Propagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do  brand equity  de um celular Samsung

Costa, Marconi Freitas da; Patriota, André Luiz de Moraes; Ângelo, Cláudio Felisoni de

doi:10.1016/j.rege.2017.05.004

Cited by 6 publications

(5 citation statements)

References 30 publications

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“…Já Rayburn e Voss (2013) apresentam que o valor hedônico de compra está associado também as expectativas dos consumidores, na qual um serviço bem prestado, atendendo as necessidades e expectativas, nutre a percepção de valor hedônico. Assim, o valor hedônico positivo traz satisfação por longo prazo (Babin & Attaway, 2000;Costa et al, 2017) gerando vínculo duradouro (Carpenter, 2008).…”

Section: Valor De Compra Hedônicaunclassified

Turistas psicocêntricos e os fatores influenciadores no valor de compra hedônico de um destino turístico de massa

Melo

Costa²,

Körössy³

2023

PDM

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Objetivo do estudo: Essa pesquisa buscou verificar quais influências a imagem do destino (ID), a motivação (MO) e a percepção de crowding (PC) poderiam exercer sobre o valor de compra hedônico (VCH) de turistas psicocêntricos em um destino turístico de massa.Metodologia/abordagem: foi utilizada uma abordagem quantitativa através de um survey como instrumento de coleta de dados. Desse modo, o questionário estruturado foi direcionado para pessoas que visitaram a cidade de Gramado/RS, obtendo assim, 153 respondentes, todos válidos para a amostra final. Os dados obtidos na pesquisa foram investigados a partir da análise de regressão linear múltipla. Originalidade/Relevância: Reside na associação do valor de compra hedônico com os construtos imagem do destino, motivação e percepção de crowding com a intenção de visitar Gramado/RS.Principais resultados: A pesquisa demonstrou que o construto imagem do destino a partir da dimensão entretenimento e o construto motivação influenciam positivamente o valor hedônico de compra. Dessa forma, observa-se que o valor de compra hedônico não está associado apenas à utilidade dos bens e serviços no qual o consumo utilitário se apoia, mais também ao prazer, a autorrealização e o status que o consumidor pode relacionar à compra do bem ou serviço. Contribuições teóricas/metodológicas: A principal contribuição desta pesquisa foi verificar que turistas denominados psicocêntricos, mesmo mantendo características semelhantes, podem ter comportamentos diferenciados a partir do novo modelo de consumo, da necessidade de estar incluso na sociedade, de status, de satisfação e de prazer. Logo, esta pesquisa pode complementar estudos futuros sobre valor de compra hedônico. Contribuições sociais/para a gestão: Os achados podem auxiliar em novas estratégias de planejamento da atividade turística.

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Section: Valor De Compra Hedônicaunclassified

Turistas psicocêntricos e os fatores influenciadores no valor de compra hedônico de um destino turístico de massa

Melo

Costa²,

Körössy³

2023

PDM

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“…Brand awareness defines the relationship between a customer and a product that has a degree of importance or tendency to stimulate feelings of interest in that product (Strubel and Patrie, 2016). Beside, brand awareness is the consumer's ability to remember the brand as part of a certain product category (Huang & Sarigölü, 2014;Da Costa et al, 2017). In short, brand awareness refers to the consumer's understanding or recognition of a specific product.…”

Section: Brand Awarenessmentioning

confidence: 99%

Purchase Intention on Grooming Products among Metrosexual Men: Whether Brand Awareness, Brand Loyalty and Self Concept Give Significant Relationship?

Abdullah¹,

Abas²,

Aziz³

et al. 2023

IJARBSS

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The objective of this paper is to study on purchase intention among metrosexual men living in Kuala Lumpur, Malaysia. In total, three hypotheses are developed on the relationship between dependent variable, purchase intention with brand loyalty, brand awareness and self-concept. The hypotheses were tested through a Smart-PLS using data from a sample of 200 of respondents in Kuala Lumpur. This research has been conducted to identify best drivers affect purchase intention of skincare or grooming products among metrosexual men in Kuala Lumpur, Malaysia. Most of independent variables are significantly correlated with Purchase Intention. The outcome of this study provides valuable understandings about metrosexual men who have a positive relationship between brand awareness, brand loyalty and selfconcept towards purchasing skincare or grooming products. Furthermore, it also recommends numerous important insights for marketing experts in terms of designing effective marketing strategies to capture the growing market, especially in the context of male skincare and grooming products.

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“…Thus, studying the individual's perception aims to understand how meanings are attributed to sensations or stimuli (Lindberg et al, 2018). Perception is a factor than influences individuals' actions (Schiffman & Kanuk, 2010;Costa et al, 2017). This is why for consumer behavior researchers it is essential to understand perception, since this is what in fact influences buying behavior (Solomon, 2016;Wang et al, 2018).…”

Section: Consumer Perception and Behavior And Sermentioning

confidence: 99%

“…The result is consistent with the idea that a better informed public tends to have more knowledge of companies' social and environmental actions. Based on this finding, organizations could invest in awareness-raising campaigns with greater reach (Costa et al, 2017), focusing especially on means of communicating and formatting the message that reach the public with the lowest level of schooling (Carrigan & Attalla, 2001). For Lim et al (2018), access to this information could enable customers to carry out more positive evaluations of the company due to social and environmental questions.…”

Section: Tests Of the Hypothesesmentioning

confidence: 99%

Corporate social and environmental responsibility: do consumers perceive it as being an organizational value?

2020

Self Cite

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This study investigates whether consumers perceive corporate social and environmental responsibility (SER) as an acquired organizational value or as existing due to other factors. Three organizations from different segments (cosmetics, fast food, and surf wear and street wear) were adopted as a reference. The data collection was carried out via a survey of consumers when they were in the establishments to make a purchase. The results allow it to be inferred that a considerable amount of the consumers do not evaluate the companies’ social and environmental responsibility as an organizational value, but as a corporate strategy. In addition, the consumers do not stop buying from an organization that does not have social and environmental responsibility. However, companies that disclose that they take a responsible position on social and environmental issues, but where in practice this does not occur, are punished by the consumers by them ceasing to buy from these organizations.

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Propagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do brand equity de um celular Samsung

Cited by 6 publications

References 30 publications

Turistas psicocêntricos e os fatores influenciadores no valor de compra hedônico de um destino turístico de massa

Turistas psicocêntricos e os fatores influenciadores no valor de compra hedônico de um destino turístico de massa

Purchase Intention on Grooming Products among Metrosexual Men: Whether Brand Awareness, Brand Loyalty and Self Concept Give Significant Relationship?

Corporate social and environmental responsibility: do consumers perceive it as being an organizational value?

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