Os efeitos da participação em comunidades virtuais de marca no comportamento do consumidor: proposição e teste de um modelo teórico

Almeida, Stefânia Ordovás de; Mazzon, José Afonso; Dholakia, Utpal M.; Neto, Hugo Fridolino Müller

doi:10.1590/s1415-65552011000300002

Cited by 9 publications

(16 citation statements)

References 43 publications

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“…The choice decisions are based more on intangible characteristics, symbolic aspects, brand personality, and established mental associations, than on the functional characteristics of the product (Ellwood, 2004). It is also known that there is a relationship between the brand and the user's identity (Almeida, Mazzon, Dholakia, & Müller, 2011;Almeida, Mazzon, Müller, & Dholakia, 2012).…”

Section: Attitude and Constituted Componentsmentioning

confidence: 99%

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Toledo

Lopes

2016

BAR, Braz. Adm. Rev.

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The main objective of this study is to identify the effect of nostalgic feelings on consumer loyalty to the prevailing brand following the extinction of a brand in a merger/acquisition process. We also propose an explanatory model of the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the constructs under study, this paper outlines a theoretical model in which attitudes in relation to both extinct and prevailing brands mediate the relationship between nostalgic feelings and customer loyalty, which was subsequently analyzed by structural equation modeling. The results showed the effect of nostalgic feelings on customers' attitudes toward both extinct and prevailing brands and the influence of switching costs on building brand loyalty. The study contributed to the expansion of the theoretical framework on the subject of marketing by developing and validating a comprehensive model that adds to existing research, expanding the horizon of the study of the phenomenon.

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Section: Attitude and Constituted Componentsmentioning

confidence: 99%

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Toledo

Lopes

2016

BAR, Braz. Adm. Rev.

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“…O ramo varejista é um setor econômico competitivo e instável, logo o cliente deve ser o foco do negócio (ALMEIDA et al, 2011). Com efeito, o varejo está automatizando e sofisticando as ferramentas de administração a fim de auxiliar e facilitar as negociações, integrando diversas áreas, como logística, supply chain e setor operacional (MULHERN, 1997).…”

Section: Considerações Finaisunclassified

Qualidade Da Auditoria, Governança E Valor De Mercado: Um Estudo Para O Mercado Acionário Brasileiro Entre 2010 E 2017

Ana¹,

Ana²,

Bressan³

2020

Gestão De Organizações Públicas, Privadas E Da Sociedade Civil

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Todo o conteúdo deste livro está licenciado sob uma Licença de Atribuição Creative Commons. Atribuição 4.0 Internacional (CC BY 4.0).O conteúdo dos artigos e seus dados em sua forma, correção e confiabilidade são de responsabilidade exclusiva dos autores. Permitido o download da obra e o compartilhamento desde que sejam atribuídos créditos aos autores, mas sem a possibilidade de alterá-la de nenhuma forma ou utilizá-la para fins comerciais.

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“…According to Almeida et al [4], the influence of these changes is due to the opening of markets, changes in capitalism and, mainly, the way new technologies have changed the way people work, relate and buy, creating synergies between consumers and organizations. Indeed, the Internet has changed the way consumers interact with each other and with businesses, using a direct relationship, eliminating intermediaries in purchasing, and communication processes.…”

Section: Consumer Behavior In Online Shoppingmentioning

confidence: 99%

Potential and Advantages of Social Shopping in Portugal

Ferreira

Santos

Malta

2019

Marketing and Smart Technologies

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Social networks are present in our day-to-day and have a strong influence in almost all our personal and professional aspects. Among several benefits and challenges brought by Social Networks, we cannot ignore their potential in what e-commerce is concerned. Social shopping allows potential buyers to obtain information and opinions issued by other buyers with similar profiles, on products and services they are planning to acquire. This way, instead of allowing a brand or product to create in the community users the need or will to buy, it is the community itself, through social networks, to self-influence in the sense of defining what are the products and services they want to be marketed and in what way, thus obtaining better prices and reaffirming its identity. To accompany the acceptance of cybernauts of these new communication spaces, like for instance Facebook, and understanding whether these users are as well motivated in participating and taking advantage of these platforms as online shopping places, seems to be a relevant issue. In the present article, we investigate how Social Shopping affects the Portuguese consumers in their purchases.

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Os efeitos da participação em comunidades virtuais de marca no comportamento do consumidor: proposição e teste de um modelo teórico

Cited by 9 publications

References 43 publications

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Qualidade Da Auditoria, Governança E Valor De Mercado: Um Estudo Para O Mercado Acionário Brasileiro Entre 2010 E 2017

Potential and Advantages of Social Shopping in Portugal

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