Envíe este artículo por correo electrónico 
Escalas Concorrentes Para Mensuração do Amor à Marca: Um Estudo no Contexto Nacional
Resumen
As marcas desempenham um papel preponderante na estratégia de marketing das organizações. Em um ambiente cada vez mais competitivo, estabelecer diferenças significativas na percepção dos consumidores é um desafio cotidiano. As marcas proporcionam oportunidades de intensificação do relacionamento com os consumidores, em um patamar mais abstrato e subjetivo. Ao mesmo tempo, os consumidores encontram nas marcas oportunidades de extensão de sua identidade. Com base na teoria do relacionamento com as marcas, o construto Amor à marca estabelece que os consumidores formam relações afetivas fortes com as marcas, ampliando sua identidade. Mesmo que o estudo do construto Amor à Marca seja bastante recente, várias pesquisas têm sido desenvolvidas no sentido de se determinar formas de mensurá-lo, culminando na criação de uma ampla gama de escalas. Devido à falta de consenso sobre qual é a mais eficiente, este estudo comparou as três escalas mais utilizadas para a mensuração do Amor à Marca, utilizando para validação nomológica a lealdade, o boca-a-boca positivo e a percepção de valor utilitário. Por meio da análise de equações estruturais, constatou-se que a escala de Carrol e Ahuvia (2006) obteve melhores resultados na explicação das variáveis dependentes escolhidas.
Referencias
Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Advances in Consumer Research, 22(1), 391–39.
Ahuvia, A.C. (1993). I Love It! Towards a Unifying Theory of Love Across Diverse Love Objects. Doctoral dissertation, University of Michigan.
Ahuvia, A. C. (2005). Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32(1), 171-184.
Ahuvia, A. C., Batra, R., & Bagozzi, R. P. (2009). Love, Desire, and Identity. A conditional integration theory of the love of things. In: Handbook of Brand Relationship. Ed. MacInnis, Deborah J., Park, C. Whan, & Priester, Joseph R.. London, UK: Society of Consumer Psychology.
Ahuvia, A., Batra, R., & Bagozzi, R. P. (2014). Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters, 25, 235-243.
Albert, N., Merunka, D., & Valette-Florence, P. (2007). When consumers love their brands: Exploring the concept and its dimensions. Journal of business research, 61, 1062-1075.
Albert, N., Merunka, D., & Valette-Florence, P. (2009). The feeling love toward a brand. Concept and measurement. Advances in Consumer Research. North American Conference Proceedings, 36(1), 300-307.
Albert, N., & Valette-Florence, P. (2010). Measuring the Love Feeling for a Brand using Interpersonal Love Items. Journal of Marketing Development and Competitiveness, 5(1), 57-63.
Batra, R., Ahuvia, A. C., & Bagozzi, R. P. (2012). Band Love. Journal of Marketing, 76(1), 1–16.
Belk, R. W. (1998). Possessions and the Extended Self. Journal of Consumer Research, 2(15), 139–168.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17, 504.
Bido, D. D. S., Godoy, A. S., Ferreira, J. F., Kenski, J. M., & Scartezini, V. N. (2011). Examinando a relação entre aprendizagem individual, grupal e organizacional em uma instituição financeira. REAd. Revista Eletrônica de Administração, 17(1), 58-85.
Carroll, B., & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-89.
Casielles, R. V., Álvarez, L. S., & Lanza, A. del R. (2013). The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability An Analysis of Interpersonal and Non-Interpersonal Factors. Journal Of Advertising Research.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 91-93.
Churchill, G. A. (1979). A paradigm for developping better measures of marketing construct. Journal of Marketing Research, 16, 64-73.
Day, E. (1989). Share Of Heart: What Is It And How Can It Be Measured? The Journal of Consumer Marketing, 6(1), 5–12.
Fournier, S. (2009). Lessons learned about consumers’ relationship wih their brand. In The Handbook of Brand Relationships., Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester, eds. Armonk, NY: M.E. Sharpe 5-23.
Hendrick, C., & Hendrick, S. S. (2006). Styles of Romantic Love. in The New Psychology of Love. Robert Sternberg and Karin Sternberg, eds. New Haven, CT: Yale University Press, 149–170.
Hendrick, C., Hendrick, S. S., & Dicke, A. (1998). The Love Attitude Scale: Short form. Journal of Social and Personal Relationships, 15, 147-159.
Iglesias, O., Singh, J. J, & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582.
John, D. R. (2009). Stages of consumer socialization. The development of consumer knowledge, skills, and values, from childhood to adolescence. In “Handbook of consumer psychology”. Ed. Curtis P. H., Paul M. H., Frank R. K. York, NY: Lawrence Erlbaum Associates, p. 297-348.
Kamat, V. V., & Parulekar, A. A. (2007). BrandLove: the precursor to loyalty. In: Priester, J. R., Macinnis, D. J., & Park, C. W. New frontiers in branding: attitudes, attachments, and relationships. Advertising and Consumer Psychology Conference. Vol. 26. (EUA). Abstracts of the presentations. Santa Monica: Society for Consumer Psychology, 94-98.
Kaufmann, H. R., Loueiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product & Brand Management, v. 25, n. 6, p. 516–526.
Keh, H. T., Pang, J., & Peng, S. (2007). Understanding And Measuring Brand Love. In: Priester, J. R., Macinnis, D. J., Park, C. W. (Ed.). New frontiers in branding: attitudes, attachments, and relationships. Advertising and Consumer Psychology Conference, v. 26, 2007, (EUA). Abstracts of the presentations... Santa Monica: Society for Consumer Psychology, 84-88.
Lee, J. A. Love styles. (1988). In Barnes MH, Sternberg RJ. The Psychology of love. New Haven, Conn: Yale University Press.
Levin, J., & Fox, J. Elementary Statistics in Social Research. Allyn & Bacon.
Long-Tolbert, S. J., & Gammoh, B. S. (2006). In good and bad times: the interpersonal nature of brand love in service relationships. Journal of Services Marketing, 26(6), pp. 391–402.
Malär, L., Krohmer, H., Hoyer, W. D, & Nyffenegger, B. (2011). Journal of Marketing, 75(4), pp. 35-52.
Malhotra, N. (2012). Pesquisa de Marketing: Uma orientação aplicada.
Park, C. W., Macinnis, D. J., & Priester, J. (2006). Brand Attachment: Constructs, Consequences, and Causes. Foundations & Trends in Marketing, 1(3), pp. 191-219.
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: a complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management, 20(4), pp. 297–308.
Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (beta). Disponível em: . Acesso em: 2 nov. 2013.
Roy, S., Eshghi, A., & Sarkar, A. (2013Antecedents and consequences of brand love. Journal of Brand Management. p. 20: 325.
Rossiter, J. R. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), pp. 905–91.
Rubin, Z. I. (1970). Measurement of Romantic Love. Journal of Personality and Social Psychology, 16(2), pp. 265–73.
Shimp, T. A., & Madden, T. J. (1988). Consumer–Object Relations. Advances in Consumer Research, 15(1), pp. 163-168.
Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93, p. 119–135.
Sternberg, R. J. (1997). Construct validation of a triangular theory of love. European Journal of Social Psychology, 27(3), pp. 313-335.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), pp. 639-661
Thomson, M., Macinnis, D. J., & Park, C.W. (2005). The ties that bind: measuring the strength of consumers’ emotional attachment to brands. Journal of Consumer Psychology, 15(1), pp. 77-910.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 15, pp. 310-320.
Wang, X., & Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23, pp. 177–188.
Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in Love with a Product: The Structure of a Romantic Consumer–Product Relationship. Advances in Consumer Research, 31, 320-327.
DOI: https://doi.org/10.18256/2237-7956/raimed.v7n1p180-207
Enlaces refback
- No hay ningún enlace refback.
Copyright (c) 2017 Flávio Santino Bizarrias, Evandro Luiz Lopes
Revista de Administração IMED (RAIMED) ISSN: 2237-7956 Programa de Pós-Graduação em Administração (PPGA/Atitus)
Atitus Educação - Business School – www.imed.edu.br – Rua Senador Pinheiro, 304 – Bairro Vila Rodrigues – 99070-220 – Passo Fundo/RS – Brasil Tel.: +55 51 4004-4818
