Escala de engajamento do consumidor : replica??o e valida??o

• Ano de defesa: 2013
• Autor(a) principal: Marra, Guilherme dos Santos
• Orientador(a): Damacena, Cl?udio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontif?cia Universidade Cat?lica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de P?s-Gradua??o em Administra??o e Neg?cios
• Departamento: Faculdade de Administra??o, Contabilidade e Economia
• País: BR
• Palavras-chave em Português: ADMINISTRA??O DE EMPRESAS; COMPORTAMENTO DO CONSUMIDOR; MARKETING
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/5658

This dissertation presents a research about the confirmation of validity and reliability of the consumer engagement scale in the Brazilian context. Therefore, a search was made to find the main theoretical studies about the subject. Among the studies in the marketing field of study, studies of four researchers stood out: Vivek (2009); Van Doorn et al. (2010), Brodie et al. (2011), and Hollebeek (2011a). All these researches provide theoretical contribution, but one stands out, Vivek (2009). On this study was developed the consumer engagement scale that was tested in this research. The research method was separated into two stages, the first exploratory and the second descriptive. The first stage provided an immersion about the subject and the second described how the phenomenon manifests itself. It was survey three categories of offers, Apple branded products, shopping mall service and marketing activity of football clubs. For this study was developed a confirmatory factor analysis and a multiple regression analysis. The result of research partially confirmed the validity and reliability of the consumer engagement scale in the Brazilian context.