Marcas de luxo: Conscientização e imagem e sua influência na lealdade e no engajamento
DOI:
https://doi.org/10.19094/contextus.2021.71415Palavras-chave:
marcas de luxo;, conscientização da marca;, imagem de marca;, fidelidade à marca;, engajamento.Resumo
Este trabalho é baseado no conceito de Brand Equity no setor de luxo. Analisa as relações entre Conscientização, Imagem e Lealdade, incluindo Engajamento em sua relação com as variáveis comentadas. Um modelo teórico foi especificado e testado por Análise Fatorial Confirmatória. As hipóteses foram testadas executando um modelo de equações estruturais. Cada hipótese resultou ser significativa. O modelo se ajustou bem aos dados. As conclusões obtidas a partir da análise dos dados permitem descrever os efeitos que ocorrem entre as variáveis, sendo importantes para a sua gestão para que os gestores das empresas de luxo possam aumentar o valor das suas marcas.
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