Estilos de apego a marca: análise do relacionamento de corredores de rua a marcas de artigos esportivos

• Ano de defesa: 2018
• Autor(a) principal: Antonini, Giovanna Aragão
• Orientador(a): Almeida, Luciana Florêncio de
• Banca de defesa: Mello, Cristina Helena P., Strehlau, Vivian Iara, Costa, Benny Kramer, Lima, Edmilson de Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: inteligência de mercado; marketing de relacionamento; apego a marca; estilos de apego; corrida de rua . artigos esportivos
• Palavras-chave em Inglês: marketing intelligence; relationship marketing; brand attachment; brand attachment styles; running; sportswear
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/324

The number of amateur runners and the value of sportswear market is growing in Brazil, making the study of these market and community even more important. The purpose of this work is to understand how this group establish long-term relationships with sportswear brands considering their brand attachment styles. To address this objective, a bibliographic research was made. It focused on the relationship marketing concepts evolution until the appropriation of attachment concept, originally born in psychology studies. This research also covers the definition of brand attachment and its differences versus other marketing constructs and an explanation regarding brand attachment characteristics and brand attachment styles. Scales used in other studies were adapted to be applied in a quantitative research with amateur runners (340 valid answers). The results show that, in the same way as the overall population, inside the amateur runners community, the persons have different brand attachment styles. The style has a significant influence in individuals’ brand preference for closeness and in their characteristics of attachment. A segmentation per brand attachment style of amateur runners and the description of each segment according to their preference for closeness and attachment characteristics is the main contribution of this work. The segments names are: loyal, anxious, distrustful and fearful. Anxious runners get attached more intensively, while the distrustful group does not get that much attached. Overall, all segments seek for closeness to the brand, but the distrustful group is the exception. Hedonism and nostalgia are attachment characteristics appreciated by all segments. It is important to highlight that demographic and sports routine characteristics are not discriminants among the segments. It is expected that this work enriches brand attachment styles theory and provides insights for companies to evolve on their relationship marketing strategies.