La Experiencia de Marca y Sus Efectos en el Comportamiento de los Foliones en el Carnaval de Belo Horizonte
DOI:
https://doi.org/10.29149/mtr.v5i1.5648Palavras-chave:
Carnaval, Experiencia de marca, Lealtad de marca, Comunicación boca a boca, Eventos de calle.Resumo
La experiencia de marca es un tema muy relevante para el sector del turismo, pues la mayoría de los negocios de este sector está relacionada con los servicios, los cuales contribuyen fuertemente a la formación de la experiencia por parte del turista. El objetivo de este trabajo es lo de elaborar y probar un modelo teórico sobre la experiencia de marca y sus consecuencias en términos de lealtad de los foliones del carnaval y de sus intenciones al realizar la propaganda boca a boca. Asimismo, se medirá la percepción de la experiencia de marca del carnaval de la ciudad de Belo Horizonte, considerando sus componentes sensoriales, afectivos, comportamentales e intelectuales. Se ha realizado una survey por la internet, utilizando principalmente de las redes sociales como el Instagram y el WhatsApp de las que se han obtenido 470 respuestas válidas. Los hallazgos indican que la experiencia de marca está formada por cuatro dimensiones teóricas: la experiencia de marca-sensorial, la experiencia de marca-afectiva, la experiencia de marca-comportamental y la experiencia de marca-intelectual. El modelo elaborado de prueba presentó validez nomológica y todas sus hipótesis fueron aceptadas. Se verificó que la experiencia de marca impacta significativamente tanto en la lealtad de los foliones del carnaval, como en su propaganda boca a boca. Además, la lealtad incide también en dicha forma de comunicación. La varianza explicada para la lealtad ha sido de un 58% y de un 78% para la comunicación boca a boca.
Referências
Aaker, D. A. (2012). Building strong brands. New York: Simon and Schuster.
Ahn, J. & Back, K. J. (2019). Cruise brand experience: functional and wellness value creation in tourism business. International Journal of Contemporary Hospitality Management, 31(5), 2205-2223.
Alves, C. A. & Marques, R. B. (2019). Hospitalidad, emociones y experiencias en los servicios turísticos. Estudios y Perspectivas en Turismo, 28(2), 290-311.
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. The Service Industries Journal, 27(6), 795-808.
Ballester, M. E. D., Alemán, J. L. M. & Guillén, M. J. Y. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45, 335-353.
Ballester, M. E. D. & Sabiote, E. F. (2015). Brand experimental value versus Brand functional value: which matters more for the Brand? European Journal of Marketing, 49, 1857-1879.
Bansal, H. S. & Voyer, P. A. (2000) Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Barnes, S., Mattsson, J. & Sorensen, F. (2014). Destination brand experience and visitor behavior: testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
Batra, R., Ahuvia, A. C. & Bagozzi, R. P. (2012) Brand Love. Journal of Marketing, 76(1), 1-16.
Beckman, E., Kumar, A. & Kim, Y. (2013). The impact of brand experience on downtown success. Journal of Travel Research, 52, 646-658.
Belotur (2019). Empresa Municipal de Turismo de Belo Horizonte - Carnaval de Belo Horizonte 2019 encanta 4,3 milhões de foliões. Recuperado de http://www.belohorizonte.mg.gov.br/sala-de-imprensa/noticia/carnaval-de-belo-horizonte-2019-encanta-43-milhoes-de-folioes.
Bernardo, M. H., Giuliani, A. C., Pizzinatto, N. K. & Monteiro, T. A. (2018). Brand love no setor de cosméticos: uma análise comparativa das revendedoras de uma marca global do Brasil e do México. Revista Brasileira de Marketing, 17(1), 19-30.
Blodgett, J. G., Granbois, D. H. & Walters, R. G. (1993). The effects of perceived justice on complainants, negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69, 399-428.
Brakus, J. J.; Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.
Cabrera, S. (2013). La fidelización del cliente en negocios de restauración. Cuadernos del centro de estudios en diseño y comunicación, 45, 155-164.
Carrol, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-90.
Chen, C. T. (2016). The investigation on brand image of University Education and Students’ Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23-33.
Cheng, B. L.; Gan, C. C., Imrie, B. C. & Mansori, S. (2018). Service recovery, customer satisfaction and customer loyalty: evidence from Malaysia`s hotel industry. Journal of Quality and Service Sciences, 1-18.
Cleff, T., Dorr, S., Vicknair, A. & Walter, N. (2013). Brand experience - how it relates to brand personality, consumer satisfaction and consumer loyalty. An empirical analysis of the Adidas brand. Interdisciplinary Management Research, 9(31), 731-754.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N. & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: a multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
Duque, D. A. S., Santos, J. L. Q. & Galárraga, F. J. M. (2016). Criterios de medición en la lealtad del cliente aplicados a restaurantes de la ciudad de Quito. Gran Tour, 14, 23-43.
Esteban, A. A., Ballester, M. E. D. & Muñoz, J. P. (2014) ¿Quién ama a las marcas? Determinantes personales y de consumo. Revista Española de Investigación en Marketing ESIC, 18(1), 2-16.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. & Bryant, B. E. (1996) The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60, 7-18.
Gosling, M., Silva, J. A. & Coelho, M. de F. (2016). El modelo de experiencias aplicado a un museo: La perspectiva de los visitantes. Estudios y Perspectivas en Turismo, 25(4), 460-482.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tathan, R. L. (2009). Multivariate Data Analysis. Upper Saddle River: Prentice Hall.
Hamilton, R. W. & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing consumers’ preferences after direct and indirect product experiences. Journal of Consumer Research, 34(4), 546-555.
Huong, P. T. L., Hong, N. T., & Khai, T. T. (2016). Effects of brand experience on brand loyalty in fashion retail business. Journal of Economic Development, 23(3), 73-88.
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.
Kang, J., Manthiou, A., Sumarjan, N. & Tang, L. (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry. Journal of Hospitality Marketing & Management, 26(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-19.
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 1-16.
Keng, C. J., Tran, V. D., & Le Thi, T. M. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3), 247-262.
Khan, I. & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452.
Kim, J. W., Lee, F. & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62-76.
Kim, J. & Yu, E. A. (2016). The holistic brand experience of branded mobile applications affects brand loyalty. Social Behavior and Personality: an international journal, 44(1), 77-87.
Lee, H. J. & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
Lemon, K. N. & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29, 458-468.
Ly, P. T. M. & Loc, L. T. (2017). The relationship between brand experience, brand personality and customer loyalty. International Journal of Business & Economics, 16(2), 109-126.
Malhotra, N., Nunan, D. & Birks, D. F. (2017). Marketing Research: an applied approach. New York: Pearson.
Markovic, S., Iglesias, O., Singh, J. J. & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740.
Moreira, A. C., Silva, P. M. F., & Moutinho, V. M. F. (2017). The effects of brand experiences on quality, satisfaction and loyalty: An empirical study in the telecommunications multiple-play service market. Innovar, 27(64), 23-36.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12-24.
Neves, F. V., Bizarrias, F. S., da Silva, J. G. & Ferreira, M. C. O. (2017). A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil. Revista Ciências Administrativas, 23(1), 156-185.
Nikhashemi, S. R., Jebarajakirthy, C. & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services, 48, 122-135.
Nunnaly, J. C. y Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Ong, C. H., Lee, H. W. & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 1-20.
Pascual, F. G., García, N. M. & Gómez, J. M. (2018). Influencia de la satisfacción y el valor percibido sobre el “Word-of-Mouth” en los usuarios de centros deportivos. Revista Euroamericana de Ciencias del Deporte, 8(1), 39-36.
Pine, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7-8), 664-683.
Reichheld, F. F., Markey, R. G. J. & Hopton, C. (2000). The loyalty effect - the relationship between loyalty and profits. Eur. Bus. J., 12(3), 134-140.
Rezende, N. E. H., Moura, L. R. C., Vasconcelos, F. C. W. & Cunha, N. R. S. (2017). Proposition and Test of a Quality Assessment Extension WebQual Model in Brazil. Review of European Studies, 9(2), 74-90.
Şahin, A., Zehir, C. & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190-11201.
Sallam, M. A. (2015). The effects of brand credibility on customers wom communication: the mediating role of brand commitment. European Journal of Business and Social Sciences, 4(9), 164-176.
Santini, F. O., Ladeira, W. J., Sampaio, C. H. & Pinto, D. C. (2018). The brand experience extended model: a meta analysis. Journal of Brand Management, 25(6), 519-535.
Santos, P. H., Moura, L. R. C., Vasconcelos, F. C. W. & Cunha, N. R. S. (2017). Avaliação da qualidade de serviços educacionais em uma instituição pública de ensino superior e suas consequências. Desafio Online, 5(2), 179-189.
Schembri, S. (2009). Reframing brand experience: the experiential meaning of Harley-Davidson. Journal of Business Research, 62(12), 1299-1310.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Schmitt, B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417-419.
Shim, S., Forsyth, S. & Kwon, W. (2015). Impact of online flow on brand experience and loyalty. Journal of Electronic Commerce Research, 16(1), 56.
Sirdeshmukh, D., Ahmad, N. B., Khan, S. & Ashill, N. J. (2018). Drivers of user loyalty intention and commitment to a search engine: an exploratory study. Journal of Retailing and Consumer Services, 44, 71-81.
Singh, J. & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of marketing Science, 28(1), 150-167.
Smith, D. N. & Chen, X. (2018). Brand Experience, flow and brand app loyalty: Examining consumer decision making within branded mobile apps. Marketing Management Journal, 28(2), 145-160.
Tsai, Y. C., Chang, H. C. & Ho, K. C. (2015). A study of the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. Contemporary Management Research, 11(2), 97-116.
Veas-Gonzáles, I. A., Sanchez-Ortiz, A. D. & Perez-Cabañero, C. (2019). Determinantes del marketing boca a boca en el contexto universitario: el rol de la satisfacción y la lealtad de los estudiantes. Formación Universitaria, 12(1), 45-54.
Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Walter, N., Cleff, T. & Chu, G. (2013). Brand experience’s influence on customer satisfaction and loyalty: a mirage in marketing research. International Journal of management research and business strategy, 2(1), 130-144.
Wirtz, J. & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior. International Journal of Service Industry Management, 13(2), 141-162.
Zarantonello, L. & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532-540.
Ahn, J. & Back, K. J. (2019). Cruise brand experience: functional and wellness value creation in tourism business. International Journal of Contemporary Hospitality Management, 31(5), 2205-2223.
Alves, C. A. & Marques, R. B. (2019). Hospitalidad, emociones y experiencias en los servicios turísticos. Estudios y Perspectivas en Turismo, 28(2), 290-311.
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. The Service Industries Journal, 27(6), 795-808.
Ballester, M. E. D., Alemán, J. L. M. & Guillén, M. J. Y. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45, 335-353.
Ballester, M. E. D. & Sabiote, E. F. (2015). Brand experimental value versus Brand functional value: which matters more for the Brand? European Journal of Marketing, 49, 1857-1879.
Bansal, H. S. & Voyer, P. A. (2000) Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Barnes, S., Mattsson, J. & Sorensen, F. (2014). Destination brand experience and visitor behavior: testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
Batra, R., Ahuvia, A. C. & Bagozzi, R. P. (2012) Brand Love. Journal of Marketing, 76(1), 1-16.
Beckman, E., Kumar, A. & Kim, Y. (2013). The impact of brand experience on downtown success. Journal of Travel Research, 52, 646-658.
Belotur (2019). Empresa Municipal de Turismo de Belo Horizonte - Carnaval de Belo Horizonte 2019 encanta 4,3 milhões de foliões. Recuperado de http://www.belohorizonte.mg.gov.br/sala-de-imprensa/noticia/carnaval-de-belo-horizonte-2019-encanta-43-milhoes-de-folioes.
Bernardo, M. H., Giuliani, A. C., Pizzinatto, N. K. & Monteiro, T. A. (2018). Brand love no setor de cosméticos: uma análise comparativa das revendedoras de uma marca global do Brasil e do México. Revista Brasileira de Marketing, 17(1), 19-30.
Blodgett, J. G., Granbois, D. H. & Walters, R. G. (1993). The effects of perceived justice on complainants, negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69, 399-428.
Brakus, J. J.; Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.
Cabrera, S. (2013). La fidelización del cliente en negocios de restauración. Cuadernos del centro de estudios en diseño y comunicación, 45, 155-164.
Carrol, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-90.
Chen, C. T. (2016). The investigation on brand image of University Education and Students’ Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23-33.
Cheng, B. L.; Gan, C. C., Imrie, B. C. & Mansori, S. (2018). Service recovery, customer satisfaction and customer loyalty: evidence from Malaysia`s hotel industry. Journal of Quality and Service Sciences, 1-18.
Cleff, T., Dorr, S., Vicknair, A. & Walter, N. (2013). Brand experience - how it relates to brand personality, consumer satisfaction and consumer loyalty. An empirical analysis of the Adidas brand. Interdisciplinary Management Research, 9(31), 731-754.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N. & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: a multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
Duque, D. A. S., Santos, J. L. Q. & Galárraga, F. J. M. (2016). Criterios de medición en la lealtad del cliente aplicados a restaurantes de la ciudad de Quito. Gran Tour, 14, 23-43.
Esteban, A. A., Ballester, M. E. D. & Muñoz, J. P. (2014) ¿Quién ama a las marcas? Determinantes personales y de consumo. Revista Española de Investigación en Marketing ESIC, 18(1), 2-16.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. & Bryant, B. E. (1996) The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60, 7-18.
Gosling, M., Silva, J. A. & Coelho, M. de F. (2016). El modelo de experiencias aplicado a un museo: La perspectiva de los visitantes. Estudios y Perspectivas en Turismo, 25(4), 460-482.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tathan, R. L. (2009). Multivariate Data Analysis. Upper Saddle River: Prentice Hall.
Hamilton, R. W. & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing consumers’ preferences after direct and indirect product experiences. Journal of Consumer Research, 34(4), 546-555.
Huong, P. T. L., Hong, N. T., & Khai, T. T. (2016). Effects of brand experience on brand loyalty in fashion retail business. Journal of Economic Development, 23(3), 73-88.
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.
Kang, J., Manthiou, A., Sumarjan, N. & Tang, L. (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry. Journal of Hospitality Marketing & Management, 26(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-19.
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 1-16.
Keng, C. J., Tran, V. D., & Le Thi, T. M. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3), 247-262.
Khan, I. & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452.
Kim, J. W., Lee, F. & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62-76.
Kim, J. & Yu, E. A. (2016). The holistic brand experience of branded mobile applications affects brand loyalty. Social Behavior and Personality: an international journal, 44(1), 77-87.
Lee, H. J. & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
Lemon, K. N. & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29, 458-468.
Ly, P. T. M. & Loc, L. T. (2017). The relationship between brand experience, brand personality and customer loyalty. International Journal of Business & Economics, 16(2), 109-126.
Malhotra, N., Nunan, D. & Birks, D. F. (2017). Marketing Research: an applied approach. New York: Pearson.
Markovic, S., Iglesias, O., Singh, J. J. & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740.
Moreira, A. C., Silva, P. M. F., & Moutinho, V. M. F. (2017). The effects of brand experiences on quality, satisfaction and loyalty: An empirical study in the telecommunications multiple-play service market. Innovar, 27(64), 23-36.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12-24.
Neves, F. V., Bizarrias, F. S., da Silva, J. G. & Ferreira, M. C. O. (2017). A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil. Revista Ciências Administrativas, 23(1), 156-185.
Nikhashemi, S. R., Jebarajakirthy, C. & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services, 48, 122-135.
Nunnaly, J. C. y Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Ong, C. H., Lee, H. W. & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 1-20.
Pascual, F. G., García, N. M. & Gómez, J. M. (2018). Influencia de la satisfacción y el valor percibido sobre el “Word-of-Mouth” en los usuarios de centros deportivos. Revista Euroamericana de Ciencias del Deporte, 8(1), 39-36.
Pine, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7-8), 664-683.
Reichheld, F. F., Markey, R. G. J. & Hopton, C. (2000). The loyalty effect - the relationship between loyalty and profits. Eur. Bus. J., 12(3), 134-140.
Rezende, N. E. H., Moura, L. R. C., Vasconcelos, F. C. W. & Cunha, N. R. S. (2017). Proposition and Test of a Quality Assessment Extension WebQual Model in Brazil. Review of European Studies, 9(2), 74-90.
Şahin, A., Zehir, C. & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190-11201.
Sallam, M. A. (2015). The effects of brand credibility on customers wom communication: the mediating role of brand commitment. European Journal of Business and Social Sciences, 4(9), 164-176.
Santini, F. O., Ladeira, W. J., Sampaio, C. H. & Pinto, D. C. (2018). The brand experience extended model: a meta analysis. Journal of Brand Management, 25(6), 519-535.
Santos, P. H., Moura, L. R. C., Vasconcelos, F. C. W. & Cunha, N. R. S. (2017). Avaliação da qualidade de serviços educacionais em uma instituição pública de ensino superior e suas consequências. Desafio Online, 5(2), 179-189.
Schembri, S. (2009). Reframing brand experience: the experiential meaning of Harley-Davidson. Journal of Business Research, 62(12), 1299-1310.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Schmitt, B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417-419.
Shim, S., Forsyth, S. & Kwon, W. (2015). Impact of online flow on brand experience and loyalty. Journal of Electronic Commerce Research, 16(1), 56.
Sirdeshmukh, D., Ahmad, N. B., Khan, S. & Ashill, N. J. (2018). Drivers of user loyalty intention and commitment to a search engine: an exploratory study. Journal of Retailing and Consumer Services, 44, 71-81.
Singh, J. & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of marketing Science, 28(1), 150-167.
Smith, D. N. & Chen, X. (2018). Brand Experience, flow and brand app loyalty: Examining consumer decision making within branded mobile apps. Marketing Management Journal, 28(2), 145-160.
Tsai, Y. C., Chang, H. C. & Ho, K. C. (2015). A study of the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. Contemporary Management Research, 11(2), 97-116.
Veas-Gonzáles, I. A., Sanchez-Ortiz, A. D. & Perez-Cabañero, C. (2019). Determinantes del marketing boca a boca en el contexto universitario: el rol de la satisfacción y la lealtad de los estudiantes. Formación Universitaria, 12(1), 45-54.
Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Walter, N., Cleff, T. & Chu, G. (2013). Brand experience’s influence on customer satisfaction and loyalty: a mirage in marketing research. International Journal of management research and business strategy, 2(1), 130-144.
Wirtz, J. & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior. International Journal of Service Industry Management, 13(2), 141-162.
Zarantonello, L. & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532-540.
Downloads
Publicado
2020-06-10
Como Citar
Rafael Vargas Rocha, F., Moura, L. R. C., & Rosa da Silveira Cunha , N. (2020). La Experiencia de Marca y Sus Efectos en el Comportamiento de los Foliones en el Carnaval de Belo Horizonte. Marketing & Tourism Review, 5(1). https://doi.org/10.29149/mtr.v5i1.5648
Edição
Seção
Artigos
Licença
Copyright (c) 2020 Frederico Rocha, Luiz Rodrigo Cunha Moura, Nina Cunha
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Autores que publicam nesta revista concordam com os seguintes termos:
- Autores mantém os direitos autorais e concedem à revista, sem ônus para a mesma, o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista
- Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
- Autores assumem exclusiva responsabilidade pelas suas opiniões emitidas nos trabalhos publicados nesta revista
