Effects of brand identification in consumer-brand relationships

Eliane Cristine Francisco-Maffezzolli; J. Montaña Matosas; Paulo Henrique Muller Prado

Effects of brand identification in consumer-brand relationships

Eliane Cristine Francisco-Maffezzolli, J. Montaña Matosas, Paulo Henrique Muller Prado

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Producció científica: Contribució a una conferència › Contribució

Resum

The objective of this study is to enhance discussion about the effects of brand identification in consumer-brand relationships. Data was garnered from a survey of 780 individuals about Brazilian cars owners. The model was analyzed using structural equation modeling. The results showed that brand identification is a multidimensional construct and displays positive and significant effects regarding consumer preference for the brand chosen, reduce switching costs to another brand, and enhance brand loyalty. The authors discuss the implications of the empirical findings for both marketing theory and practice.

Idioma original	Anglès
Estat de la publicació	Publicada - 4 de juny 2013
Esdeveniment	42nd European Marketing Academy Conference (EMAC 2013) - Durada: 4 de juny 2013 → 7 de juny 2013

Conferència

Conferència	42nd European Marketing Academy Conference (EMAC 2013)
Període	4/06/13 → 7/06/13

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title = "Effects of brand identification in consumer-brand relationships",

abstract = "The objective of this study is to enhance discussion about the effects of brand identification in consumer-brand relationships. Data was garnered from a survey of 780 individuals about Brazilian cars owners. The model was analyzed using structural equation modeling. The results showed that brand identification is a multidimensional construct and displays positive and significant effects regarding consumer preference for the brand chosen, reduce switching costs to another brand, and enhance brand loyalty. The authors discuss the implications of the empirical findings for both marketing theory and practice.",

author = "Francisco-Maffezzolli, {Eliane Cristine} and {Monta{\~n}a Matosas}, J. and {Muller Prado}, {Paulo Henrique}",

year = "2013",

month = jun,

day = "4",

language = "English",

note = "42nd European Marketing Academy Conference (EMAC 2013) ; Conference date: 04-06-2013 Through 07-06-2013",

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TY - CONF

T1 - Effects of brand identification in consumer-brand relationships

AU - Francisco-Maffezzolli, Eliane Cristine

AU - Montaña Matosas, J.

AU - Muller Prado, Paulo Henrique

PY - 2013/6/4

Y1 - 2013/6/4

N2 - The objective of this study is to enhance discussion about the effects of brand identification in consumer-brand relationships. Data was garnered from a survey of 780 individuals about Brazilian cars owners. The model was analyzed using structural equation modeling. The results showed that brand identification is a multidimensional construct and displays positive and significant effects regarding consumer preference for the brand chosen, reduce switching costs to another brand, and enhance brand loyalty. The authors discuss the implications of the empirical findings for both marketing theory and practice.

AB - The objective of this study is to enhance discussion about the effects of brand identification in consumer-brand relationships. Data was garnered from a survey of 780 individuals about Brazilian cars owners. The model was analyzed using structural equation modeling. The results showed that brand identification is a multidimensional construct and displays positive and significant effects regarding consumer preference for the brand chosen, reduce switching costs to another brand, and enhance brand loyalty. The authors discuss the implications of the empirical findings for both marketing theory and practice.

M3 - Contribution

T2 - 42nd European Marketing Academy Conference (EMAC 2013)

Y2 - 4 June 2013 through 7 June 2013

ER -

Effects of brand identification in consumer-brand relationships

Resum

Conferència

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