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Authors
Advisor(s)
Abstract(s)
Este estudo tem o objetivo geral de traçar uma relação entre a influência intergeracional
e a lealdade à marca, tendo como suporte a utilização de dois mecanismos de
categorização presentes na literatura académica, mas que nunca haviam sido aplicados
num mesmo estudo.
Este é um estudo do tipo quantitativo suportado numa amostra por conveniência de uma
amostragem não probabilística. A amostra final é composta por 314 jovens adultos do
Brasil e Portugal.
Os resultados revelam que a influência relatada pela amostra é, em sua maioria, realizada
através da modalidade de mera observação o que pode levar ao consumidor apresentar
um comportamento leal à marca orientado para as categorias de mudança de lealdade e
lealdade partilhada. Também se observou que a influência intergeracional está
direcionada para os produtos de baixo valor, enquanto a lealdade à marca está
direcionada para os produtos de médio valor.
Em termos de limitação, a pesquisa se restringe ao ponto de vista dos filhos, sendo
excluído o acordo dos pais para uma análise mais precisa. Outro ponto, está na
generalização do uso de categorias de produto delimitadas por percepção de valor.
Entretanto, os pontos de limitação não diminuem a relevância académica do estudo que
ajuda a compreender como o marketing pode transferir o comportamento leal à marca
de uma geração para outra.
Em termos de originalidade, este é o primeiro estudo a traçar uma relação entre a
influência intergeracional e a lealdade à marca através de mecanismos de categorização.
This study has the general objective of drawing a relationship between intergenerational influence and brand loyalty, supported by the use of two categorization mechanisms present in the academic literature, but which had never been applied in the same study. This is a quantitative study structured in a sample for the convenience of a nonprobabilistic sample. The final sample consists of 314 young adults from Brazil and Portugal. The results reveal that the influence reported by the sample is, for the most part, accomplished through the modality of mere observation, which can lead the consumer to present a brand loyal behavior oriented to the categories of change of loyalty and shared loyalty. It was also observed that intergenerational influence is directed at lowvalue products, while brand loyalty is directed at medium-value products. In terms of limitations, the research is restricted to the children's point of view, with the parents' agreement being excluded for a more precise analysis. Another point is the widespread use of product categories delimited by perceived value. However, the points of limitation do not diminish the academic relevance of the study, which helps to understand how marketing can transfer brand-loyal behavior from one generation to another. In terms of originality, this is the first study to trace a relationship between intergenerational influence and brand loyalty through categorization mechanisms.
This study has the general objective of drawing a relationship between intergenerational influence and brand loyalty, supported by the use of two categorization mechanisms present in the academic literature, but which had never been applied in the same study. This is a quantitative study structured in a sample for the convenience of a nonprobabilistic sample. The final sample consists of 314 young adults from Brazil and Portugal. The results reveal that the influence reported by the sample is, for the most part, accomplished through the modality of mere observation, which can lead the consumer to present a brand loyal behavior oriented to the categories of change of loyalty and shared loyalty. It was also observed that intergenerational influence is directed at lowvalue products, while brand loyalty is directed at medium-value products. In terms of limitations, the research is restricted to the children's point of view, with the parents' agreement being excluded for a more precise analysis. Another point is the widespread use of product categories delimited by perceived value. However, the points of limitation do not diminish the academic relevance of the study, which helps to understand how marketing can transfer brand-loyal behavior from one generation to another. In terms of originality, this is the first study to trace a relationship between intergenerational influence and brand loyalty through categorization mechanisms.
Description
Keywords
Brand Equity Categorias de Produto Consumo Em Família Influência Intergeracional Lealdade à Marca Socialização do Consumidor