Avaliação do brand equity de uma instituição de ensino superior por meio da ressonância de marca e seus componentes

Moura, Luiz Rodrigo Cunha; Ferreira, Paulo Roberto dos Santos; Oliveira, Alessandra Duarte de; Moura, Luiz Eduardo Leite de; Cunha, Nina Rosa da Silveira

doi:10.18316/desenv.v6i2.3480

Cited by 2 publications

(4 citation statements)

References 10 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The brand resonance model measures brand strength based on consumer perceptions, assumptions, and attitudes. Marketing managers must choose what and how consumers should learn about the brand, what its differences and associations are, the desired reactions, and the reasons why consumers should be brand loyalists [ 31 ], as well as what the experience will be with the brand [ 32 ], in order to achieve the desired results. The strongest brands may be determined according to their customers, however brands with issues can also be determined by their customers [ 33 ].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

Ali

Alam

et al. 2023

Behavioral Sciences

View full text Add to dashboard Cite

Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience–attitudinal loyalty, and brand experience–behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management.

show abstract

Section: Theoretical Backgroundmentioning

confidence: 99%

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

Ali

Alam

et al. 2023

Behavioral Sciences

View full text Add to dashboard Cite

show abstract

“…The Brand Resonance Model is based on consumers' perceptions, beliefs and attitudes to measure brand strength. In order to achieve the desired results, marketing managers must decide what and how consumers should know about the brand, what are their differentials and associations, the desired responses and the reasons why consumers should be brand loyalists (Markus & Fallmyr, 2014;Raut, 2015;Moura et al, 2017) and what will be the experience with the brand (Tri, 2014). One can identify the strongest brands according to their consumers, but also identify the brands that have problems (Farhana & Islam, 2012).…”

Section: Brand Resonance Modelmentioning

confidence: 99%

“…In sum, the Brand Resonance Model is based on what it represents on consumers' minds (Tri, 2014;Moura et al, 2017).…”

Section: One Of the Major Contributions Of The Brand Resonance Pyramimentioning

confidence: 99%

“…Brand equity is one of the main responsible for customer loyalty and the creation of this relationship is a long-term process formed by several components, which must be identified and described in terms of their importance for the formation of a strong brand equity. These components and their interrelations form the models (Moura et al, 2017;Raut, 2015).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Test and validity of the Brand Resonance Model’s

Moura

Ferreira

Oliveira

et al. 2019

G&T

Self Cite

View full text Add to dashboard Cite

This study has the purpose to test and validate the Brand Resonance Model which is represented by a pyramid that contains cause and effect relationships between the constructs related to the brand (salience, image, performance, feeling, judgment and resonance), whose ultimate goal is to represent brand equity. Part of the research was carried out by a survey applied to hotel guests, at the end obtaining 302 questionnaires. Procedures were performed for data treatment, the constructs unidimensionality and reliability, convergent validity, discriminant validity and nomological validity. The results indicate that the Brand Resonance Model has nomological validity, since all the theoretical relations between the constructs were statistically significant. In terms of outcome the rational path -formed by performance and judgment -has a greater impact on brand resonance than the emotional path -image and feeling. The R 2 of brands' resonance, the value obtained was 83%. Keywords: Brand Resonance. Brand Resonance Pyramid. Brand Equity. Brand management. Validation and Testing of a Model. Teste e validação do Modelo de Ressonância de marca Resumo Esse trabalho tem por objetivo testar e validar o Modelo de Ressonância de Marca que é representado por uma pirâmide que contém as relações de causa e efeito entre construtos relacionados com a marca (saliência, imagem, performance, sentiment, julgamento e ressonância), cujo objetivo é representar o brand equity. A coleta de dados ocorreu através de um levantamento com os hóspedes de um hotel obtendo-se 302 questionários. A análise foi realizada por meio do tratamento dos dados, verificação da unidmensionalidade e confiabilidade dos construtos, validade convergente, validade discriminante e validade nomológica. Os resultados indicam que o Modelo de Ressonância de Marca possui validade nomológica, pois, todas as relações entre os construtos são estatisticamente significativas. O caminho racionalformado pela performance e julgamentoapresenta um maior impacto na ressonância da marca do que o caminho emocionalimagem e sentimento. Foi obtido um valor de 83% para o R 2 da ressonância da marca. ResumenEste trabajo tiene por objetivo probar y validar el Modelo de Resonancia de Marca que está representado por una pirámide que contiene las relaciones de causa y efecto entre constructos relacionados con la marca (saliente, imagen, performance, sentimiento, juicio y resonancia), cuyo objetivo es representar el brand equity. La recolección de datos ocurrió a través de un levantamiento con los huéspedes de un hotel obteniendo 302 cuestionarios. El análisis fue realizado por medio del tratamiento de los datos, verificación de la unidmensionalidad y confiabilidad de los constructos, validez convergente, validez discriminante y validez nomológica. Los resultados indican que el Modelo de Resonancia de Marca tiene validez nominal, pues todas las relaciones entre los constructos son estadísticamente significativas. El camino racional -formado por la performance y el juicio-presenta un mayor impacto ...

show abstract

Avaliação do brand equity de uma instituição de ensino superior por meio da ressonância de marca e seus componentes

Cited by 2 publications

References 10 publications

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

Test and validity of the Brand Resonance Model’s

Contact Info

Product

Resources

About