Personalidade de marca, valor percebido e atitude do consumidor como preditores da intenção de comunicação boca a boca anterior à compra

Abstract

As internet and social media usage expands, significant growth in word-of-mouth communication has increased consumers' opinion-sharing about products and brands, regardless they ever having used, consumed, or been in contact with such products. For this reason, it is crucial for companies to better understand the cognitive and emotional aspects of such consumer behavior in order to protect their brands from negative word-of-mouth and stimulate positive mentions. Therefore, this work aims at analyzing the interrelations between brand personality, perceived value and attitude, as well as their predictive effects in word-ofmouth communications between customers before the purchase. In this descriptive study, 1,156 self-administered questionnaires data was subjected to Structural Equation Modeling analysis. Statistical analysis validated the data for PLS path modeling which, in turn, allowed estimation of several dependent interrelationships between latent variables in a model developed from literature. Results suggest that a chain of events, comprised by the analyzed constructs and moderated by brand familiarity and product involvement, results in customer's intention to engage in predominantly positive word-of-mouth prior to the purchase. When actually perceived, brand competence and emotional attributes overweight price perception in influencing customer's attitude toward word-of-mouth behavior.

Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

“…Tal fato corrobora com a teoria estudada no capítulo 3, acerca da importância da internet e das redes sociais para a divulgação e troca de opiniões entre indivíduos quanto a experiências com produtos e serviços, tornando-as públicas e acessíveis rapidamente a um grande número de outras pessoas, sejam elas clientes da mesma empresa ou não (EDELMAN, 2010;LI;ZHAN, 2011;ALMEIDA;RAMOS, 2012;TEIXEIRA, 2014;ENGINKAYA;YILMAZ, 2014).…”