What do you mean by love? Understanding brand love experiences

Detalhes bibliográficos
Ano de defesa: 2019
Autor(a) principal: Sutil, Bruno do Nascimento
Orientador(a): Botelho, Delane
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Amor por marcas
Relacionamento com marcas
Desenvolvimento de escala
Modelagem de equações estruturais
Palavras-chave em Inglês:
Brand love
Brand relationships
Scale development
Structural equation modeling
Link de acesso: https://hdl.handle.net/10438/27652
Resumo: This study proposes that brand love is an umbrella term for different brand love experiences and proposes a scale to differentiate among them. After a literature review and a qualitative stage, reasons to love a brand were coded based on the relationship experiences the interviewees have with their loved brands. Each of the codes were translated into sentences, and a sample of 327 brand lovers were asked to choose their degree of agreement to each of the sentences. Through factorial analysis and Structural Equation Modeling (SEM) five factors emerged, representing brand love experiences, based on the grouping of reasons to love a brand: Values, Status, Involvement, Benefits and Quality, which exhibit distinct relationships to the long-established antecedents and consequents of brand love.
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spelling Sutil, Bruno do NascimentoEscolas::EAESPTonetto, Leandro MilettoZambaldi, FelipeBotelho, Delane2019-06-28T14:20:32Z2019-06-28T14:20:32Z2019-03-12https://hdl.handle.net/10438/27652This study proposes that brand love is an umbrella term for different brand love experiences and proposes a scale to differentiate among them. After a literature review and a qualitative stage, reasons to love a brand were coded based on the relationship experiences the interviewees have with their loved brands. Each of the codes were translated into sentences, and a sample of 327 brand lovers were asked to choose their degree of agreement to each of the sentences. Through factorial analysis and Structural Equation Modeling (SEM) five factors emerged, representing brand love experiences, based on the grouping of reasons to love a brand: Values, Status, Involvement, Benefits and Quality, which exhibit distinct relationships to the long-established antecedents and consequents of brand love.Este estudo propõe que amor por marcas é um termo amplo para diversas experiências de amor por marca, apresentando uma escala para diferenciar entre elas. Após uma revisão de literatura e uma etapa qualitativa, motivos para amar uma marca foram codificados das entrevistas nas quais foram abordadas as experiências de pessoas com suas marcas amadas. Cada código foi transformado em uma frase e uma amostra de 327 pessoas respondeu o seu grau de concordância com cada uma delas. Através de análise fatorial e modelagem de equações estruturais cinco fatores emergiram, representando as experiências de amor com base nos agrupamentos dos motivos para amar uma marca: Valores, Status, Envolvimento, Benefícios e Qualidade, os quais foram comparados com diferentes antecedentes e consequentes apresentados pela teoria.engBrand loveBrand relationshipsScale developmentStructural equation modelingAmor por marcasRelacionamento com marcasDesenvolvimento de escalaModelagem de equações estruturaisAdministração de empresasMarca de produtosComportamento do consumidorConsumidores - PreferênciaClientes - ContatosMarketing de relacionamentoWhat do you mean by love? 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dc.title.eng.fl_str_mv What do you mean by love? Understanding brand love experiences
title What do you mean by love? Understanding brand love experiences
spellingShingle What do you mean by love? Understanding brand love experiences
Sutil, Bruno do Nascimento
Brand love
Brand relationships
Scale development
Structural equation modeling
Amor por marcas
Relacionamento com marcas
Desenvolvimento de escala
Modelagem de equações estruturais
Administração de empresas
Marca de produtos
Comportamento do consumidor
Consumidores - Preferência
Clientes - Contatos
Marketing de relacionamento
title_short What do you mean by love? Understanding brand love experiences
title_full What do you mean by love? Understanding brand love experiences
title_fullStr What do you mean by love? Understanding brand love experiences
title_full_unstemmed What do you mean by love? Understanding brand love experiences
title_sort What do you mean by love? Understanding brand love experiences
author Sutil, Bruno do Nascimento
author_facet Sutil, Bruno do Nascimento
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Tonetto, Leandro Miletto
Zambaldi, Felipe
dc.contributor.author.fl_str_mv Sutil, Bruno do Nascimento
dc.contributor.advisor1.fl_str_mv Botelho, Delane
contributor_str_mv Botelho, Delane
dc.subject.eng.fl_str_mv Brand love
Brand relationships
Scale development
Structural equation modeling
topic Brand love
Brand relationships
Scale development
Structural equation modeling
Amor por marcas
Relacionamento com marcas
Desenvolvimento de escala
Modelagem de equações estruturais
Administração de empresas
Marca de produtos
Comportamento do consumidor
Consumidores - Preferência
Clientes - Contatos
Marketing de relacionamento
dc.subject.por.fl_str_mv Amor por marcas
Relacionamento com marcas
Desenvolvimento de escala
Modelagem de equações estruturais
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Marca de produtos
Comportamento do consumidor
Consumidores - Preferência
Clientes - Contatos
Marketing de relacionamento
description This study proposes that brand love is an umbrella term for different brand love experiences and proposes a scale to differentiate among them. After a literature review and a qualitative stage, reasons to love a brand were coded based on the relationship experiences the interviewees have with their loved brands. Each of the codes were translated into sentences, and a sample of 327 brand lovers were asked to choose their degree of agreement to each of the sentences. Through factorial analysis and Structural Equation Modeling (SEM) five factors emerged, representing brand love experiences, based on the grouping of reasons to love a brand: Values, Status, Involvement, Benefits and Quality, which exhibit distinct relationships to the long-established antecedents and consequents of brand love.
publishDate 2019
dc.date.accessioned.fl_str_mv 2019-06-28T14:20:32Z
dc.date.available.fl_str_mv 2019-06-28T14:20:32Z
dc.date.issued.fl_str_mv 2019-03-12
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://hdl.handle.net/10438/27652
url https://hdl.handle.net/10438/27652
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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