O Estudo do Amor a Marcas em Companhias Aéreas em Voos Domésticos
DOI:
https://doi.org/10.34019/2238-2925.2018.v8.3206Abstract
O objetivo desta pesquisa é analisar de que maneira o amor a marcas influencia a decisão de compra dos consumidores de empresas aéreas. Os principais conceitos relacionados ao amor a marcas são: a) o brand Love, ou amor a marcas, que tem como foco principal a fidelização e possui grande relação com os fatores movidos pela paixão; b) a identificação eu-marca; e c) a conexão emocional-positiva com a marca, na busca do atingimento do Brand Equity; Tais conceitos influenciam, principalmente, as empresas do setor de serviços, que é caso das companhias aéreas, que buscam atrativos para aumentar a qualidade percebida e, dessa forma, melhorar a relação com os clientes, aumentando a possibilidade de recompra. Para se desenvolver este estudo foi feito um levantamento com 119 pessoas que voaram em empresas do setor aéreo nos últimos seis meses. Os dados foram coletados, utilizando uma escala com 17 afirmativas, por meio do Google Forms, e análise foi feita utilizando-se o software Smartpls 2.0, com um modelo composto por quatro fatores e três hipóteses, que foram testadas durante a análise dos dados. Esta pesquisa teve como contribuição a validação do modelo de amor a marcas, adaptado pelos pesquisadores ao estudo de companhias aéreas e utilizando como base os estudos de Ahuvia, Batra e Bagozzi (2012). Nos resultados, ficou demonstrado que o conceito de amor a marcas pode ser utilizado pelas empresas para se diferenciarem das demais e, dessa forma, obterem vantagem competitiva.
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