A Influência da Marca na Intenção de Compra: Proposta de um Modelo de Brand Equity Integrado

• Ano de defesa: 2020
• Autor(a) principal: Mourad, Aimãn I.
• Orientador(a): Serralvo, Francisco Antonio
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: Brasil
• Palavras-chave em Português: Brand Equity; Branding (Marketing); Marca de produtos; Modelagem de Equações Estruturais
• Palavras-chave em Inglês: Branding (Marketing); Brand Equity; Brand name products; Structural Equation Modeling
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/23316

Having added value to the products offered by a company is a topic of interest among managers and academics in the marketing area and the brand, the main intangible asset of a company, is primarily responsible for creating this value, also generating differentiation, positioning, influence and longevity. . Seen as a source of competitive advantage and as a vital component for the success of organizations, there are flaws in the measurement of so-called brand equity, given its dynamic, complex and idiosyncratic nature, making the literature on the subject fragmented and inconclusive. From the above, the objective of this work is to propose an integrated brand equity model that identifies which dimensions of the brand act as antecedents of the consumer's purchase intention, once this gap is identified in the branding literature. The data used in this quantitative research were collected in the year 2020 through a survey and analyzed using the Structural Equation Modeling technique, using the SmartPLS® software. All the hypotheses raised in this research were supported, indicating that it is possible to measure the brand integrated equity composed of the dimensions “Brand Loyalty”, Perceived Quality ”, Brand Associations and Recognition”, “Brand Image,“ Brand Credibility and Reputation ”, Self-Expression with the Brand” and “Love of the Brand”, and identifying that the Integrated Brand Equity, proposed by this work, influences the consumer's purchase intention