Value, Satisfaction and Word of Mouth for a Retail Brand

Bibliographic Details
Main Author: Frederico, Elias
Publication Date: 2014
Other Authors: Cantafaro, Raphael Tadeu, Aydar, Fábio Rodrigues, Shinzaki, Ana Paula Miwa
Format: Article
Language: por
Source: REMark - Revista Brasileira de Marketing
DOI: 10.5585/remark.v13i6.2793
Download full: https://periodicos.uninove.br/remark/article/view/12069
Summary: This study aimed to identify the antecedents of value, satisfaction and worth of mouth (WOM) for franchise and flagship store shoppers. The literature review and a in-depth interview with the flasgship store manager indicated that brand and product aspects, as well the store environment and services aspects influence value, satisfaction and WOM. Then, a structural model was adjusted and tested with data collected from a survey with 275 consumers. Findings indicate that WOM and satisfaction are mediated by hedonism and utilitarism. Brand and store aspects are determinants of hedonic value and store aspects are associated with utilitarism. In addiction, flagship shoppers are more satisfied and tend to recommend the brand more than franchise shoppers.
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spelling Value, Satisfaction and Word of Mouth for a Retail BrandValor, Satisfação e Recomendação Espontânea para uma Marca VarejistaSatisfaction; Value; Word of Mouth; Retailing.Satisfação; Valor; Recomendação Espontânea; VarejoThis study aimed to identify the antecedents of value, satisfaction and worth of mouth (WOM) for franchise and flagship store shoppers. The literature review and a in-depth interview with the flasgship store manager indicated that brand and product aspects, as well the store environment and services aspects influence value, satisfaction and WOM. Then, a structural model was adjusted and tested with data collected from a survey with 275 consumers. Findings indicate that WOM and satisfaction are mediated by hedonism and utilitarism. Brand and store aspects are determinants of hedonic value and store aspects are associated with utilitarism. In addiction, flagship shoppers are more satisfied and tend to recommend the brand more than franchise shoppers.Investigou-se, para uma amostra de 275 clientes das lojas conceito e franqueadas da Havaianas, os fatores determinantes do valor, da satisfao e recomendao espontnea. A reviso bibliogrfica e a entrevista com o gestor da loja conceito permitiram identificar os aspectos principais, testar o modelo estrutural e comparar os resultados por tipo de loja. Os atributos da marca e os da loja influenciam o valor, e indiretamente a satisfao, e o boca a boca para a marca e loja. Ainda, os clientes da loja conceito tendem a ficar mais satisfeitos e fazer mais recomendao espontnea que os clientes das lojas franqueadas.Universidade Nove de Julho - Uninove2014-12-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1206910.5585/remark.v13i6.2793ReMark - Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro - Dezembro; 107-1232177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12069/5712Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessFrederico, EliasCantafaro, Raphael TadeuAydar, Fábio RodriguesShinzaki, Ana Paula Miwa2019-02-19T17:42:37Zoai:https://periodicos.uninove.br:article/12069Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:42:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Value, Satisfaction and Word of Mouth for a Retail Brand
Valor, Satisfação e Recomendação Espontânea para uma Marca Varejista
title Value, Satisfaction and Word of Mouth for a Retail Brand
spellingShingle Value, Satisfaction and Word of Mouth for a Retail Brand
Value, Satisfaction and Word of Mouth for a Retail Brand
Frederico, Elias
Satisfaction; Value; Word of Mouth; Retailing.
Satisfação; Valor; Recomendação Espontânea; Varejo
Frederico, Elias
Satisfaction; Value; Word of Mouth; Retailing.
Satisfação; Valor; Recomendação Espontânea; Varejo
title_short Value, Satisfaction and Word of Mouth for a Retail Brand
title_full Value, Satisfaction and Word of Mouth for a Retail Brand
title_fullStr Value, Satisfaction and Word of Mouth for a Retail Brand
Value, Satisfaction and Word of Mouth for a Retail Brand
title_full_unstemmed Value, Satisfaction and Word of Mouth for a Retail Brand
Value, Satisfaction and Word of Mouth for a Retail Brand
title_sort Value, Satisfaction and Word of Mouth for a Retail Brand
author Frederico, Elias
author_facet Frederico, Elias
Frederico, Elias
Cantafaro, Raphael Tadeu
Aydar, Fábio Rodrigues
Shinzaki, Ana Paula Miwa
Cantafaro, Raphael Tadeu
Aydar, Fábio Rodrigues
Shinzaki, Ana Paula Miwa
author_role author
author2 Cantafaro, Raphael Tadeu
Aydar, Fábio Rodrigues
Shinzaki, Ana Paula Miwa
author2_role author
author
author
dc.contributor.author.fl_str_mv Frederico, Elias
Cantafaro, Raphael Tadeu
Aydar, Fábio Rodrigues
Shinzaki, Ana Paula Miwa
dc.subject.por.fl_str_mv Satisfaction; Value; Word of Mouth; Retailing.
Satisfação; Valor; Recomendação Espontânea; Varejo
topic Satisfaction; Value; Word of Mouth; Retailing.
Satisfação; Valor; Recomendação Espontânea; Varejo
description This study aimed to identify the antecedents of value, satisfaction and worth of mouth (WOM) for franchise and flagship store shoppers. The literature review and a in-depth interview with the flasgship store manager indicated that brand and product aspects, as well the store environment and services aspects influence value, satisfaction and WOM. Then, a structural model was adjusted and tested with data collected from a survey with 275 consumers. Findings indicate that WOM and satisfaction are mediated by hedonism and utilitarism. Brand and store aspects are determinants of hedonic value and store aspects are associated with utilitarism. In addiction, flagship shoppers are more satisfied and tend to recommend the brand more than franchise shoppers.
publishDate 2014
dc.date.none.fl_str_mv 2014-12-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12069
10.5585/remark.v13i6.2793
url https://periodicos.uninove.br/remark/article/view/12069
identifier_str_mv 10.5585/remark.v13i6.2793
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12069/5712
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro - Dezembro; 107-123
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1822182662904741888
dc.identifier.doi.none.fl_str_mv 10.5585/remark.v13i6.2793

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