Effects of brand identification in consumer-brand relationships

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

Producció científica: Contribució a una conferènciaContribució

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 originalAnglès
Estat de la publicacióPublicada - 4 de juny 2013
Esdeveniment42nd European Marketing Academy Conference (EMAC 2013) -
Durada: 4 de juny 20137 de juny 2013

Conferència

Conferència42nd European Marketing Academy Conference (EMAC 2013)
Període4/06/137/06/13

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