Value, Satisfaction and Word of Mouth for a Retail Brand
| Autor: | Frederico, Elias, Cantafaro, Raphael Tadeu, Aydar, Fábio Rodrigues, Shinzaki, Ana Paula Miwa |
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| Jazyk: | portugalština |
| Rok vydání: | 2014 |
| Předmět: | |
| Zdroj: | REMark: Revista Brasileira de Marketing, Vol 13, Iss 6, Pp 107-123 (2014) ReMark-Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro-Dezembro; 107-123 REMark-Revista Brasileira de Marketing Universidade Nove de Julho (UNINOVE) instacron:RBM |
| ISSN: | 2177-5184 |
| Popis: | 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. 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. |
| Databáze: | OpenAIRE |
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