O EFEITO QUE AS COMUNIDADES DE MARCA GERAM NO AMOR À MARCA
DOI:
https://doi.org/10.12662/2359-618xregea.v8i3.p127-147.2019Keywords:
Comunidades de marca, Amor à marca, Lealdade, Advocacia, Passa-a-palavraAbstract
Este artigo tem como objetivo identificar os impactos das comunidades de marcas em constructos relacionais, como passa-a-palavra, advocacia e lealdade, por meio dos efeitos do amor à marca. Foram recolhidos 510 questionários válidos entre os consumidores portugueses. A modelagem de equações estruturais foi utilizada para testar as hipóteses propostas. Há duas importantes contribuições: investigar os impactos das comunidades de marca e usar os efeitos mediadores do amor à marca nos resultados relacionais. Essa investigação mostra como as comunidades de marca podem contribuir para reforçar os laços entre marcas e clientes, introduzindo o amor nesses relacionamentos.
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