Consumer-brand relationship development in the automotive market: an integrative model

Página do item simplificado
dc.creatorHans Ruediger Kaufmann
dc.creatorCid Gonçalves Filho
dc.creatorChristiane Rocha e Silva
dc.creatorPlínio Rafael Reis Monteiro
dc.date.accessioned2023-09-21T15:47:25Z
dc.date.accessioned2025-09-08T23:16:24Z
dc.date.available2023-09-21T15:47:25Z
dc.date.issued2019
dc.identifier.doi10.1504/IJATM.2019.100910
dc.identifier.issn17415012
dc.identifier.urihttps://hdl.handle.net/1843/58830
dc.languageeng
dc.publisherUniversidade Federal de Minas Gerais
dc.relation.ispartofInternational Journal of Automotive Technology and Management
dc.rightsAcesso Restrito
dc.subjectMarketing
dc.subjectMarca registrada
dc.subjectAutomóveis
dc.subject.otherAutomotive marketing
dc.subject.otherCar manufacturer branding
dc.subject.otherConsumer-brand relationships
dc.subject.otherBrand equity
dc.subject.otherBrand love
dc.subject.otherBrand equity
dc.subject.otherBrand loyalty
dc.subject.otherBrand trust
dc.subject.otherBrand commitment
dc.subject.otherBrand image
dc.titleConsumer-brand relationship development in the automotive market: an integrative model
dc.typeArtigo de periódico
local.citation.epage340
local.citation.issue3/4
local.citation.spage321
local.citation.volume19
local.description.resumoThe nature of consumer-brand relationships (CBR) represents one of the topics with the most significant literary resonance in contemporary marketing. However, there is still a gap of a well-defined, integrated, and empirically tested model explaining the causal relationships of CBR's development stages. This study aims to explore and bridge this knowledge gap in the automotive market setting. In this sense, a survey of 427 consumers was carried out. The interrelated factors of the successive stages showed adequate levels of variance explanation. As word of mouth grows in importance, due to the spread of digital social networks, the research's results suggest that the development of attachment/love should become a primordial challenge to develop consumer-brand relationships. The main knowledge contribution of this research is the test of an integrated CBR model focused on the automotive market. The final CBR model reflects a fair level of consistency and provides a useful basis for practitioners to plan in detail actions that will engage consumers and manufacturer's brands.
local.publisher.countryBrasil
local.publisher.departmentFCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVAS
local.publisher.initialsUFMG
local.url.externahttps://www.inderscienceonline.com/doi/abs/10.1504/IJATM.2019.100910

Arquivos

Licença do pacote

Agora exibindo 1 - 1 de 1
Imagem de Miniatura
Nome:
License.txt
Tamanho:
1.99 KB
Formato:
Plain Text
Descrição:
Baixar

Coleções

Artigo de Periódico

Logo UFMG