Effects of brand identification in consumer-brand relationships

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

Effects of brand identification in consumer-brand relationships

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

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Producción científica: Contribución a una conferencia › Contribución

Resumen

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	Inglés
Estado	Publicada - 4 jun 2013
Evento	42nd European Marketing Academy Conference (EMAC 2013) - Duración: 4 jun 2013 → 7 jun 2013

Conferencia

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

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@conference{eb4e581319ee441a88abb7ce0e10092e,

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}, Jordi 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, Jordi

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

Resumen

Conferencia

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