais pesquisas sobre mindset.

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