Antecedentes Da Intenção De Compra De Marcas Próprias: Um Estudo No Mercado Emergente

Borges, Lúcia Aparecida da Silva; Carvalho, Dirceu Tornavoi de; Miranda, Claudio de Souza

doi:10.1590/s0034-759020160604

Cited by 4 publications

(3 citation statements)

References 62 publications

(57 reference statements)

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“…The results portray the positive impact of comfort on the perception of hedonic consumers, in addition to mediating the positive relationship between store image and the perceptions of utilitarian and hedonic values, in agreement with the literature (Babin et al , 1994; Borges et al , 2016; Bao et al , 2011). Furthermore, besides agreeing with the theory on the subject, the hypothesis tests showed larger effect sizes for the indirect relations that pass through the perception of hedonic value compared to the indirect relations that pass through the perception of utilitarian value.…”

Section: Resultssupporting

confidence: 89%

“…Conversely, human crowding influences patronage intentions through increased perceived hedonic value. In addition to agreeing with the theory on the subject (Babin et al , 1994; Borges et al , 2016; Bao et al , 2011), we reveal that the more significant effect sizes for the indirect relations regarding the perception of hedonic value evidence of a possible change in the characteristic of the purchasing moment. During the pandemic, the purchase for convenience in neighborhood stores began to include hedonic aspects, as a way to replace leisure activities in urban areas, whose operation changed due to social distancing.…”

Section: Discussionsupporting

confidence: 87%

“…The store image can be understood as the set of perceptions experienced by the customer based on the physical and psychological aspects (Borges et al , 2016). It is how the store is defined in the mind of each consumer.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

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Leisure or work? Shopping behavior in neighborhood stores in a pandemic context

Brandão

Sarcinelli

Barcelos

et al. 2023

RAUSP

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Purpose This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage intention. Design/methodology/approach Online survey with 528 participants about the last shopping trip in neighborhood retail. The authors performed data analysis using structural equation modeling techniques. Findings High-perceived spatial crowding negatively influences shopping experience value perceptions, while human crowding influences patronage intentions through increased perceived hedonic value. Research limitations/implications Results suggest that purchase experience at well-known neighborhood stores during a sanitary crisis is becoming less convenience-oriented and a substitute for leisure activities due to social distancing. Practical implications The findings elucidate the social function of neighborhood convenience retailing during the COVID-19 pandemic. The results emphasize that a pleasant shopping experience arising from a good relationship with shopkeepers and other customers is more influential on patronage intention than a good product assortment and store layout. Social implications This paper contributes to the survival of small neighborhood businesses during the financial crisis installed due to Covid-19 by helping businesses become more attractive to their consumers and competitive in the new context. Originality/value The combined context of the health crisis due to COVID-19 and neighborhood retail of an emerging country raises the need for tests to better understand established marketing theories. Based on this rationale, this work intends to replicate and extend selected previous findings to the new environment dictated by the pandemic.

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Section: Resultssupporting

confidence: 89%

Section: Discussionsupporting

confidence: 87%

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Leisure or work? Shopping behavior in neighborhood stores in a pandemic context

Brandão

Sarcinelli

Barcelos

et al. 2023

RAUSP

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Influence of social media on restaurant consumers: A case study of Crab island restaurant

Lima

Mainardes

Cavalcanti

2019

Journal of Foodservice Business Research

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Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

et al. 2019

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Resumo O objetivo deste trabalho é analisar como propagandas com humor incongruente veiculadas no Facebook atuam no engajamento, nas atitudes e na intenção de compra das consumidoras brasileiras. Um experimento realizado no Facebook, com 269 consumidoras brasileiras, permitiu testar se a presença de humor incongruente influencia a efetividade das propagandas, confirmando tal hipótese, além de demonstrar que se trata de um apelo humorístico com efeitos positivos sobre o público feminino. Entre as contribuições deste artigo, destaca-se que, seus achados confirmam que engajamento, atitudes e intenção de compra conformam importantes medidas da efetividade das propagandas no contexto virtual; revelam novas facetas sobre a percepção das mulheres quanto a estímulos tradicionalmente destinados aos homens; e apontam as redes sociais como elementos fundamentais à tomada de decisão do consumidor. Evidencia-se, assim, o papel da internet como plataforma de interação entre empresas e usuários e a necessidade de construção de um relacionamento nesta conjuntura, contexto em que o humor incongruente mostra-se capaz de chamar atenção, despertar engajamento, provocar atitudes favoráveis e, deste modo, conduzir a intenção de compra.

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Antecedentes Da Intenção De Compra De Marcas Próprias: Um Estudo No Mercado Emergente

Cited by 4 publications

References 62 publications

Leisure or work? Shopping behavior in neighborhood stores in a pandemic context

Leisure or work? Shopping behavior in neighborhood stores in a pandemic context

Influence of social media on restaurant consumers: A case study of Crab island restaurant

Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

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